Since or around the year 2018, there has been a literal surge in travel content consumption, that most of the Android phone users of India are obsessed with.
Either through YouTube, Instagram, or Facebook, or any other social media platforms, content creators over the period of time were successfully able to create a special connection with the audience and this has benefited them in both ways to get acceptance, love, and increase followers, and generate financial strength for their brand.
This concept of traveling and making content and then turning it into a full-time profession has opened a spectrum of opportunities for individuals who love adventures. Platforms like Instagram, and Youtube have played a significant part in this algorithmic push of this content specifically.
Social media influencers like “Mumbiker Nikhil, Parichay Mehta, Saurabh and Devang (Nomadic Indian), Nomad Subham, Passenger Paramvir, Akansha Monga, Footloose Dev, Larissa D’Sa, and many more, have successfully made a mark as a travelling influencer and has created a brand that is popular and at the same time quite beneficial for different brands to collaborate.
Many individuals who are enthusiastic and passionate to visit different unknown places and have the credibility and responsiveness to create engaging content regarding those places and their history, are sure to shine as a travel influencer.
What were the 3 main causes behind the rise in this trend in India:
Shift from Traditional Vlogging to Niche Content:
There came a taste of monotony into the audience preference as a lot of people entered into travel vlogging space, the market for generic travel vlogs became oversaturated.
This resulted in a demand of a more niche, personalised, and experience-driven content like solo travelling, sustainable travelling or luxury and adventure based content were the specific themes that attracted both the aspiring creators and the audience as followers or viewers.
Rise of the Gig Economy and Alternative Careers:
The current generation of India is more drawn towards a passion driven career and this has resulted in an inclination towards the gig economy. The cultural shift towards valuing experiences over material possessions encouraged many to opt for travel-related careers that blended work and leisure.
A study by Deloitte suggests in 2021, that 58% of Gen Z and 50% of millennials preferred flexibility in their profession and are open to freelancing jobs and travel influencing perfectly fit that category.
Increased Collaboration with Brands and Tourism Boards:
Over the period of time multiple brands realised that the marketing potential of social media influencers can reach a large spectrum of audience and generate awareness. Hence the global tourism brands and other related companies pay the content creator to promote their products and increasingly collaborate with Indian travel influencers to promote destinations.
This further incentivised aspiring travellers to pursue a career in travel content creation. Last but not least, it is overwhelmingly brave to adapt a new source of revenue that is out of the box, but one should stay alert as entering a new domain has various new challenges waiting out there as a cunning fox.
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