For several years now, brands have been investing in digital communication in order to conquer an increasingly connected audience that loves beautiful visuals. Indeed, the predominance of images on social networks (with some entirely dedicated to images such as Instagram and Pinterest) has given rise to a new trend: picture marketing. Brands have quickly understood the interest of adopting this “promotion through images” strategy to generate engagement, develop their e-reputation and above all create their visual universe while reinforcing their storytelling. But how can digital strategy go beyond simple aesthetics on social networks?
- Aesthetics on Instagram at the heart of a brand’s communication strategy
According to the latest Social Trends report published by Hootsuite, Instagram is the social network on which professionals intend to invest the most in 2022. The efforts of brands are particularly reflected in the presentation of a harmonious and attractive Instagram feed reflecting a real artistic direction, known as “Insta-worthy”. The importance of aesthetics and photogenics, so typical of this social network, even leads to the term “Instagramism”. It is therefore not surprising that DNVBs (Digital Native Vertical Brands), which develop solely through their online presence, make a point of working on their social networks.
The advent of digital has also brought about a change in the communication strategy of brands. Since 1990, we have been talking about “storytelling”: a trend that consists of using narration to capture the attention of its audience. A real activator of personal branding, it allows to create a strong link between a brand and its subscribers. Let’s take the example of Instagram stories: they often give the impression of diving into the daily life of a brand, or even participating in the creation of a product, in complete transparency. This can be applied to the tourism sector. The era of the fake has been replaced by a search for more authenticity. Have you ever been captivated by the online sharing of the daily life of a beautiful hotel lost on an island paradise? We often do!
The best practices to boost your communication on this social network are in short:
1 – The Feed, Filter and Watermark rule
A harmonious world with a consistent feed (colourimetry), a grid of predefined filters and the watermark.
2 – The use of professional image quality
Use of quality photos in terms of shooting or selection from image banks according to copyright.
3 – Varied content
Importance of enhancing content for a creative editorial line.
4 – The use of Hashtag, tag and geolocation
Integral part of a visual identity and basis for referencing to obtain a wider range of content.
5 – Interaction
Like, comment … establish a privileged relationship with its community!
Today, Le Studio by GroupExpression manages the creation of content for many of its clients, such as certain tourism boards (Dominica, Alentejo, Saint Lucia or Kenya) or airlines (such as Atlantic Airways for example). The aim is to offer a digital showcase that will make followers and prospects want to discover more about them. However, this digital communication cannot be fully successful without a real influence strategy.
- A win-win conversion
During your influencer campaigns, in addition to the intrinsic visibility generated, one of the main objectives remains the conversion of prospects into potential customers. In the tourism sector, the idea is not immediately to generate a sale but, in the first instance, to inspire and create the desire to discover a tourism product presented by the influencer.
But how to evaluate this conversion? The conversion rate measures the ratio between the individuals having carried out the action finally sought within the framework of the marketing campaign and the total number of individuals reached by the campaign. Ultimately, conversion often refers to the actual purchase.
The different objectives of an influencer campaign are measured by key performance indicators (KPIs) that can vary depending on the strategy implemented. Tracking clicks via tracked links, the number of subscribers gained on an Instagram account, the use of promotional coupons, the number of participants in a contest are all indicators that allow calculating the conversion rate and, ultimately, the success of an influencer campaign.
But content creators can also generate revenue for the brand by directly marketing a product through, for example, an affiliation program.
Indeed, affiliation is a technique that consists of a seller, like the tourism industry (hoteliers, airlines, etc.), promoting its offer through a partner, in this case the influencer, who will be paid a commission based on the sales made or the turnover achieved. The seller gives the influencer a specific link, personalized to allow the seller to give him the commission resulting from his sales.
The influencer then communicates with his community and offers his followers to live the same experience as him by offering what has been presented. It is this link with his audience that will allow the influencer to directly convert what he has broadcast on his social networks into real sales.
We notice that brands are turning more and more frequently to influencers with small communities, but who guarantee them in return an authentic content, a well crafted storytelling, with a unique point of view and a very precise target. Indeed, if your target is specific, don’t hesitate to call upon a micro-influencer specialized in a specific field who will definitely reach your audience, offering you a better ROI with an engagement rate three times higher and a conversion rate twice as high as that of mega-influencers. Whether it’s mega, macro, micro or nano, the most important thing in choosing your influencer will be the adequacy between his image, his values, his relationship with his community, the members of his community and your brand.
The role of influencers in the promotion of a brand is multiple: they do much more than simply generate traffic, they truly participate in building the DNA of the brand, its image and its positioning. The tourism sector is a sector that, more than others, must put forward the “beautiful”. Indeed, the world of travel allows anyone to escape from their daily life and must, therefore, be visually appealing so that any potential traveler can project himself. Influence Marketing is therefore a way to sell beauty in a very accessible way via social networks.