After a difficult year punctuated by various travel restrictions, between Zoom meetings and sports sessions during emails, this summer will be for renewal, with a desire to discover new horizons. While the French are once again tuned to travel time, tourism operators must be creative, more than ever, to draw attention and convince their next visitors. Here is 3 big digital trends to follow this summer in your communication.
SOCIAL MEDIA: WE SAY YES TO SOCIAL ADS!
Since 2020, the advertising budget of brands on social networks has exploded. We can explain this by the boom of the online shopping. An organic presence is no longer enough, especially in the travel sector where the content is the most liked on social media. According to a study leaded by We Are Social & Hootsuite, the French spend 5:37 hours a day on the Internet, including 2:17 on mobile. Those connected people are a new target of passionate travelers who can be reached quickly and easily. The return on investment may sound just as simple, but it isn’t that easy. The use of Social Ads is sophisticated and must be the subject of a complete strategy with clear objectives: to reach new interested and interesting people, to develop its community, to increase its engagement and to convert …
BRANDED CONTENT: WHEN SNACK VIDEOS & REMIXING EXPLODE
We spend a lot more time on our screens, discovering many type of content that we won’t even remember sometimes. So you have to be impactful, hold your attention and make an impression … but how? As we know, video has been one of the most viral content for years. And … 2021 is no exception. Videos now occupy a central place on the web and more particularly on social media, allowing brands to improve their image and create engagement while remaining ultra-easy the consummation of content. First with YOUTUBE and its longer video format, and recently with the “snack videos”, stars of brand content: short, easy and entertaining videos that can be found on TIK TOK and on INSTAGRAM, via the REAL. We watch it without counting. We like and we share them. Another concept recently appeared on these two platforms, the “remixing” of videos. The concept is simple: we recreate new video content using the same codes and the same formats as the existing one, remixed in its own way. Internet users become true ambassadors for brands, appropriating their filters, stickers and other viral content.
INFLUENCE MARKETING: A STABLE RELATIONSHIP WITH THE INFLUENCERS
The importance of the influencer marketing as a communication canal is well established. In 2020, while the relationship between brands and traditional media became more complicated, that with influencers only consolidated further, offering ever more creative and relevant content such as the lives that exploded during confinement or the videos of awareness raised to target the youngest people. In short, it is essential for the travel brands to solidify the relationship with these opinion leaders this summer and to think of your influencer relations as real press relations, with a strategy of its own.