For tourist boards and Destination Marketing Organizations (DMOs) Facebook is great way to inspire travelers to visit your destination. Why? An impressive 70% of travel-related content shared by consumers occurs on Facebook. And while these numbers are encouraging, simply getting more ‘likes’ isn’t really going to drive more visits to your destination.
In order to turn potential visitors into actual guests, Destination Marketers should treat Facebook the same as their other online advertising efforts, which means engaging with them in a meaningful, targeted way. Here, we share our tips for how Destination Marketers for how best to reach and interact with travelers on Facebook.
Create brand awareness by establishing your destination early on in the travel planning cycle
As most travelers start their search with no particular destination in mind, Facebook is the perfect opportunity to highlight to inspire early in the game.
Half a billion people tune into Facebook videos each day, so there’s an audience ready and waiting to be inspired. It’s important to note that 85% of Facebook videos are viewed without sound, which underscores that you can continue to engage, even in silence. So, be sure that video assets have captions so that users can still enjoy the full experience. For more video tips, check out our tips for creating captivating Facebook travel ads.
Think outside the box for a truly unique user engagement
We’ve shared our love for the Canvas format in the past, and destination marketers have the most to gain from this format. Canvas is a chance to be really creative. A great example is what the Las Vegas Convention and Visitors Authority did through Canvas. They created 360-degree videos which showcased a handful of the experiences that potential visitors to Las Vegas can enjoy.
Be a storyteller
Facebook’s Carousel format is great for telling your destination’s story. You can feature multiple images in one ad, efficiently building awareness of your destination and ensuring travelers get a taste of your range of offerings. What’s more, Carousel has a lower CPC than single image ads.
Looking for more inspiration on how to effectively engage on Facebook? Get in touch with our travel specialists now.
Ashley is Sojern’s Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she’s been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn’t like.