Travel brands should focus on the “old school” method of publishing authentic, high-quality content rather than creating flashy experiences and tapping into influencers on social media, according to a new study from Finn Partners.
More than 2,000 consumers in the UK were polled for their opinions on content distributed by travel companies on platforms such as Facebook and Instagram. While there was a clear disdain for fake engagement and overly stylised materials, the majority look favourably upon a brand when they serve up personal experiences, eye-catching images, and unique insights and information.
The study suggests that brands should move away from any methods that can create inauthentic content and instead try to get a better understanding of audience wants and needs and then create engaging storytelling social content that adds value in some way.
This takeaway echoes findings from other recent reports. Consumers now want to be informed, entertained and educated, and are constantly seeking meaningful interactions and engagement. Finn Partners urged travel brands to resist the urge to quickly build a following as consumers won’t be fooled into purchases easily.
Finn Partners’ executive Debbie Flynn said: “Marketing managers and PR executives need to balance the requirements of the whole of their audience, understanding that almost 50 per cent aren’t influenced by social media, and that the other 50 per cent prefer content that speaks personally to them – the useful tips, and stories of personal experiences that will help them to make a decision about where to travel, and how.”
