I consider this to be any partner, whether it be a hotel, short-term rental host, tourism board, glamping spot, etc. that exchanges a stay for content or payment. That content can be photos or video that are posted to the individual’s social channels or may just be used by the partner themselves.
The first piece of advice I always give anyone interested in creating content in this niche is to optimize their social media bio! This is an easy change you can make to immediately get potential partners interested in your profile. Since I am most familiar with Instagram as a social media platform, I’ll use that as an example. First, you should include keywords like travel or dog-friendly adventures in your name, as this text is searchable. It shows everyone right off the bat what your account is about. I also recommend adding your location, which helps hosts or lodging partners know if you are in close proximity to their hotel/stay/etc. In the meat of the bio, I include a short description of what our account offers, and then include links my website/blog for more information. And finally, always include your email in your bio! Yes it takes up extra characters, but if a partner is going through accounts on their desktop (which is common) they won’t be able to access the “Email” button and will have no way to get in touch.
Below is how my optimized Instagram bio currently appears on a desktop browser:
This one may seem obvious, but you’d be surprised how many people just cold pitch lodging partners without having ever talked to them before. While that may work in some cases, I’ve found that the best way to boost your pitch success rate is to form genuine relationships with partners. Find some AirBnB hosts or hotel partners in your area, follow them and engage with their content. Ask them questions and build a rapport with them. I think the human connection is honestly the best part about social media and those relationships go a long way!
My favorite ways to find lodging partners are through feature accounts, other big photographers (@dirtandglass for example), and local friends. Then I check to see who those hosts are following to find more local spots. I generally look for dog-friendly lodging since that’s the main focus of my account!
If you’re going to take on any kind of brand or lodging partnership, chances are you will be asked to share your media kit and portfolio. Brands and partners will want to see examples of your work to know that you can deliver. I don’t think that these need to be super complicated – in fact, simpler is better. I have example templates for both of these items in my guide, but for a portfolio, I simply include a page with 8 of my best images on it. I have a few that are specific to different types of partnerships – outdoor brand work, lodging collabs, pet collabs, etc. For my media kit, I also tailor that to the type of partner. I include a few examples of my work, key account stats, testimonials/past partners and contact information. One to two pages is all you need to make the case for why you’re the right fit for a job!
Hi friends! I’m Rachael and I’m on a mission to explore ALLLLL the best dog-friendly destinations with my pointers – Willow and Timber – by my side. Together you’ll find us roaming the Northeast and beyond, sharing our recommendations for cozy dog-friendly stays, travel itineraries, hikes and more! Let me help take the guesswork out of planning your next trip and show you why traveling with dogs is easier than you think.
