Articles tagged “snapchat”

For many travelers, loyalty programs increasingly feel like gambling in a casino — where the house is stacked against you. Adding flexibility to programs can help brands regain travelers' trust.

But is the Snapchat audience willing to devote more than three seconds to watch it? This is something any travel brand attempting to experiment on this platform should ask themselves.

Sitting out the race to figure out Snapchat marketing or develop robust partnerships with trusted content providers is a losing proposition for travel companies, regardless of their position in the industry.

Between their digital advertising tools and deep knowledge of consumers, there's virtually no tech company on earth (other than Google) that can match Facebook and Instagram. The launch of Instagram's new "Stories" feature should make advertising competitor Snapchat very afraid.

New heavy-content social networks are beloved among the younger generation. Whilst travel's adoption of these networks has been slow, the networks themselves have been in constant growing.

With Snapchat's move towards becoming advertiser-friendly, it may be an opportunity for the travel industry to adapt to the new content-heavy platform.

Visual content creation, curation and distribution presents challenges and opportunities. The best way to deal with the challenges is a consistent, head-on approach to ensure a brand culture that embraces the ins-and-outs of social media engagement and community building.

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.

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.