6. THE INFLUENCER IMPACT:
• The engagement rate for every industry
category of influencer has declined in the
past year. Travel influencers, who typically
have the highest engagement rates, have
seen an average drop to 4.5% this year
from 8% in 2018. Source: InfluencerDB
32. THE INFLUENCER IMPACT
• The travel industry appears to be underinvested
in influencer marketing compared to other
areas, despite the high engagement rates. Travel
influencers make up 5% of Instagram's total
sponsored posts, behind other categories such
as fashion (25%), food (12%) and beauty (7%)
- Source: InfluencerDB