[ad_1]
As of 2019, Texas has spent nearly $ 120,000 in tax dollars to fund social media influencer marketing campaigns.
AUSTIN, Texas – It is common for companies to pay social media influencers to promote their product or service.
But the KVUE Defenders figured out that you also pay social media influencers.
That’s because the state of Texas uses tax dollars to fund influencer marketing campaigns that promote travel to the state.
“This trip was really long,” said Jane Ko, blogger at A Taste of Koko, get from point A to point B? ‘”
Ko runs one of Austin’s most popular Instagram accounts: A Taste of Koko. Since she started blogging about Austin 11 years ago, her account has grown to over 100,000 followers.
“There are people who have followed me for a decade,” said Ko. “There are people who may have just started following me yesterday. But they come to me because they trust that they will like what I share, but they also trust my judgment.”
Managing A Taste of Koko is Ko’s full time job and she has worked with hundreds of restaurants and brands.
She is also one of 18 social media influencers paid by the state of Texas as of 2019.
“I was very excited to be working in the state of Texas,” said Ko. “I’ve been here basically my whole life and I love Texas. I will probably never leave.”
As of 2019, Texas has used tax dollars on 25 social media influencer marketing campaigns. That cost a total of $ 118,267.40.
Texas has signed contracts with five of these influencers multiple times – two or three campaigns each. Ko has been paid three times by Texas since 2020.
She said it was money well spent because working with influencers is one of the most effective forms of marketing today.
“I think this is the most cost-effective way to go just because of the reach and instant ROI [return on investment] that you can generate, “said Ko.” And based on platforms like TikTok, which is very video-based, it brings a destination to life. “
A spokesman for the Governor’s Department of Economic Development and Tourism Office sent KVUE the following statement in response to our request for an on-camera interview:
“Travel Texas works with social media content creators, often referred to as influencers, to promote the state as a travel destination of choice. Content partnerships with Travel Texas are carefully vetted by the experts at our social media agency to ensure they are generating a return on investment that meets industry standards for successful content viewing and engagement. Influencer content is an effective way to highlight many different aspects of traveling the state of Texas for a highly tailored audience based on their personal interests, location, age, and more. Currently, Travel Texas is working with influencers as part of its broader social media strategy. Influencer partnerships make up a small part of Travel Texas’ total marketing budget and are used very strategically. “
Ko said she’s excited to partner with Texas because the state’s sponsorship comes naturally to her platform.
“Whether it’s Austin activities or restaurants. But even outside of the state, every brand that works with me knows that they will get access to a certain population that they may not have access to, ”said Ko.
The Travel Texas spokesman said $ 83 billion in travel spending had an impact of $ 169.8 billion on the Texas economy in 2019.
Transition to Level 4 of the COVID-19 guidelines, which are “Immediate” in Austin-Travis County
“Spare Room” boat got stuck on SH 71 for over a week
‘I was homeless before’ | The Austin area billionaire helps move people into homes
‘We’re not closing anything’ | Williamson County Judge Addresses COVID-19 Spike
[ad_2]
