Mark Simpson gives marketing advice for owners of family-friendly properties, recommending Instagram as the primary channel for outreach because it allows direct messaging to users who don't follow you. He emphasizes matching influencer/profile audience to the family-focused property (avoid nightlife/outdoorsy influencers) and using Instagram DMs to contact suitable creators.
If you've got a family friendly property, so it's family friendly. Everything about you is for families. You know, loads of room, all the space, cool things to do, etc. You're not going to go and try and find an influencer or a person of influence online that is catered towards going out, getting Larry and all those things. It doesn't match up. So how do you approach number one? What you're going to do is utilize the best channel for this, which is Instagram. Instagram is one of the easiest ways of doing so, because unlike any other platform, you can send a message to them without them following you. Which is key, because if you tried doing this on Twitter, it wouldn't work. LinkedIn, it's very hard to do so. But you can send a message to somebody on Instagram if they don't follow you.
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