Instagram is hot property for tourism today. This series of Hotels Tourism Instagram Marketing Tutorials will provide a brief video (under 30 seconds) to overview the benefits of Instagram with respect to its major features. The description and notes under the video will expand on the How and why for each aspect.
Aligned with New Consumer Behavior
Instagram aligns with the new attitude to information which is visual, engaging and real. Real in the sense that it is user and brands sharing what matters. It’s authentic as Instagram does not allow affiliate marketing and you cannot link back to your site or a landing page that sells a product.
Its a counter-intuitive channel for brands, or so it would seem. But the reality is that Instagramers, and perhaps consumers in general, are wary of brand messages. What brands say about themselves tends to be largely discounted.
Entertain To Inform & Engage
The new trend to brand adverting is more in line with entertainment. Entertainment first and Information second is the new norm for brands. We see this with BMW example and with the fun ads by booking.com and others. The concept is to provide interesting, entertaining content that engages and motivates without having to bang the drums and shout out a message.
Let the medium tell the story. So Instagram has its own 15-second stories and its full video with IGTV. And that in direct response to the fact that videos are more engaging than photos. In fact video posts get 38% more engagement than image posts and twice the number of comments. The fact is that 100 million users are interacting with Instagram Live video everyday.
Favoured by Millennials
Instagram Stories were launched a years after Snapchat had introduced the concept to great applause. Yet today 68% of Millennials use Instagram versus Snapchat (about 40% use Snapchat). As Millenials are the new consumer it is important to follow their thinking and to be where they are. They are a new consumer with a very different motivation. They care about the experience first, and put what is done, how it is done and its impact above valuing things and possessions. This requires a new philosophy for brand messaging and brand integrity.
Aligned with New Consumer Behavior
Instagram aligns with the new attitude to information which is visual, engaging and real. Real in the sense that it is user and brands sharing what matters. It’s authentic as Instagram does not allow affiliate marketing and you cannot link back to your site or a landing page that sells a product.
Its a counter-intuitive channel for brands, or so it would seem. But the reality is that Instagramers, and perhaps consumers in general, are wary of brand messages. What brands say about themselves tends to be largely discounted.
Entertain To Inform & Engage
The new trend to brand adverting is more in line with entertainment. Entertainment first and Information second is the new norm for brands. We see this with BMW example and with the fun ads by booking.com and others. The concept is to provide interesting, entertaining content that engages and motivates without having to bang the drums and shout out a message.
Let the medium tell the story. So Instagram has its own 15-second stories and its full video with IGTV. And that in direct response to the fact that videos are more engaging than photos. In fact video posts get 38% more engagement than image posts and twice the number of comments. The fact is that 100 million users are interacting with Instagram Live video everyday.
Favoured by Millennials
Instagram Stories were launched a years after Snapchat had introduced the concept to great applause. Yet today 68% of Millennials use Instagram versus Snapchat (about 40% use Snapchat). As Millenials are the new consumer it is important to follow their thinking and to be where they are. They are a new consumer with a very different motivation. They care about the experience first, and put what is done, how it is done and its impact above valuing things and possessions. This requires a new philosophy for brand messaging and brand integrity.
