Instagram, the quirky online photo and video sharing social network, was one of the big hits in the social sphere in 2013. Following a report from Simply Measured, Instagram’s importance is rising progressively among marketers. In fact, in 2013 71 percent of the world’s largest brands have adopted Instagram, which now rivals the brand adoption of Google+ and Pinterest, making it the fastest growing social network world wide.
Especially for travel and tourism marketers Instagram is an important channel to be considered in their digital toolbox. Instagram is a vehicle for co-creating marketing campaigns, thus collecting customer created content and re-using it for promotional purposes (Socialmediaexaminer).
Visuals are the cornerstone of tourism marketing, as selling intangible experiences requires strong and attractive visual arguments. However, customers increasingly get tired of high-gloss, staged marketing images that portray destinations or hotels in a very favourable, but also extremely unrealistic way. In the age of complete information accessibility and online customer reviews, marketers need to provide authentic yet attractive images.
Destination marketing organisations such as VisitNorway, VisitBrazil or VisitDenmark have recognised this trend, and started integrating Instagram picture streams prominently into their website.
STOP MOTION VIDEOS
Google’s latest Traveller Study 2013 confirmed that travel online videos become critical in the inspiration and decision making stage of contemporary travellers. Car manufacturer Lexus provided recently an inspirational good practice example of how Instagram photos submitted by customers could be combined into a stop motion video. This allowed the brand to create a visually appealing user generated video, an idea that certainly offers great potential for tourism and travel brands to showcase their products and destinations in a visually engaging manner.
This have only been two examples of the diverse ways of ow Instagram can be used to get customers and fans to create content for their brands. Further examples could include the adoption of Instagram to:
- create ads from customer photo submissions
- recruit employees
- drive awareness for new products
In general, Instagram is a digital tool that adds value to travel brands and provides an innovative way to engage with audiences and potential travellers in a visual manner. We believe that Instagram has not reached its peak yet and we will see the network growing further in 2014.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology