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Not surprisingly, visual storytelling is a strong point of the travel industry.
Gorgeous images of travel destinations and things to do and see when you get there is the norm across social media platforms. But travelers don’t follow brands just for beautiful pictures. One of the main reasons travelers visit travel industry social media channels is that they want help, and they want help now. Also, today’s consumers want authentic experiences, and they’re willing to pay for them. According to a study by Harris Poll, relative to total spending, the share of U.S. consumer spending on experiences increased 70% since 1987. 1
How will you evolve your marketing strategy without leaving travelers stranded? Start by taking a journey through these six tips in our Instagram Strategy for brands:
A recent study by Lithium (now Khoros) on the State of Social Engagement in the Travel & Hospitality Industry found that, similar to brands in other industries, most travel brands focus their social content on education and entertainment. However, the main reason travelers visit a brand’s social channel is for immediate support and direction — they need help and they need it now. Response times are critical, and failure to respond to consumers’ posts quickly could result in stranded travelers.
Learn more about customer service best practices with our Digital Customer Care Playbook.
It’s no secret user-generated content (UGC) is the most trusted type of content available. Sharing UGC by “citizen” not celebrity influencers gives your brand authenticity and credibility.
Instagram is no longer just for travel voyeurism. With dynamic ads and “Shop Now” links, Instagram has become a shopping channel where consumers can take action to buy products and services. Also, some travel brands are turning to 3rd party apps that make their entire Instagram feed “shoppable.”
Instagram stories provide a platform for your advocates to tell a richer story about your travel brand. By handing the reigns over to an influencer to stream real-time adventures, you’ll get more brand awareness, and your customers will get an authentic peek behind the scenes at your product or service.
Instagram may be one of the fastest growing social media platforms for young adults, but according to Pew Research Center, Facebook is still substantially more popular. 79% of all online Americans use Facebook — that’s more than double compared to Instagram. With 95% of all Instagram users also on Facebook 5, cross-promoting your channels should be a no-brainer Instagram strategy for brands.