Social media has lengthy been a supply of journey inspiration. Direct engagement on social channels can encourage gross sales – notably for youthful shoppers. GlobalData’s GlobalData’s Q1 2021 Shopper Survey revealed that 30% of Gen Z and 32% of Millennial shoppers acknowledged that direct engagement with a model is a key driver of a purchase order – that is in comparison with simply 17% of shoppers in older demographics who stated the identical.
One social media channel that facilitates direct engagement is TikTok, with the platform favouring pure and genuine content material that drives interplay (similar to challenges or stitches, in addition to feedback). TikTok’s algorithm additionally performs an element, tailoring its ‘For You Web page’ in the direction of the person’s distinctive likes or pursuits, and immersing them in content material that speaks to the person, not only a mass viewers.
TikTok has amassed a wealth of travel-related content material, for which there’s large demand. The hashtag #journey has over 94 billion views, whereas #tiktoktravel has over 32.7 billion views. Right here’s a couple of examples of how journey manufacturers are capitalising on this curiosity with their very own TikTok campaigns.
Ryanair makes use of relatable and humour-driven content material
Ryanair is among the many most profitable journey manufacturers on TikTok, now with an viewers of over 1.4 million and a median view rely of properly over 100,000 on every video. The important thing to its sustained excessive ranges of engagement is its humorous and tongue-in-cheek content material, which it underpins with trending audios and cultural references which might be more likely to resonate with younger customers.
Ryanair’s TikTok technique can also be the antithesis of the stereotypical journey content material on different social platforms like Instagram, which tends to painting all features of journey in a considerably idealised manner. In distinction, Ryanair pokes enjoyable on the actuality of the journey trade (and as its personal popularity), referencing the whole lot from troublesome passengers to cancelled flights. In flip, this helps to bolster its core message, which is reasonably priced, no-frills journey.
Throughout a troublesome time for airways particularly, Ryanair’s TikTok technique has maybe confirmed that youthful shoppers desire honesty and relatability somewhat than polished content material on social, with the airline repeatedly driving engagement (in addition to preserving client expectations in test).
@ryanair Gratitude goes a great distance queens ????
Disney Parks presents behind-the-scenes perception to attract in followers
YouTube has been a pure dwelling for Disney-related content material previously, with a whole bunch of channels devoted solely to Disney parks and resorts. In more moderen occasions, TikTok has taken over as a fan favorite, enabling Disney Parks to construct an viewers of 4.8 million on the platform– its largest out of all its social media channels.
Disney has used a mixture of behind-the-scenes content material and challenges to drive consciousness and engagement on TikTok, in addition to supply steering on security laws and adjustments in its numerous places post-Covid. Moreover, it shines a lightweight on small and distinctive particulars that may be present in its parks and resorts, appearing as a visible guide-book for guests.
Disney’s give attention to TikTok was additional demonstrated earlier this yr when it introduced that it was hiring social media coordinators to work on the platform. One job description acknowledged that the position is “accountable for creating and influencing social media methods and ways that increase DPEP (Disney Parks, Experiences and Merchandise) social media presence” and that, “Expertise with all features of social media and an avid person of assorted social platforms, particularly TikTok, is required for this position.”
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Forestis Dolomites makes use of influencers to succeed in a wider viewers
The journey trade continues to embrace influencer advertising and marketing, with the technique enabling journey manufacturers to showcase an actual, lived expertise – not only a shiny advert. One latest instance of this comes from the Forestis Dolomites resort, which partnered with quite a lot of influencers to showcase its luxurious vacation spot resort within the north of Italy. Whereas content material was created for various social channels, TikTok was a core focus, with every influencer creating particular movies for the platform.
One motive why influencer content material works properly on TikTok is that it has the power to quickly unfold and attain new audiences. Not like Instagram or YouTube, the place customers sometimes have to observe particular influencers to see their content material, TikTok serves a wide range of content material to customers primarily based on their pursuits or different folks they observe, thereby enabling it to go viral. Curiously, Instagram not too long ago acquired backlash for brand new adjustments to its platform that mimics this algorithm.
With Forestis Dolomites partnering with influencers like Victoria Magrath – who is often a luxurious trend and way of life influencer – it ensured that the content material could be seen by each present and new audiences, who fall below the proper goal demographic.
@victoriamagrath That is BEYOND ???? I’ve dreamed of visiting this place for years!! Penthouse Suite tour at @Forestis #roomtour
Reserving.com makes use of TikTok as a testing floor for brand new content material
Reserving.com has not too long ago launched its first TikTok-only marketing campaign, tapping into the rising development of shoppers buying by way of the platform with #TikTokMadeMeBookIt. The marketing campaign entails seven dream getaways, which customers can acquire an opportunity of successful by 360-interaction with the model – i.e., liking, following, and tagging its movies.
Whereas this can be a blatant bid to drive direct engagement and construct an viewers on TikTok – one which hopefully sticks round for later content material – Reserving.com’s first marketing campaign can also be a chance to check and study what works on the platform and what doesn’t, which is more likely to inform its future technique.
As reported by PhocusWire, Reserving.com’s director of social media Laura Kaye stated: “We don’t actually know what the TikTok group is in search of. We’re utilizing the launch to construct an viewers, and we’re attracting folks by freely giving journeys and placing out a bunch of various content material to see what’s resonating.” For now, establishing a presence on the platform is the primary precedence.
@bookingcom Sure, within the blink of an eye fixed you will be wherever you need. Can you allow inside 2 days!? Like this video. Observe @bookingcom. And tag your journey companion with #TikTokMadeMeBookIt for an opportunity to win a visit as much as 10K to wherever that really exists (and that’s avail on Reserving.com lol)! No buy wanted. 18+. Ends 11:00 CEST on 24/07/22. Verify the hyperlink within the bio for the official guidelines.
Delta Airways makes use of natural person movies to drive views
Delta Airways is one other instance of the right way to drive engagement on TikTok, with the airline persistently driving excessive views and interactions on the platform. One in every of its first campaigns, launched in 2021 in partnership with TikTok itself, was the #FavoriteTripChallengeHashtag, which requested customers to publish movies of their favorite locations utilizing the hashtag. The consequence was additionally a tonne of natural content material that Delta may then repurpose, fuelling the virality of the hashtag. Skift reported that the marketing campaign generated over 19.5 million views in its first 36 hours.
Persevering with its technique with challenges, trending audios, behind-the-scenes movies from airline workers, in addition to influencer content material – Delta Airways now has over 9.3 million likes on TikTok. Delta additionally delves into aviation, creating content material particularly for these within the extra technical features of flying.
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Go to Singapore highlights undiscovered facet to interact younger travellers
TikTok is host to a wealth of content material associated to backpacking, hole years, tenting, and different adventurous types of journey. One firm hopping on this development is Go to Singapore, which makes use of the theme of ‘undiscovered journey’ to spotlight the hidden gems of its vacation spot, in a bid to attraction to younger travellers.
As an alternative of normal journey influencers, Go to Singapore not too long ago launched a marketing campaign that includes a extra genuine illustration of its tradition – its grandmothers. The marketing campaign, which additionally options Australian comedians, Swag on the Beat, goals to painting the actual and genuine tradition of Singapore, partaking younger travellers who may solely see a one-sided or stereotypical view on social media.
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