Social is Supreme
People liked, shared, favorited or commented on brand content across Facebook, Instagram and Twitter nearly 13 billion times in the first quarter of 2015. With Facebook, brands and celebrities are easily promoting themselves through their fan pages that accumulate millions of likes and interaction daily. Coca Cola itself has 96 million Facebook fans globally, and that engagement leads to high volumes of sales via promotions.
Twitter allows great conversations and feedback to take place between the producer and end user, giving brands great public relations opportunities and connections with consumers globally. Of the 320 million registered Twitter users around the globe, 37% will buy from a brand they follow, 42% learn about products and services, 41% provide opinions about products/services, and 19% seek customer support.
Out of all the social media platforms, Instagram has seen the most dramatic change in engagement and purchasing between brands and consumers in 2015. Posts per brand rose 21% totalling at 108 each year, and consumer engagement per brand and per post skyrocketed to 108% totalling at 1.9 million. According to a survey Instagram ran in November 2015, 60% of users say they learn about products and services on Instagram and 75% say they take action after being inspired by an Instagram post—like visiting a website, searching, shopping or telling a friend. Brands focused on active living like Nike and GoPro find that the visual platform is great for emphasizing.
Out of all the industries that are interacting with consumers through social media, hospitality and tourism have seen huge success with a variety of colorful tactics. 85% of leisure travelers use their smartphones while traveling abroad, and that includes checking in on social media multiple times a day. Now with all of those people using their smartphone, brands are starting to very carefully place advertisements and incentives specifically meant for travelers or newcomers. It seems to be working, because 74% of smartphone users say that information they found on social media platforms could influence their choice of where to stay. Restaurants and hotels are using location-based services, review apps, and promotional profiles as ways to engage and bring in new consumers. Being able to check-in through Facebook or set your location on Instagram have allowed establishments to have their content and products shared across the globe. It’s not just about having a social media account for people to see, it’s about displaying great content that entices users to visit you. Important factors include diversity, showcasing the benefits of your hotel or restaurant in an aesthetically pleasing way, tagging the location as well as incentives to visit, and offering ways to engage everyone who clicks on your page.