Some travel advisors are more comfortable with social media than others. But most would agree that it is a key part of any good marketing program, whether it takes place on Facebook, TikTok, Instagram or YouTube (depending on which platforms their customers frequent). For those just starting out and for those who are already active on social media but want to take it to the next level, here are several tips on creating content from travel influencers who are social media savvy.
Publish educational and informative content
Above all, provide value to your social followers. Being too promotional doesn't work on these platforms. Instead of posting one travel deal after another, “offer informative and educational content,” says Bernice Padilla, travel content creator at Trendy Traveler LLC. “Create travel destination guides, tips and advice. This makes you an expert and a resource for travelers. Also share your personal experiences to make it more accessible.
Tell authentic stories
“Share real experiences, both highs and challenges, to create real connections with your audience,” advises luxury travel designer Michael Amanor. “Whether it’s an unexpected encounter with a local or a lesson learned from a travel mishap, authentic stories resonate and build trust. Incorporate anecdotes, personal photos, and behind-the-scenes moments to bring your content to life.
Know your audience
Take the time to know and understand your target audience. What social platforms are they on? What are they talking about there? What do they like? What motivates them to share with others? Knowing these elements will help you create content that appeals to them.
Engage and collaborate
“Interact with your audience by asking questions, conducting polls, or hosting Q&A sessions,” suggests Amanor. “Your subscribers will often give you a preview of what they want to see next. Collaborating with local businesses, other travel influencers or even your customers can also provide new perspectives and expand your reach. By combining your strengths, you can reach new audiences and offer diverse content.
Shooting non-stop
Photos are a must on social media, but there's no need to keep up with posting attention-grabbing images. “The best camera is the one you always have with you… your iPhone or Android,” says Will Byington, professional photographer and video/photography coach for travel advisors. “Remember, you miss 100% of the shots you never take, so shoot.” He suggests “taking tons of photos because you may never get back to that place or that time.” If you take a lot of photos, eventually you will get the photo you need. He also mentions that, if you've ever missed a photo because it was taken so fast that you couldn't open your camera in time, here's how to open the camera in a second: On an iPhone, do a quick swipe left. from the lock screen; or on an Android, double-click the power button.
Take photos from different angles
Byington also encourages advisors: “Don’t make the same decision as everyone else. Do something different. Go low. Go high. Go wide. Get closer. When you find yourself at that moment in a historical place or place, take the photo from a different angle. This is the kind of content that people are interested in. He tells travel consultants in his workshops: “I believe each of you can take great photos. Don't get overwhelmed. Have fun. Create. See what you can offer. Better to do it than to make it perfect.
Use a lot of video
Many travelers (and consumers in general) want to discover new places and things through video content, especially short-form videos like those on TikTok, Facebook Reels or Instagram Reels. Video is an engaging way to showcase destinations and experiences. Wherever you go, shoot video from your mobile device. Be authentic, talk about what you love most (travel, of course), and your followers will respond.
To be coherent
“The more you post, the better your content will be,” suggests Padilla. “You learn a lot just through trial and error, and you'll better understand what type of content resonates with your audience.” Set a posting schedule and, whether it's a few times a week or daily, choose days and times that fit your work and life schedule, then stick to it.
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