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Jessica Riches

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#DTTT Blog

In the run up to this year Content | Campus Content | Campus we are getting in touch with the best content experts and creators to help you rethink your content strategy. If you want to know more about content creation and the strategy behind it, be sure to join us for this year Content | Campus on the 30th & 31st of March in Copenhagen!

Instagram has long been the favoured place online for getting lost in wanderlust-worthy images and videos from around the world. It’s a home for daydreams of food, sun and fashion worthy of a globetrotting adventurer’s lifestyle.

Until now Instagram has been the reserve of ‘shiny’ content - a feed that’s curated and planned rather than spontaneous and authentic. But then Stories were introduced - ephemeral photos and video clips that disappear after 24 hours. Instagram can now play host to ‘in the moment’ content, showing a whole other side to brands, bloggers and businesses online.

With Instagram as the natural home for travel content, Stories are a hugely important feature to take advantage of. Here are 5 tips to help destinations make the most of Instagram Stories - growing in popularity and uptake every day.

Be reactive

Instagram Stories are about being in-the-moment. Sometimes you’ll be able to plan what that moment consists of - perhaps at an event, a festival or a party - but lots of the time it’ll be completely spontaneous - like a beautiful sunset or a visit from an adorable animal family. Prepare for these unexpected moments, and make sure you’ve got processes in place to capture the best of your destination as it happens.

Take followers behind the scenes

There’s always more to a destination can be shown on Instagram in a curated feed. Use the chance to post more frequently to really tell the story of the special and exciting happenings that make your destination special to create a new kind of insight and intrigue.

Educate and inform

Whether you have a set programme, tours, historical buildings or well-known figures and faces, use Instagram Stories to show off these assets. You can post more than one image or video in a row to create a broader or deeper experience for your followers, so use that potential to interview, explain and demonstrate the unique elements of your destination in valuable detail.

Inspire

Travel is at the heart of most peoples’ daydreams as they swipe and scroll through their social feeds. As a destination, embrace that and use it to your advantage. Be aware of the sights and experiences that people travel from all over the world to see at your destination, and give them a starring role in your Stories from unique perspectives: at different times of the day and year, during events, surrounded by people. Make your most famous features the icons and emblems that remind people to keep coming back.

Get clever

To get more eyes on your Instagram Stories, give them more of a marketing function. Whether you host giveaways or offers in your Stories, partner up with influencers to host tours and events, or showcase the businesses and people that make your destination amazing - use clever tactics to get your Stories attention and growth.

BONUS

Take advantage of Instagram Stories features. Add a location or the temperature if adding context to your uploads will make the experience richer for your followers.

Make Instagram Stories a central part of your social media focus to be a part of your followers’ everyday lives so you’re front of mind when it comes to booking that next trip.

If you want to learn more about Instagram stories and live marketing strategy join us for the Going Live workshop at Content | Campus.

In this workshop, we will be looking at the key differences between Snapchat, Instagram Stories and Facebook Live, and help you think about how each channel can help tell your story in a different way and what's best for your brand. This will be an interactive workshop so participants will have a quick deep dive look at the key differences in terms of approaches and audiences but then start planning out their own real-time story planning.

Want to try the new Spectacles by Snapchat🕶? Join us in Copenhagen 🇩🇰

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