Is Snapchat The Next Big Thing For Travel Brands?
While Instagram has been used by tourism brands for a while now, social media influencer Li-Chi Pan reckons Snapchat is the platform that’s set to be hot, hot, hot.
Speaking at the Travel Daze conference in Sydney yesterday, the social media influencer – who recently worked with Tourism Dubai on a campaign – said Snapchat was one platform she utilised throughout the trip, sending daily snaps to the followers of Tourism Dubai.
“It’s a platform people should keep an eye on,” she said. “People enjoy seeing not such a staged image.”
However, Jesse Desjardins from Tourism Australia shook his head at the idea, saying for Tourism Australia, which is the most followed and engaged with tourism brand on Instagram according to David Fairfull, founder of social media sharing platform Scrmhub, social media marketers shouldn’t get so bogged down on being on every platform.
“It’s at the point where you can’t do everything,” he told the room of travel industry professionals at The Belvoir Theatre. “It’s really important you focus on things you think you can deliver the most amount of value on.
“[For us] it’s really hard to justify Snapchat, when you’re getting great results on Instagram.”
Desjardins also said it was important for a tourism brand to focus on its infrastructure first. Often going to conferences, marketers see presentations, see the results other companies are getting and think ‘oh we must copy them’.
However, he warned against doing this before making sure it was right for your brand and that the infrastructure was solid. “Anything can look good on power point,” he said, to chuckles around the room.
When asked my moderator and journalist at Travel Weekly, Tara Harrison, whether brands have to pay now to be seen on Facebook, Paul Nahoun, client partner of the travel vertical at Facebook and Instagram said it was about making sure you’re doing the right things for the right audience.
However, he did admit: “It does take advertising on platform to get message out there because there’s so many more people sharing on the platform.”
Brands do need to figure out what works best for their audience and on which platform, regardless of whether it’s paid or organic. Even if you throw a heap of dollars at paid advertising on a platform such as Facebook to get your brand out there, if the message is rubbish and doesn’t fit with your brand, it won’t help.
As Tourism Australia’s Desjardins noted: “If you can’t do organic well, you’ve no hope at doing paid.”
Please login with linkedin to comment
Advertising Standards Bureau ecn lee tran lam Michelle Garra Sotfball Campbelltown Inc.Latest News
Register Now For Your 60-Minute Digital Marketing Masterclass With Rocket Agency’s Co-Founder James Lawrence
Give your marketing skills a buff, polish and a nasal hair trim - and all in just 60 minutes - with this free webinar.
Adflow’s Regional OOH Coverage Expands By 60%
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
SLIK Announces Four New Key Hires
Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.
Lucciana Beynon Falls Victim To Brutal & Outdated Photoshopping
B&T warns this article contains rather racy imagery. But as you're working from home, a trip to HR's not on the cards.
News Corp Reveals The Power Of Brand Content In New Research
News unveils 'The Power of Brand Content' research. The title arguably giving away the fact that it's a huge fan of it.
The Nutrition Couch Joins ARN’S IHeartPodcast Network
Has a partner complained of incessant flatulence, pungent urine or performance issues? This nutrition podcast may help.
How Retailers Can Maximise Their Results This Sales Season
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
CUB & Clems Melbourne Unveil A Wonderful Ode To Aussie Pubs
This ode to pubs is so visceral and raw you can almost smell the chunder, the beer-soaked carpet & the urinal blocks.
Thank Your Lucky Stars, RMIT Pitch Night Is Back!
RMIT Pitch Night returns! And if you ever needed a reason to break out the cocktail shaker, this has to be it.
Study Reveals Australia Has The 14th Best Netflix Library In The World
Australia falls to 14th on best Netflix library list. However, we're still tops for skin cancer rates & shark attacks.
Watchdog Deems “Karen, Boomer, Femi-Nazi & Snowflake” Are Mildly Offensive To TV & Radio Audiences
Good news for the team at Sky News, as watchdog stops short of banning terms such as Karen, snowflake and femi-nazi.
Nine Working With Local Authorities To Ensure Love Island Goes Ahead After COVID-19 Scare
Love Island production under a cloud after COVID scare. And here's you wrongly blaming gonorrhea.
Seven Appoints New Head Of Research And Insights
Apparently daily OzTAM data not enough, as Seven names new head of research and insights.
Wednesday TV Wrap: ABC Beats 10 In Battle For Bronze
B&T never tires of the true magnificence that's the entry to the ABC's Ultimo studios. Hence this lead photo yet again.
Foxtel Ramps Up Its News Streaming With The Launch Of Flash
Foxtel now offering so much content it's considering offering a free extra day of the week with every subscription.
Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Family Guy Drops COVID Vaccine PSA And It’s Totally Brilliant
Do you often decry "I'd never watch that Family Guy smut", but secretly love Brian & Stewie? You're in for a treat here.
Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
This Is Flow Doubles Up, Winning Riverina Dairy And Liquefy Health Without Pitch
This Is Flow suffering a bout of belching, bloating and occasional fatty stools after winning Riverina Dairy account.
Meet JustEggs: The Digital Agency Driving Customers Back In-Store
B&T still loves the bricks & mortar retail experience. Less so the insidious bricks & mortar sales assistant experience.
Influencer Marketing Agency Komodo Announces New TikTok Offering
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
Joan Warner Announces She Will Step Down AS CEO Of CRA In 2022
Joan Warner to step down from CRA CEO role, as P&O 16-day 'Bula' Fijian adventure cruise starts to weigh heavily.
How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Independent Media Agencies Of Australia Launches First Campaign
if anyone believed in the power of advertising then you'd hope it was the Independent Media Agencies Of Australia.
Howatson+Company Nabs Colenso BBDO’s Levi Slavin For Chief Creative Officer Role
Howatson+Company puts a trying few months behind it with latest hire. That said, the cubicle in the men's not flushing.
Spikes Asia Appoints Jenny Lau As Events Director
When we hear Spikes Asia, B&T thinks a Singapore Sling at Raffles, chilli crab & an irritating heat rash in the groin.
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
