With the new year is upon us, it\u2019s about the perfect time for brands to evaluate their social media strategies for 2016. Last year brought numerous changes and enhancements to some of our favorite social networks. The debut of live-streaming apps \u200a\u2014\u200a Periscope and Meerkat, along with Snapchat and Instagram becoming major platforms for visual content and freshly launched video content formats on Facebook and Twitter provide opportunities for travel brands to cultivate new strategies moving forward.
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On the surface, Snapchat may not seem like the best fit for travel brands. The smartphone app allows users to send texts, photos and videos that appear for up to 10 seconds and then disappear. Despite its conciseness, some of Snapchat\u2019s attributes, especially its emphasis on visuals and immediacy, could lead its users to share stories about their travels on the platform. As a result, travel brands have started experimenting with a presence in the app last year, and we believe this trend will continue in 2016. We’re on @Snapchat<\/a>! Follow MarriottHotels & see how we (& some of our closest friends) #TravelBrilliantly<\/a> every day. pic.twitter.com\/mrKyaTYby1<\/a><\/p>\n \u2014 Marriott Hotels (@Marriott) December 19, 2014<\/a><\/p><\/blockquote>\n <\/p>\n Travel brands have been using Instagram (with mixed success) for a few years now, and it won\u2019t be a surprise if brands within the travel industry will keep investing in Instagram in 2016, especially with the Instagram Ads having been introduced, there are even more opportunities now.
\nIn the meantime, some brands are already seeing an opportunity in introducing themselves to Snapchat audiences, even without an immediate expectation for bookings. Marriott Hotels,\u00a0a great example on how travel brands can use Snapchat<\/a>, is one of the first travel brands to join Snapchat last year and collaborated with influencers in its first campaign on the platform.
\nA three month-long campaign, launched a few years ago, was a successful bid to entice a younger demographic of travelers. Marriott selected four social media influencers who were travelling across key Marriott properties worldwide, taking trip route suggestions from the audience and reporting about their journeys on Snapchat. As a result, the Marriott campaign garnered over 24 million total views.
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Instagram is a platform to stick with<\/h4>\n
\nThere are a few great examples on how travel brands were using Instagram last year:
\nContent is still a King. Emirates think so too. We\u2019re sure you remember a\u00a0video of two Jetmen flying alongside stunning Emirates A380 airliner<\/a> that became viral almost instantly.
\nWell, Emirates went further and used their Instagram channel to support their campaign, posting some exclusive behind the scenes footage.
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