SALES & MARKETING
NOT JUST A
THE FUTURE OF INSTA-BOOKINGS
By CHLOE RILEY , ASSOCIATE EDITOR
Unlike its more ROI-friendly cousins , Facebook and Twitter ( where hyperlinks , and the potential tracking they provide , are encouraged ), Instagram hasn ’ t always been so conducive to measurement . It ’ s a place for pretty pictures , brand-building and “ like ” gathering , but in terms of links and the direct bookings that follow , historically there hasn ’ t been much going on the platform .
Instagram accounts , whether business or personal , are limited to one link in the bio , and all posts must direct back to that link ( excluding Instagram ’ s ads and a recently added purchasing button for Instagram Stories , more directed at retailers , which have done a much better job giving “ one-click ” buying options ).
But in May , the Facebook-owned company rolled out a self-described “ action button ,” a link on an account ’ s homepage that takes the user directly to booking opportunities — most of which revolve around restaurants and experiences like ordering concert tickets or planning a day of horseback riding .
According to Instagram Director of Product Marketing Susan Rose , the move came out of feedback from both individuals and businesses looking for more action-driven options on the user end .
“ Many of these actions are often already happening on Instagram , just in ‘ hacky ’ ways , so we ’ ve made this more turnkey for consumers and businesses ,” she says .
“ The biggest challenge we ’ ve had with social media , not just Instagram , is how do we quantify and how do we demonstrate an ROI ?” says Agnelo Fernandes , chief strategy officer and executive vice president of the 500-room Terranea Resort in Rancho Palos Verdes , California .
“ With the ( new ) Instagram button , it gives
50 hotelsmag . com July / August 2018