COURTESY OF CAROLINE BELGRAVE |
XANDERST / SHUTTERSTOCK . COM |
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with existing clients that also bring awareness to new potential clients through social media . With so many ways to use the tools of social media , travel advisors should use a medium ( text , audio , photography , video ) that best works for their style and brand . Don ’ t try to do it all .
Belgrave says the path to success with social media is “ researching how your buyer personas ( meaning the traits and characteristics your typical client has ) use social media and which platforms they are spending their time on . An alternative strategy is to be on platforms that are on trend and creating a presence to draw potential clients to you and your business .” TikTok , with its short-form videos , was the fastest growing platform in 2020 and early adopters from the travel sector are seeing great success . It beat out social media giant Facebook for the most downloads , and although it ’ s demographic is statistically Generation Z , there is potential to reach other audiences . Another hot spot is YouTube , owned by search engine giant Google and the go-to spot for people to get answers to every ” how ” question in the universe . With 2 billion monthly users and hundreds of hours of video consumed per
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minute , now is the time for advisors to tell their travel stories .
Short-form videos on a variety of platforms are seeing the largest reach and higher levels of engagement than other types of content shared , such as static images or text-based posts . In response to TikTok ’ s short-form videos , YouTube also introduced YouTube Shorts and Instagram introduced Instagram Reels . If you don ’ t like the idea of video , then the audio-based and invitation-only platform Clubhouse is the place to be heard . Facebook is still a powerhouse and continues to rise to the challenge put forth by other platforms with new features and functions .
If you haven ’ t guessed it , “ social media ” and “ now ” are the answers to how and when is the best time for travel advisors is to rebuild their businesses . After all , we ’ re in the renaissance of travel and social media , and it ’ s important to be prepared with the tools to succeed moving forward in the worlds of both .
Follow Belgrave on Instagram at @ carolinebelgrave or connect with her on LinkedIn at linkedin . com / in / carolinebelgrave . Find her digital and social media training on Instagram at @ digital _ training _ collective .
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RECIPE : CAROLINE ’ S SOCIAL MEDIA SECRET SAUCE
• Use Instagram Reels or TikTok stories .
• Go live on Facebook inside your private groups to create an allure .
• Send out video intros on LinkedIn to let people know you ’ re here to answer questions .
• Do a podcast and invite DMCs and suppliers to come have a chat .
• Crossover with a podcast that you also broadcast on Clubhouse ( the latest au dio-only social media app ).
• Use YouTube to feature destinations or cruise experiences but put your own twist on the knowledge sharing and travel highlights .
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