In social media marketing, there are increasingly new ways to reach target audiences, develop and foster engagement and provide a new perspective of a brand or initiative. Most brands seem to have best practices in place for their use of Facebook and Twitter for these purposes, but many are still grasping the best ways to use Instagram as a storytelling mechanism.
The use of Instagram is a great way to allow brand followers to see a glimpse of what happens behind-the-scenes in a friendly way, and promote new perspectives of their mission, campaigns, and stories.
There have been some great uses of Instagram in travel and tourism campaigns this year that are examples of sharing a brand story through others’ eyes by empowering target audiences to tell a story on a brand’s behalf. Here are a few of our favorites:
The Expedia ‘Find Your Story’ app which gave users a new way to share travel photos by allowing them to choose photos from Facebook and Instagram to create a personal slideshow, helping travelers transform individual images into a video narrative. The app provides a new way to share travel experiences, as well as a fresh perspective of the value of Expedia’s services.
The Four Seasons Hotel Hong Kong invited Instagram users to capture views of the city and share them using #OurHK and a geotag or applicable location-based hashtags. The hotel, with the Hong Kong Tourism Board, is encouraging participants to visit specific sites, resulting in a virtual tour of the city for prospective and future visitors and providing current visitors with a list of places to see. The campaign showcases the cosmopolitan city through individual, honest perspectives rather than from the Hotel.
The InterContinental Hotels Group recently launched a #discoverIHG Instagram sweepstakes to celebrate their new IHG® Rewards Club. Through the campaign , people who register and then share geolocation-tagged images during their stay at an IHG hotel using the hashtag will have a chance to win hotel rewards. One winner will be chosen weekly throughout August 31. The campaign provides a platform for IHG guests to give a unique perspective of the hotel where they stay and tell a fun story about their experiences and trip.
Hosting contests and sweepstakes through a social platform encourages sharing of the required content for entry, further promoting the brand and campaign messages through exposure to an increasingly growing audience.
As search engine marketing continues to influence content creation, these are leading examples of brand-building initiatives, and with more than 130 million monthly active users, Instagram is an ideal platform of focus.
Some great incentives for using Instagram.
Have you seen other examples of Instagram campaigns in the travel and tourism industries? Let us know in the comments.
This is a guest post by Kelly Byrd.