That is the problem influencer marketing company Obvious.ly is trying to resolve with its brands.
Take the Cunard Line. The 180-year-old cruise line considers itself a niche brand that depends on its audience to endorse its ships and the experience of taking a cruise. To the company, working with influencers makes perfect sense.
To Cunard, influencers allow the brand to have a spokesperson without paying for an A-list celebrity star. Their feeds and posts resemble something the average person aspires to, making influencers much more relatable than many celebrities.
Cunard and Obvious.ly worked together asking influencers to post about their day aboard the Queen Elizabeth at least twice, with one post within 24 hours of the event. They were then also asked to take at least 15 photos, with image rights belonging to Cunard. It's the second time the companies have worked together, Obvious.ly previously brought five influencers onto the Queen Victoria to promote the cruise line's world voyages in April 2017.
That is one way to attract more customers. It seems to be working well. But it is the quality of the followers than the number that matters.