Last week, I revealed why Micro-Influencers Will Be More Impactful than Major Influencers. This is part of my series of the top 7 trends your travel company needs to know to win social media in 2018 and beyond.
Here’s why social media trend #3 is key for travel brands to succeed and the best practices your brand can implement into your social media strategy today:
The top platform for researching and booking travel? Mobile – by a mile. And travellers don’t put the phone away while on vacation – eighty-five percent of leisure travellers use their smartphones while abroad  to look up directions and addresses, look up reviews of tours operators, lodging and restaurants, post photos and videos from their experiences, and find flight deals. Travel brands can best optimize for this trend by making sure their social media content is mobile-friendly.
How can you easily adapt your social media content to be mobile-friendly first? Follow these best practices:
1) Picture perfect. Focus on posting visual content such as photographs, infographics, and videos to catch the user’s attention as they scroll through their feeds.
2) Less is more. Keep written content short and sweet.
3) It’s hip to be square. Go square format over landscape. Square videos (1:1) take up 78% more space in the News Feed and mobile feed than landscape videos (16:9) and is the recommended format for content posted on Facebook and Instagram.
4) Quality, not quantity. Use high-quality images that are clean and in focus. No image should be blurry or grainy. As well avoid images with too much text so that users can quickly process the concept.
5) Size matters. Stick to posting the recommended image sizes for each platform. In a nutshell, here are the best sizes:
Facebook – 1,200 x 628
Twitter – 1,024 x 576
Instagram – 1,080 x 1,080
LinkedIn – 552 x 368
Pinterest – 600 x 900
Google+ – 800 x 320
6) It’s quiet…too quiet. Videos on social media platforms like Facebook and Instagram automatically play without sound as users scroll through their feeds. Sound can be turned on when users select the unmute button located on the corner of the video, but most users don’t. So, adding captions or titles to your videos will better grab mobile user’s attention so they can still follow the story without sound.
7) Check 1, Check 2. Test and view your content on the mobile apps to get a feel for what your social media presence is like for mobile users.
8) Location, location, location. Geotag and use hashtags relevant to your location on social media posts. Remember how I mentioned eighty-five percent of leisure travellers use their smartphones while abroad? Tagging the locations featured in your posts will help users discover your brand easier as they look up directions, reviews, flight deals, as well as photos and videos of potential experiences on their phones.
Who’s rocking this? @Ontario Travel
As you scroll through their social media feeds, you’ll notice the images are mostly user-generated but stand out as high-quality. Each image gets the message across quickly and the copy is concise, clever and conversational. They post a mix of square and landscape images and videos with fun graphic title overlays and captions which usually receives high engagement among their fans.
Next week I’ll cover the Convergence of Social Media Platforms and how to best implement this into a multi-platform strategy for your travel brand.
Want to know more about digital marketing trends and how to best implement them into your social media strategy? Stay tuned! Over the next few weeks I’ll continue the discussion on the top trends and reveal best practices to help you win social media in 2018 and beyond.
Looking to improve your travel brand’s social media strategy? Find out more about how Bannikin can help you here.