ASPIRE BRUNCH CLUB
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TRAVEL BRANDS SHOULD BE WILLING TO LEARN AND ADAPT WITH THEIR SOCIAL MEDIA STRATEGY, DIGITAL EXPERTS ADVISE. HOLLIE-RAE BRADER REPORTS FROM THE LATEST BRUNCH CLUB, SUPPORTED BY NEWS UK
INSTAGRAM REPORTS FAST VIDEO GROWTH
Instagram saw a 150% increase in the number of videos shared in the second half of 2016. The social media platform, owned by Facebook, was initially a picture sharing app, but Gord Ray, brand development lead, said video had become increasingly important. Instagram boasts more than 600 million users globally, of whom 400 million use it daily. In the UK there are 18 million accounts. In August, Instagram launched Stories, which allows users to post videos and pictures that disappear after 24 hours. “A year ago we wouldn’t have been discussing video like we are now,” said Ray. “Video content has seen really rapid growth recently in terms of people sharing and communicating with footage more and more. We’ve seen 150% growth in videos shared in the six months to [last] December alone. “Stories is a new evolution of sharing content – it’s all about making Instagram a place where you can share your highlights.” Ray said businesses were starting to use Stories to share content, citing Emirates as a recent example.
He encouraged businesses to use Instagram Business Tools to connect a Facebook profile with an Instagram one. By doing this, brands can add ‘contact us’ buttons and gain more insights into audience and demographics. He presented statistics which
showed 60% of people on Instagram follow a business account, with 75% of those taking action after seeing something on Instagram. In 2016, the most ‘Instagrammed’ places in the world were Disney parks, while the top destination in the UK was Tower Bridge.
‘FIND THE RIGHT TONE OF VOICE AND TEST THINGS OUT’
Desiree Banugo: ‘Try different platforms’
Travel firms looking to build a stronger presence on social media should “test and learn” to find a suitable digital strategy. The Aspire audience was told there was “no quick win” to grow on social media and “no silver bullet” or set of rules to building a following on platforms such as Facebook, Twitter and Instagram. Desiree Banugo, of digital marketing
agency Melt Content, advised businesses to find the approach best suited to their needs. “Don’t be afraid to test things out,” she
said. “Try different platforms and hashtags; you’ll soon get a feel about what works.” Brands were advised to be consistent in
their messaging and to build a tone of voice. The panel agreed that Four Seasons,
Park Hyatt and Six Senses were among brands that used social media well. Banugo said: “Park Hyatt’s use of video
is pretty powerful – I feel immersed in the experiences they share.”
Gord Ray: ‘150% growth in videos shared’
32 — aspire march 2017
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