4 Musts to Reach Prospective Travelers on Facebook and Instagram

(Not to be confused with reaching currently traveling users)

“Travel” by fdecomite is licensed under CC BY 2.0

As Facebook and Instagram users scroll through their feeds, they are dreaming of the vacations they want to take. They interact with their friends’ travel photos. They may even follow the destinations they want to visit, and if they’re even more serious, they’re posting and talking about the trip they’re planning. These are all important behaviors to remember, because they can be used to target prospective travelers with Facebook/Instagram ads.

Posting What They Want to Visit

As with all marketing, it’s vital to use content which stirs emotions and encourages your audience to envision themselves in it. Instead of talking at them, ask yourself if what you’re sharing is interesting and relevant. Avoid selling and advertising posts. Instead, post interesting content about coveted destinations (parks, cities, museums, landmarks, hotels, etc.) with a video (preferred) or a photo with a link to a mobile friendly webpage on your site. It’s not necessary to have a web page for each destination on post on your page. Instead, you can compile lists in a blog format and include the blog’s url in the post to drive traffic to your site. Additionally, these blogs can be repurposed into free digital downloads or e-books available when a user inputs their email address. It’s a great way to capture an email and build your e-newsletter list.

Photos and Videos!

“Travel” by Rosanetur is licensed under CC BY 2.0

Travel is very visual; put it to work. Photos and videos do not need to be professionally created, and on Facebook and Instagram there’s evidence that amateur photos and videos capture a larger audience. Break out your phone and record a short video, GIF, or Boomerang. Transform your photos into a Ripl or slideshow. All of these count as videos on Facebook and IG.

There are many ways to grow your bank of photos, videos, and content. Repurposing and resharing your clients’ media is a great way to highlight your product genuinely and for free. Clients and guests naturally take photos and videos when they travel. When possible, encourage them to tag your business. This is a fantastic way to garner free advertising and referrals in a genuine way. Keep in mind, it’s important to ask permission before resharing someone’s photo/video/post. This can be done simply by sending them a message.

Harness the Power of Stories

Facebook and Instagram stories are perfect to spotlight travel related businesses (hotels, attractions, travel agencies, destinations, airlines). Many users are spending more time watching stories than they are scrolling through their feeds, and stories aren’t subject to the stringent, finicky algorithm (yet). Once again, visual, genuine content is king. Adding raw, amateur, fun videos and photos to your story will capture the attention of the viewer.

To reach new users who haven’t liked your business, try tagging the location related to the post. Instagram users can find these stories under the Discover tag. Also adding appropriate hashtags and tagging related partners will help your story reach an audience outside of your current fans.

Stories must stay fresh, so posting frequently throughout the day is your best bet at capturing the largest audience. For a great podcast on the dos and don’ts of stories, listen to Casual Fridays’ episode 211, “How to get more views on your Instagram stories” https://casualfridays.com/get-more-views-on-your-instagram-stories/

Advertising to the Right People

“89/365 Mar 30, 2011” by Becca Peterson is licensed under CC BY 2.0

It can be tricky and time consuming to target your Facebook/Instagram ads to people who are planning or hoping to travel. However, Facebook is rolling out a new feature which will make this easier. You can learn about it here: https://www.facebook.com/business/help/1533285223454011

In the meantime, you’ll have to use the old fashioned audience targeting resources. I recommend using and testing each of these audience targeting methods to determine which is best for your company.

Option 1: Create a Lookalike Audience

If your business has an email or client list, you can create a custom Facebook audience in Facebook Business Manager by uploading your current list. Facebook will then find other users like those in your list and will create a “lookalike audience”.  

Option 2: Create an audience based on the clients you have or want

Option 3: Target using behaviors

For example:  Detailed targeting: Behaviors -> Travel -> Family Vacations

Four Ways to Increase Facebook Followers for Free

Many businesses and individuals focus on how many followers or fans they have on Facebook. Even though this number is important, it’s not crucial. At this point in time, you can get greater reach using paid Facebook advertising easier than you can with organic reach. However, it’s still important to invest in acquiring the right fans/followers. The number doesn’t matter as much as the quality does.  Here are four ways to attract the right fans/followers without spending money on ads.

  • Know your followers
    • Facebook provides valuable insights for business pages. Choose Insights from the top level menu on your Facebook page. Then under the right-hand side menu, select People. Facebook provides you demographics on Your Fans, Your Followers, People Reached and People Engaged. Go through each of these groups and pay attention to the breakdown of the ages, sexes, and location. This gives you a good picture of who likes, follows and engages with your page. Based on these demographics, you can target your posts, pictures and tone toward the type of people who follow you. This will help you attract others like them. 
  • Give them what they want
    • Next to the Insights tab in Facebook is one for Publishing Tools. Here you will find a list of your page’s posts with their corresponding reach and clicks/actions. The greater the number of reach and, more importantly, clicks/actions, the more successful a post. You should review this data at least on a monthly basis. Go through all of your posts paying attention to which received higher numbers. After identifying, the top three to five, click on those posts and take note of the type of content. For example, was it a post explaining a new product, a photo celebrating a staff member’s accomplishment, or a community event? Now that you’ve identified the posts with higher engagement and reach, create similar posts. If your audience enjoys hearing about your staff, give them more posts about your staff.
  • Reuse/Recycle
    • After identifying your most successful content, don’t be shy to reuse it. If a post three months ago had great engagement and you’re struggling to create content, feel free to reshare it or recreate it. This is a great opportunity for Throwback Thursdays. Make sure to hashtag it #TBT.
  • Invite people who engage
    • On each post and ad, there is a link telling you how many users liked/reacted to a post. It’s on the far left under the Like button. When you click this, it shows a list of everyone who has liked or reacted to the post. On the right side of this list is a box identifying if the user likes the page or if they need to be invited to like the page. Invite everyone who has liked the post to like your page. These users have already engaged with your content and are more likely to follow your page. Send them a little nudge and invite them.

If you’d like help with social media management or Facebook advertising, Reach Brand Management is an affordable solution. For new clients, get three months of ad management or social media management for 50% off! Email us now to take advantage of this opportunity. Nicole@ReachBrandManagement.com


Why hire a professional social media expert for your business?

1. Because you should do what you’re good at.

analytics-2697949_640We all have our mix of knowledge, skills and abilities. It’s what makes us successful. Whether you’re a sales person, business manager, local business owner or are self-employed, there’s a reason you get paid to do what you do. And you’re business deserves your full attention.

When your attention is split between doing your job and handling social media, both lose out. Your business has lost your dedicated attention to your responsibilities, and your business social media is usually becomes a burden or afterthought. Avoid neglecting your job and/or your business’ social media. Hire a social media expert.  

2. For the same reason you hire a plumber, architect, or financial planner: their skills and expertise. 

plumber-2547297_640Social media isn’t just a pastime for social media marketers; it’s their livelihood. Staying up to date on the best practices, tools and techniques of social media management and marketing is a full-time job. Professional social media users are constant learners, and they know the most current trends for making social media work for your company.

3. To save money.

twitter-292994_640It’s imperative to a successful business to reduce waste, and wasted time is wasted money. Splitting your or an employee’s time between their key responsibilities and the management of social media will generally squander their time. Social media, when done correctly, is very time consuming. Social media management requires the creation of content, posting of material, monitoring and responding to the audience, the creation and implementation of advertising, and monitoring insights and results. It’s a job in-and-of-itself.  

4. Because your customers deserve it.

board-2897044_640If quality customer service is an integral component of your business, then the use of a dedicated social media manager is crucial. They are monitoring social media near constantly, making them incredibly responsive, so when clients or potential clients reach out, they can respond immediately. No more will a message go unnoticed or a comment unacknowledged.

Furthermore, a social media manager will decode the analytics to determine what your audience wants in order to give them more of what they want to see, keeping them engaged. Content should not solely be posted because that’s what the business wants to put out. Content should be a balance between what the company wants to communicate and what the audience likes to see. A pro social media marketer will know how to appease both parties.

5. Because using and working in Facebook Business Manager is terrible!

graph-3033203_640In order to reach your fans and followers, it is a requirement for your page to spend some advertising dollars with Facebook. And if you want those dollars not to be a complete waste, using Facebook Business Manager is a must. It isn’t the easiest, most intuitive system to work in, but a professional knows how to make it work for your business. As an added bonus, Business Manager can provide you with valuable insights into the results of your advertising and your business website analytics.