Just when you thought inbound marketing couldn’t get any better, Facebook up their game again. This time, the social media colossus has launched a travel-related tool to help advertisers reach users that are planning a trip.
Facebook was inspired to create a travel tool because millions of subscribers are already using the platform to discover travel opportunities. In their press release announcing the ‘Trip Consideration’ tool, Facebook statisticians revealed 68% of millennials found inspiration for the most recent trip on the platform.
Trip Consideration works with existing targeting options to identify Facebook users that are speaking about travelling or actively visiting travel-related pages. The tool is designed to make it possible for advertisers to reach people early in the planning process and deliver the right message at the right time.
How to plan for Trip Consideration
With such a powerful tool to hand, travel advertisers need to understand how to get the most from Trip Consideration. After all, you will be paying for the privilege through Facebook’s sponsored ads program.
Travel planners also have an abundance of online resources they turn to when planning a trip – and in the travel space, there is nothing more influential than user reviews and videos. People want to feel a sense of security when booking a holiday and travel videos of real holidaymakers are a credible source.
Google’s Head of Ads Research and Insights Sara Kleinberg says, people want to know what they can expect before making a purchasing decision. When planning a holiday they want to know everything “from how other families fit in the hotel to the amenities and local attractions, and even if their kids look like they are having fun.”
When internet users see other families on holiday, the idea becomes real for them. Modern audiences do not trust brand advertising. They would rather watch social media videos through the eyes of someone like them rather than polished videos produced by brands.
The evolution of travel content
Consumer behaviour has been influenced game-changing technologies; apps social media, 360-degree videos and virtual reality have all had a significant impact on purchasing decisions. Travel videos are central to travel planning. And people are glued to their screens.
There is no better medium than brand videos to invoke desire and inspire travellers to visit a specific destination. But it is user-generated travel content that makes them decide which experience they want and which company to book with.
Social media networks play a major role here. The national tourism board of the Seychelles encourages tourists to post video content of their experiences on the island. “They drive a lot of traffic to our social media page” says CEO Sherin Francis. Essentially, tourists become advertisers.
Travel content on Facebook received 9 billion in the last quarter of 2017. YouTube trumped that with 10 billion. Holidaymakers are watching everything from airlines and hotels to various travel experiences and places to eat.
Travel videos that inspire
When creating a content strategy, it is important to note that not all travel content should be social media videos posted by your customers. There has to be a blend of branded content, product content and user-generated content.
For example, Destination Niagara USA were presented the prestigious Adrian Award for their marketing campaign which included video content that reflects travel experiences visitors can expect to have. The travel videos they created invoked a sense of discovery and real thrills people can genuinely experience at the destination.
Video is not only used for marketing purposes. As a matter of fact, video is exploding as a training tool and is also been used in recruitment to inspire young people to join the hospitality and services industry. TV’s Fred Sirieix is backing a national campaign launched by the Edge Hotel School in Essex.
Travel brands are also making serial video content. Videographers Kyle Hollinger and Bill Stubblefield are broadcasting a monthly expose on the small American town of Montana featuring backdrops of the stunning landscapes and interviews with local people in the hospitality industry.
From video carousels to short, eye-catching videos that feature augmented reality, travel marketers are discovering new tools to inspire holidaymakers with visual images. And with the abundance of video content being viewed on Facebook, advertisers that take advantage of the platform’s latest tool stand a better chance of capturing customers before your competitors.