How Top Travel Brands on Social Media Perform on Pinterest, Vine and Tumblr
Skift Take
With image and community-based platforms like Snapchat, Meerkat, and Periscope on the scene, brands need to be cautious about spreading themselves too thin and must reevaluate their presence.
Any travel brand that expects to do well on social media has a strong presence on at least half of the Facebook, Instagram, Twitter, and YouTube platforms.
But how do they connect with travelers on the more tricky social networks?
Skift took a quick look at the brands that drive the highest social activity activity within the most active social sectors (as measured on SkiftIQ), and compared this to what they're doing on image-dependent platforms like Pinterest, Vine, and Tumblr. Of the top five airline, booking sites, destinations, hotels and media brands we found that 75 percent are on Pinterest; 70 percent are on Vine; and 30 percent are on Tumblr.
Pinterest: On this platform, media brands had the strongest visibility, mainly by curating original and community content for travel inspiration. Lonely Planet, Travel Channel, and Condé Nast Traveler came out on top with the most follow
