THE UNDENIABLE IMPORTANCE OF INSTAGRAM IN TOURISM MARKETING .pdf
Nombre del archivo original: THE UNDENIABLE IMPORTANCE OF INSTAGRAM IN TOURISM MARKETING.pdf
Título: Tourism Marketing
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THE UNDENIABLE IMPORTANCE OF INSTAGRAM IN TOURISM MARKETING
In the year 2013, it was Instagram - the quirky
social network sharing photos and videos - that
hit the charts big time. A report presented by
Simply Measured showed why Instagram
matters, and since it came out, the number of
marketers taking interest in Instagram has been
on the rise dramatically. The fact of the matter is
that, in 2013 alone, nearly 71 percent of the
biggest brands used Instagram to market their
products, services, or brands. At present, the
fastest growing social media site is giving tough
competition to Pinterest, as well as Google+.
Instagram is a very important platform for nearly every kind of marketer, especially for those involved in
tourism marketing. As the platform allows marketers to collect content created by consumers and use
the same for the purpose of promotion, using it the right way can bring good news to almost any travel
Visual content has traditionally formed the base of online tourism marketing. But, presenting to
consumers the same old polished tourism images to promote a particular destination or hotel is not the
best way to do things anymore. These days, a marketer needs to be able to sell that which is authentic,
by using attractive visual content.
A number of popular destination marketers, including VisitBrazil, VisitNorway, and VisitDenmark, have
already recognized the importance of this trend. They can be found to integrate Instagram photo
streams into their sites in prominent ways.
The power of videos
The Traveler Study of 2014, conducted by Google, showed the world that online videos play a critical
role when it comes to inspiring seasoned travelers with the help of tourism online marketing, by fueling
their decision making process in a positive way. Lexus, the famous car manufacturer, put into practice
some of the teachings of the study, by creating stop motion video with the help of user submitted
Opportunities for marketers
Above, only two examples concerning how Instagram’s potential and image can be leveraged for the
purpose of creating brand awareness and enhancing profit in tourism industry have been provided.
There are other ways of doing the same, too. For example:
Creating ads from consumers
Submitting photos that inspire curiosity
Recruiting the right employees
Spreading awareness regarding fresh offerings
Instagram is certainly not a tourism online marketing site in its core. It is a social media network first and
foremost and everything else later. Yet, it can assure the scope for using innovative strategies to help
tourism brands make themselves more appealing to potential customers.