4. Don’t constrain influencers’ creativity

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An Instagram Reel from @GradGirlMarketing, s laos business email list howing the picnic Semrush hosted as part of its London influencer brand trip.

Influencers wield the power they have for a reason—they know what resonates with their audience. In the same way that influencers deserve creative license when it comes to specific content collaborations, marketers shouldn’t impose strict limitations on what or how influencers post about brand trips. Beyond communicating specific standards for the sake of brand safety, give your attendees freedom to publish in a way that makes sense for them.

When dairy brand Kerrygold hosted a brand trip to Ireland in September 2023, the lucky guests all took a unique approach to their social content.

Former chef turned food creator Hailee Catalano—known for both her recipes and “spend a day with me” videos—was one of the lucky attendees. She posted a Reels series, taking her followers behind the scenes of the packed trip with her signature happy, humble voiceover.

An Instagram Reel from food creator Hailee Catalano, showing a plate of bread and butter during Kerrygold's influencer brand trip in Dublin.

Another attendee, food podcaster and James Beard award-winner Abena Anim-Somuah, shared a well-timed photo dump of her favorite trip memories—six months after the trip, on St. Patrick’s Day.

An Instagram post from Abena Anim-Somuah, showing her giving the peace sign while standing in front of a group of cows during Kerrygold's brand trip to Ireland.