Influencer campaign strengthens California’s presence in social search

Visit California launched a search engine optimization (SEO) campaign with 51 creators to help travelers discover California experiences on Instagram and TikTok. The campaign paired trusted creator voices with travel-related search terms, responding to a shift in how travelers find inspiration and plan their trips.

Building on content from previous Visit California creator partnerships, the campaign gave high-performing California footage a second life. Creators adapted their existing storytelling to answer specific travel questions, helping relevant experiences surface when prospective visitors search for trip ideas and recommendations.

The campaign generated almost 100 videos across Instagram and TikTok, each tailored to a specific search term. Brianne Manz targeted “California family vacations” on Instagram, while Connor Ursin and Morgan Dufrene used “California national park road trip” on the same platform. On TikTok, Michael Lindsay and Matt Schueller targeted “couples getaway California."

The effort reflects the growing role of short-form video in travel planning, as travelers increasingly turn to social platforms for destination recommendations, itineraries and firsthand perspectives. Matching creator content with the language and questions travelers use in their searches helps connect that interest with California destinations and experiences.

Each video incorporated search optimization techniques, including keywords in captions, on-screen text, spoken search terms and destination-specific location tags. These elements were designed to help platforms identify the subject of each video and surface it in relevant searches. Paid promotion through creators’ accounts will further extend the content’s reach.

Campaign reporting will examine search visibility, engagement and overall content performance to better understand how creator content performs in social search. Those findings will help inform future efforts to connect California’s destinations and tourism businesses with travelers seeking recommendations on social platforms.

By adapting existing content to reflect how travelers discover and plan trips, Visit California is extending the value of its creator partnerships and building a stronger foundation for future social search campaigns.