Skift Take
There’s a ton of useful imagery and videos out there created by travelers that brands can use in their own marketing strategies. But incorporating user generated content needs to be done correctly to be successful.
This sponsored content was created in collaboration with a Skift partner.
Today, we’re publishing a new eBook by CrowdRiff, “The Complete Guide to User-Generated Content for Travel & Tourism Brands,” which explores how travel brands can incorporate user-generated content (UGC) into a successful marketing strategy.
More and more, it seems like people are living in the “If You Didn’t Post About It, Did It Really Happen?” mentality, especially when it comes to their leisure vacations. According to Skift’s U.S. Experiential Traveler Trends 2019 report, 53 percent of travelers agree that it’s important they share photos of their travels on social media, up from 43 percent in 2018.
Obviously, visual imagery plays an increasingly important role in how travelers discover new destinations and plan their trips — and the images and videos posted by friends and family on social media are becoming more influential than ever.
The travel content that users are capturing and sharing across social media networks –– especially Facebook and Instagram –– can be useful for destinations, resorts and hotels, attractions, airlines, and other travel brands looking to inspire and attract travelers. But it has to be used the right way.
In this eBook, CrowdRiff shares tips on how brands can put user-generated content to work as part of a successful marketing strategy. The eBook also includes examples from leading brands and practical advice on acquiring the rights to user-generated content.
This eBook looks at:
- Why travel brands should embrace user-generated content in their marketing strategies
- How brands can use user-generated content to market to travelers
- Best practices for getting photo rights to incorporate user-generated content
- Best practices for getting photo rights to incorporate user-generated content
- Examples from leading brands that use user-generated content
This content was created collaboratively by CrowdRiff and Skift’s branded content studio, SkiftX.
Have a confidential tip for Skift? Get in touch
Tags: content marketing, CrowdRiff, destination marketing, destination marketing organizations, destinations, facebook, instagram, SkiftX Creative Studio, social media, social media marketing, tourism, user generated content, visual content marketing