Why You Need To Embrace Multi-Platform Strategies On Social Media

Ashley Bowes | March 8, 2018

Now that you understand how to use mobile magic to drive successful results, here’s the next part in my series that discusses the top 7 trends your travel company needs to know to win social media, in 2018 and beyond.

Social Media Trend #4: Convergence

Twitter now has double the word count, Instagram stories have nearly twice the number of users of Snapchat, and 45% of online users watch more than an hour of Facebook or YouTube videos a week. It seems social media platforms have reached a convergence point, with many now offering similar features and an increasing number of appealing options for marketers. While it’s never been easier to post the same content across multiple channels, this isn’t the practice with the most proven engagement.

Users (or travellers) interact with each platform differently:

Travellers planning their next adventure will look to Instagram for inspiration by following influencers, hashtags, and geotags for a specific destination.

On Facebook, travellers will look up reviews of tour operators, lodges, and restaurants, connect with communities in that region, or reach out to their friends for recommendations.

Pinterest is used for visual inspiration and to organize trips.

Twitter is most often used to get the latest news and to follow and engage in conversations with travel brands and communities.

YouTube is a good platform to discover and stream video content – like video blogs, guides, and entertaining moments created by travel brands and other travellers.

Snapchat, Instagram, and Facebook Stories appeal to travellers posting live updates while on trips. Due to the short-lived nature of the media posted on these platforms – which is accessible for up to 24 hours – users are often rewarded with authentic and highly engaging content.

How can you become a multi-platform ninja and use each social media channel differently?

Get inside your audience’s heads. To successfully pull off your own version of Inception, you must understand who your travel brand is targeting and the decision-making process that takes them from dreaming to booking. First, ask yourself the basics:

  • What gender is your target audience?
  • What’s their age range?
  • Location?
  • Income?
  • Education?
  • Interests?

Once you know who you’re aiming to target – you can research which social media platforms best engage your key demographics and create content formulated specifically for each platform. For example, if you’re a tour operator looking to increase trade partnerships, then developing a rock-solid presence on LinkedIn will be key to reaching B2B audiences. You can focus on building professional relationships, showcasing your expertize and influence in the market by creating and posting webinars, e-books, thought leadership pieces, visual content such as how-to videos, and sharing relevant industry news/insights that your target audience will find engaging. You can also focus on Twitter to build a network of businesses by retweeting their relevant content, posting industry news, or participating in Twitter chats to form new connections, build relationships, and offer insights.

Let’s get visual, visual.

Fun fact: When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

Even though travellers interact with each platform differently, visual content is the one element that remains consistent to receive the best engagement across all platforms.  

Not buying it? Visualize this:

52% of Facebook users said friends’ photos inspired their travel plans

40% of millennials trust YouTube for content, and 60% say videos they’ve watched have changed their worldview

Tweets with images receive 18% more click-throughs, 89% more likes, and 1.5x more retweets

If a picture is worth a thousand words, imagine the power of posting high-quality images, video, and graphics across multiple social media platforms. Not only will engaging visual content cut down on your word count – best kept short and sweet – but it will have a major impact in how travellers are engaging with your content as they scroll through their feeds.

Be crafty with your content. It’s tempting to post the same content across each platform as it will likely save you time and energy that can be focused elsewhere. However, cross-promoting content could be an engagement killer. The rewards of adapting your content for each platform is well worth the creative challenge. Not only will it make your brand stand out as a smart, savvy company who understands their audience, but it also ensures your messaging doesn’t get lost across the universe… that is, across each social media platform.

Who’s rocking this?

Airbnb is a mastermind when it comes to both posting engaging visual content and leveraging multi-platform strategies. Take a look at the content they posted on social media for International Women’s Day:

 

Facebook

 

Twitter

 

 Instagram

 
 
Each post follows a different strategy according to how their audience engages with the platform. The messaging for Twitter and Facebook is similar but they adapted the length and visual content to the platform. On Instagram, they stuck with the consistent look and feel of their feed which could’ve been posted on any given day. But if you take a closer look at the messaging, it’s clear the post ties in with Airbnb’s overall campaign on International Women’s Day and celebrates women in their community.

Harness the power of tools. Discover which social media manager will make your workflow easier and invest in using it to your advantage. Platforms like HootsuiteBuffer, and Hubspot are designed to help marketers master the art of a multi-platform strategy. They let you access social media channels like Facebook, Twitter, Instagram, YouTube, and LinkedIn in one place so you can save time and work in Zen mode (rather than in panic mode) each time you post on multiple platforms, check your notifications, analyze data, or schedule posts.

You’ll be a multi-platform ninja in no time!

Stay tuned! Next post I’ll discuss Augmented Reality and how to best implement this on social media for your travel brand.

Looking to improve your travel brand’s social media strategy? Find out more about how Bannikin can help you here.