Instagram and Snapchat have exploded in recent years; the user base is certainly there but at the same time, they leave something to be desired for advertisers. Visual content is also a challenge on the production side. How travel brands leverage both branded and user generated content to engage potential customers will vary. One certainty is that travel should continue to experiment with visual content and the platforms that attract millions.
A major shift took place two years ago that caused travel brands to lament the dwindling access to consumers through Facebook. Paid reach beat out organic reach and brands realized that they don’t have much of a choice but to stay put. As consumers drift into other branches of this multi-pronged platform, smart brands are keeping one eye on the data that matters and the other, on greener pastures.
Travelers are looking to their social networks for inspiration and recommendations, before, during and after their vacations. User generated content is native to Instagram. Consequently, it is becoming the most effective marketing platforms in the evaluation stage—one step away from the purchase decision.
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