"Because this property is so unusual that sometimes it can be an influencer, with a very small amount of followers — but concept-wise, an incredible eye," Barba said.
As a result, the influencers' skills can be more important than their follower count. If they have demonstrated that they can take incredible photos, whether they are experts at photographing the night sky or masters of glamourous fashion photoshoots, then Barba says she is more likely to consider them as a partner.
"When we are approached, which happens almost on a daily basis, we're looking at everything they do," Barba said. "We never just say no based on the numbers of followers."
"Sometimes you have less followers, but more engagement," Barba continued. "Other times they have a lot of followers and not so much engagement. So, I think we literally look at everything."
"Given the influencer-marketing industry's concern about fake followers and Instagram's move to hide likes, some brands are looking at new metrics to measure the success of campaigns in 2020," Business Insider's Amanda Perelli recently reported.
Marketing experts told Perelli that brands are increasingly tracking things such as what an influencers' Instagram followers say in comments and seeking new metrics of success, such as how many followers are saving a sponsored post.
"Everybody is spending an enormous amount of time on telephones and mobile phones," Barda said.
According to Barda, luxury travelers are currently seeking sustainability and wellness — two things the resort is attempting to highlight on social media.
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