Harrogate council paid social media influencer £700 to promote town

Harrogate Borough Council paid a social media influencer from Bristol £700 to promote the town’s Christmas Fayre in a blog — which only received two likes on Facebook, including one from the council itself.

Heather on Her Travels is run by travel blogger Heather Cowper and is aimed at people over 50. Ms Cowper writes about her trips to different places in the UK and abroad with articles focused on “authentic travel with a little luxury”.

In December last year, Ms Cowper, who has 8,000 followers on Twitter, 4,000 on Facebook and 17,000 on Instagram, published an article called “11 Fun Things To Do Over Harrogate – Our Winter Break”.

It named the council’s new Harrogate Christmas Fayre as the number 1 attraction.

The Stray Ferret discovered through a freedom of information request that the council, through its tourism body Visit Harrogate, paid Ms Cowper £700 + VAT for the article.

Its performance on social media raises questions over whether the fee represents value for money.

On Twitter, the article received just one retweet. It performed better on Facebook but still only won two likes, including one from Visit Harrogate.

Heather on her travels

One of the Instagram posts.

Several photos of the trip on Instagram fared better, receiving up to 50 likes.

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Other UK councils have used social media influencers to promote their area, including Edinburgh City Council. Edinburgh Live reported the authority paid £14,000 to Instagram influencers who praised the Scottish capital as a destination.

However, these posts were more successful, with one post about a bike tour around Edinburgh racking up almost 2,500 likes.

‘Attracts our target demographic’

Gemma Rio, head of Destination Harrogate, which controls Visit Harrogate, defended the £700 fee for Ms Cowper. Ms Rio said she produced “incredibly well-written content” that could help the council attract new visitors through social media:

“The digital landscape has changed significantly in the last few years with around 80% of adults (53 million) using social media daily, with the average user spending almost two hours on these platforms.

“Like many other destination management organisations – as well as most businesses – Destination Harrogate is keen to capitalise on this incredibly effective marketing tool to target specific audiences, especially around the tourism and travel sector.

“Heather Cowper was chosen as she regularly appears on the lists of top 100 travel blogs worldwide and has established herself as one of the best traveller bloggers. Regularly receiving thousands of views every month on her videos, photos, podcasts and blogs.

“Heather’s content is also incredibly well written – having spent many years sharing her own travel experiences and insights – and also attracts our target demographic.

“The joy of using social media as a marketing tool is that it is often more cost-effective and engaging than traditional advertising, as we can utilise photography and video as well as words. All adverts and promotions can also be evaluated extensively; whether that’s reach and engagement or driving traffic to our website, for example.

“We can also continue to adapt and tailor our approach to future campaigns, attract new visitors, as well as understand the behaviours of our target demographic to ensure a return on our investment.

“Social media advertising and the use of influencers to increase brand awareness looks like it will continue to be one of the most beneficial marketing tools. We’re keen to continue using it to showcase what the Harrogate district has to offer and stand out amongst competitor destinations.”

TikTok famous: 4 videos featuring the Harrogate district’s people and places

After a Russian TikToker racked up a million views with a scenic video of Knaresborough and a clip went viral of Brimham Rocks staff kicking out a mobile DJ, the Harrogate district is becoming a regular feature on the popular social media platform.

Scrolling through an app like TikTok, where millions post videos of dance routines and comedy lip-sync clips, you wouldn’t necessarily expect to see the likes of Harrogate town centre, Knaresborough Castle or Fountains Abbey popping up on screen.

But more and more individuals, and more recently companies, are recognising how much the platform can boost your profile, with one small clip sometimes reaching millions of people from across the globe.

There is no denying that TikTok videos featuring the area are an effective way of showcasing what it has to offer, including places, people and businesses.

DJ Zach Sabri, who is better known as SUAT on TikTok recently went viral with this video filmed at Brimham Rocks.

Harrogate marketing agency Marketing Adventures uses the social media platform to help promote clients.

Creative director Brogan Huntington said:

“As a digital marketing agency with a young, innovative team, we have used TikTok for some time now.

“It is an incredible marketing tool. We use it for the majority of our clients especially in the property and food and beverage industries.

“It has taken some time for Harrogate businesses to become accustomed to the idea of using TikTok in order to promote their business online, as their perception has been that it is a younger audience. Although this is somewhat true, this video-based platform is a great way to build a brand and speak to your clients and your future clients.

“Video is one of our favourite tools to promote business and we have seen exceptional success through via sales videos have produced on social media.”

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Global hair and beauty brand Cloud Nine, which is based in Harrogate, started using TikTok in 2020 to promote its products.

Naomi Horan, social media and influencer manager, said:

“In 2020 and the year of lockdown, people looked to social media for a sense of release from their mundane work-from-home set up.

“TikTok proved pivotal in becoming both an escape and a source of inspiration, with everything from dance challenges and duets, to food recipes and every day hacks. This month, TikTok has reported over one billion active monthly users – you can no doubt expect you’ll find a percentage of your audience on this platform.

“For Cloud Nine, TikTok is going to become a crucial part of our 2022 plans to engage with our audiences in ways we have never done before.

“TikTok themselves say, ‘Don’t make ads, make TikToks’ – brands need to entertain their audience, build their awareness and in turn, they’ll reap the rewards.”

4 TikTok videos with more than 100k views featuring the Harrogate district’s people and places

Livharlandmusic – Harrogate busking

Liv Harland is from York, but can regularly be seen busking in Harrogate on her TikToks. In fact the singer, who has 1.5 million followers, had some of the biggest live stream moments of the year on the social media site, where she broadcasts herself busking. In 2021 she was fourth, fifth and seventh on the Top 10 list of the most watched live moments by artists on TikTok, alongside Ed Sheeran, Yungblud and Coldplay.

In this live TikTok, one of the many filmed in Harrogate, she clocked up a whopping 4.1 million views singing her version of Runaway by Aurora. In the video she notices a man in the background, who appears to have confused a loaf of bread with a mobile phone. We’ve all been there. It was one of her most viewed last year and features Cambridge Street.

https://www.tiktok.com/@livharlandmusic/video/6960310322603330821?is_from_webapp=1&sender_device=pc&web_id7033698343524288005

Amealmeal  – Harrogate accent

In this Tiktok video, which clocked up 520,000 views, Mila, a student nurse from Harrogate, has clearly been having difficulty getting others to understand why she doesn’t have a broad Yorkshire accent. All down to how well spoken we are in this town of course! The struggle is real.

https://www.tiktok.com/@amealmeal/video/7023100067812773125?is_from_webapp=1&sender_device=pc&web_id7033698343524288005

Beauty.spectrum – Visit to Knaresborough and Harrogate

OK, so this one hasn’t quite hit the 100k mark at 20.6k, however this TikTok of a day trip to Knaresborough was also featured on YouTuber Molly Thompson’s weekly vlog back in September, which also clocked up thousands of views. Molly has 130k subscribers to her YouTube channel.

In the vlog Molly, from Beverley, talks about how it has recently become popular for people to go to the town and take photos on the boats while rowing underneath the viaduct. She heads to Knaresborough with her friend for an “Instagram day” — she also has 64.7k followers on Instagram — and films her trip for Youtube and TikTok.

The TikTok video features Knaresborough Castle, the riverside and of course the boats and viaduct. She then heads to Harrogate and buys some donuts from Doe Bakehouse. Filmed on a sunny day last September, Knaresborough certainly needs no filter and looks stunning as always.

https://www.tiktok.com/@beauty.spectrum/video/6873833828159425794?is_from_webapp=1&sender_device=pc&web_id7033698343524288005

 

flyingscotsgirl  – Filming locations for The Witcher at Fountains Abbey and Malhamdale

Cat Thomson’s tours around Yorkshire’s villages, towns and countryside have been a big hit on TikTok. She saw a huge spike in her number of followers after lockdown in 2020, thanks to more people looking for places to stay in the UK.

Now living in Leeds, she regularly visits North Yorkshire and is a big fan of Fountains Abbey, near Ripon.

This video features a list of filming locations for season two of Netflix hit show, The Witcher, starring Henry Cavill. It includes Fountains Abbey, Plumpton Rocks near Harrogate, Goredale Scar and Janet’s Foss waterfalls in Malhamdale.

https://www.tiktok.com/@flyingscotsgirl/video/6901395697682107650?is_from_webapp=1&sender_device=pc&web_id7033698343524288005