Social media has become a daily part of our lives, and so increasingly important in our marketing. With the average person in the U.S. spending about two hours on social media each day (and some many more), it makes sense that the things we see on Instagram and Facebook affect the things we buy, events we attend, and destinations we want to visit.
So how do you keep your social media content authentic to your destination, while adapting to current trends in the ever-changing world of digital marketing?
We’ll show you how with four things to try on social media.
- Engagement with local businesses
Highlighting local stores, restaurants, museums, or hotels is a great way to bring visitors to your destination while supporting the local community! Partnering with a business for a giveaway or highlight is a great way to bring attention to your destination while also increasing social media engagement for both the business and your destination. Additionally, keeping your followers up to date on new events, restaurants, businesses, and even special menus or wine offerings is a great way to excite viewers while keeping your audience engaged.
2. User-generated content
User-generated content (UGC) could be images, videos, reviews, or anything that is created and posted by viewers, or visitors, rather than by your brand itself. As the tourism industry continues to bounce back from the pandemic, authenticity is as important as ever when choosing travel destinations. Consumers can be more influenced by the opinions and experiences of their peers rather than the brand itself, making UGC highly effective in impacting visitors’ decisions. They want places that are accurately and authentically portrayed in their social media marketing, and curating UGC can be the best way to get this done.
3. Hashtags/Calls to action
Incorporate your brand’s hashtags in all posts, and remind followers to share photos with those hashtags. It’s important to make sure they are specific to the posts and will generate more views. Encouraging visitors to tag your destination in their social media posts and then sharing/engaging with their content allows visitors to picture themselves in your region and gives people a positive association with your brand.
4. Rise in video popularity
People are watching more videos now than ever before, evidenced by the rise of TikTok and introduction of Instagram reels in 2020. Video advertising continues to increase in popularity through avenues such as Instagram, Facebook, and Youtube. The key to success when creating videos to market your destination is making sure they are easily consumable, informative, and entertaining while authentically capturing the charm of your destination. Keep in mind the shorter attention span of younger generations, 12 seconds for Gen X and only 8 seconds for Gen Z. Make sure to use these seconds strategically and effectively to show off all your destination has to offer.
For more information on social media trends and how to best promote your destination, contact [email protected] for more information.