Articles tagged “facebook”

Social media players like Facebook and Snapchat have had lots of of success capturing bigger shares of travel marketers' advertising budgets. But if they really want to earn the big money traditionally saved for TV campaigns, they'll need to evolve beyond the "social" label.

Right now travelers are turning to social networks like Facebook to see their friends' trip photos and get their recommendations more than they're demanding hotel and flight booking ability through its mobile app. But will Facebook become a bigger middleman in the future than it already is? We have our money on yes.

Facebook wants to become a stronger player for driving trip inspiration and travel bookings, particularly direct bookings.

Travelers should settle in to see lot more advertising from travel brands on social media than they probably already do. That's not necessarily a bad thing provided the ads aren't stoic and connect with content marketing plans both on and off social.

Many travel brands argue that they're all about helping travelers explore destinations from new angles that get them into local lives and surrounded by local communities. Traveler behavior definitely reflects this to some extent in cities throughout the world, but many brands' social media channels don't echo these scenes and instead push safer shots of familiar destinations.

It couldn't be more clear that Facebook wants its users to see the highest quality and most relevant content possible and its latest ad preferences update could have big implications for travel brands that both serve compelling and uninspiring ads to consumers. Meanwhile, Expedia and Priceline are seeing a lot of success with Facebook and are both upping their spend.

Though bots still aren't completely frictionless and can't think like a human (yet), they certainly offer a way for consumers to have a conversation with a brand during the booking process that wasn't possible before. And it is potentially a very cheap channel for the brands.

Travel brands have been chomping at the bit for a "book now" button in Instagram. With this new ad product, they're one step closer to finding out a real ROI from the Instagram strategies.

360-degree and virtual reality videos let travelers decide what they want to see and how they want to see it. Travel brands just need to ensure that they're really selling themselves and portraying one-of-a-kind experiences, which most of these videos seem to do.

How Turkey Home leveraged media partnerships and social distribution to create videos that hit home across multiple platforms.