Last week we have seen two major developments in social media advertising from two of the biggest players. Twitter has announced ‘Promoted Accounts’ and Facebook has revealed its plans for video ads (Tnooz).
TWITTER PROMOTED ACCOUNTS
The Twitter promoted account feature is the latest iteration of developing tools and services to help people and organisations grow their follower count. The feature can be found in the “who to follow” sidebar, alongside the other recommended accounts, which are selected organically. A “promoted” icon will indicate that this is a paid for recommendation.
In addition the feature will integrate the paid follow button into users timelines, which in turn means that Twitter users will see the promoted icon as well under certain tweets. Marketers can choose mainly from three targeting options: interest, geography and gender. Twitter applies a pay per action mode, meaning that businesses pay only when users follow their account.
For tourism businesses this feature represents an opportunity to grow their relationship marketing efforts. Making use of promoted accounts not only pushes specific content in front of users, but allows marketers to start building more longterm relationships. However, the big winner in this new initiative will certainly be Twitter, by developing anew income stream.
FACEBOOK VIDEO ADDS
The more controversial move has been made by Facebook. The silicon valley giant announced its latest addition to its paid ad schemes: Facebook Video Ads in the news feed. For tourism marketers this news is a double edged sword. On the one side it gives them access to the news feed, a feature many digital marketers have been looking forward to for a long time. On the other side, this makes Facebook even more into a pay-to-play environment, making it even harder for companies to position content organically into users news feeds.
From a user’s point of view the question remains, wether the news feed will become too cluttered at one point, thereby driving people to alternative, less ad focussed social networks.
More from #DTTT
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
In April we present:Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6
At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]#COVID-19 #industry #product #strategy #technology #tourism
In April we present:Digital as the ‘new normal’ – Weekly Tourism Impact Call: Week 7
In Week 7 of our Tourism Impact Call series, we have seen a shift in industry reaction from impact to innovation. Destinations are now fully focused on recovery. This week we discussed how tourism going digital is a key part of recovery. The strategy for many DMOs going digital, is to offer more virtual experiences and online resources, […]#COVID-19 #digital #DMOs #industry #strategy #tourism