MarketingHow you utilise the platform will determine the effectiveness of your reach.

Travel fans are engaged on Instagram, but can brands keep up?

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Screenshot of Instagram page.
Screenshot of Instagram page.

Insight from Instagram, revealed during a Travel Perspective session at World Travel Market earlier this month, shows travel lovers return to the service about 28 days a month.

Travel attracts one of the most engaged audiences on Instagram, according to an executive from the Facebook-owned image-sharing service.

Insight from Instagram, revealed during a Travel Perspective session at World Travel Market earlier this month, shows travel lovers return to the service about 28 days a month.

Neasa Bannon, head of travel for EMEA for Instagram, also says that travel fans watch three times more accounts than any other audience, seven out of 10 follow a brand and they are twice as likely to watch video content as any other audience.

“They are a curious, interested community that likes to give back,” according to Bannon, who adds that a million travel-related hashtags are searched for every week.

For the two months from February to March last year, #hiddengems was searched for 290,000 times.

About three quarters of travel fans and followers are also likely to take action on videos they see, Bannon says, either swiping up (for more information), sharing with a friend, visiting a website or downloading an app.

The Stories element of the service has also become increasingly popular with brands, travel and others, despite initial thinking that it would be more a one-to-one space. A third of Stories viewed are from businesses, says Bannon, highlighting brands such as Airbnb, Hostelworld and Virgin Holidays who have taken advantage of the format.

She says the shift of users to Stories has been the biggest change in user profiles since the shift to mobile, with 400 million going to Stories daily.

One questioned whether features such as “swipe up” on Stories that are restricted to those with at least 10,000 followers might be opened up.

Bannon says that the growth of the platform means more and more brands are competing.

“I would advise using IGTV and Stories and trying to stay ahead of the trends in terms of how users are consuming our platforms - that’s a good way to stay in the organic space for longer.” 

She also advises travel companies that the platform is “constantly evolving,” so they need to adjust their audience, placement and content accordingly.

“It’s very much a test-and-learn platform so you need to relook at audience and content. What worked six months ago might no longer work.”


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