There can be only one… or can there be?
Social media platforms come in all shapes and sizes, and which ones you focus on can go a long way to reaching new travellers.
The rise of social media has completely changed how we live our lives. Whether it’s how we consume media or how we communicate with each other, it’s hard to imagine a world without social media.
It’s also hard to imagine seeing the world without social media. Yes, from the research stage, all the way to uploading the perfect selfie from a beach in Hawaii, social media has become a crucial part of tourism.
Social media has opened doors for marketers that were seemingly sealed shut in years gone by. Whether it’s live video, remarketing, social communities, or so many other social media features, new marketing social media has enabled businesses to advertise and implement new marketing strategies at the click of a button.
But which social media platform is the best for social media?
Why is social media so important?
If we told you some businesses still think they can exist without a social media presence, would you believe us?
As unbelievable as it may seem, some people are reluctant to market their business through social media. Being active on social media is necessary for tourism brands and businesses.
While social media is vital to tourism for several reasons, one sits high and dry above the rest: research.
Have you ever been on holiday without doing some research first? We’re willing to bet that you probably haven’t. Whether you’re looking up reviews on Facebook or checking out some destinations on Pinterest, research is a crucial part of tourism.
Everyone wants to share their holidays on social media, and no one wants to spend their money on a trip that could end up being a letdown. Social media has become the go-to destination for people deciding where to go.
You must build trust if you’re a tourism brand trying to entice people to visit your destinations. A solid social media presence, positive reviews, and community engagement will help you build that trust faster.
TikTok is great for tourism
Yes, TikTok may have exploded during a global pandemic, but the platform is still a significant player in travel. Don’t believe us? Did you know that videos with #travel have more than 210.4 billion views on TikTok?
Even #holiday has over 37 billion views.
TikTok is hugely popular with Millennials and Gen Z. According to a study by Hospitalitynet.org, 71% of Millennials trust user-generated content 50% more than any other source (including TV, newspapers and magazines); TikTok is the king of user-generated content.
The reality is that people trust people more than they trust brands. However, on TikTok, people interact and engage with brands in a far more organic manner. TikTok allows people to recommend destinations, hotels, and holiday packages in a far more digestible way, and users seem quick to jump on branded trends and hashtags.
Facebook, Instagram, and Twitter
Tourism may very well be a unique industry; however, like most industries worldwide, you can’t ignore Facebook and Instagram as a part of your marketing strategy.
While it’s certainly true that your audience may vary between the three platforms, the fact of the matter is that tourism continues to be one of the most talked-about, shared, and advertised topics on Facebook and Instagram. And why wouldn’t it be? Find us someone who doesn’t like going on a holiday, and we’ll show you a liar.
Regarding tourism, Facebook and Instagram are excellent choices because they’re such visual mediums. Plus, with both platforms pushing more and more towards video, they’re both solid choices for showing off destinations, hosting virtual tours and so much more.
Remember: never underestimate just how powerful followed hashtags and Reels can be on Instagram.
Be wary of X (fka Twitter)
While we’ve previously praised Twitter for community engagement, customer service, and overall tourism marketing opportunities, the same can’t be said for Elon Musk’s X.
As a marketing tool for your tourism brand, Twitter is just about as good as it gets. However, as bots have increased, advertisers leave in droves, and X moves further and further to the right by the day, you should consider if advertising on the platform is a responsible choice for your business.
Word of mouth is a powerful marketing tool. However, is the word of mouth you may get from X worth the risk?
Who is your audience?
It’s easy to think that Facebook and Instagram are the only platforms you need for tourism marketing, but before you go ahead and start scheduling posts, you need to take some time to consider your audience.
While Facebook remains the most popular social media platform in the world, it isn’t quite what it used to be – especially if you’re targeting a younger audience.
Before putting all your travel eggs into one social media basket, ask yourself what you’re trying to achieve, who you’re trying to reach, and which platform that audience spends most of its time on.
Which platform is right for you?
We’ve reached that unavoidable section of the blog where you ask us which platform is the absolute best, and we have to utter those two famous words: it depends.
You probably wanted to read this blog post and leave with some magical answers to solve your social media headaches. Still, the fact of the matter is social media is constantly changing, and platforms evolve with the click of an update button.
Audiences differ from platform to platform. Like most things in social media, you need to plan, execute, analyse and adjust until you find a strategy that works for you.
However, if you’re asking us which platforms/features we’d be investing in for tourism right now, we’d have to go with TikTok and Instagram Reels.
