Is Snapchat The Next Big Thing For Travel Brands?

Is Snapchat The Next Big Thing For Travel Brands?
SHARE
THIS



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

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

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
  • Technology

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
  • Marketing
  • Media

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.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

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 […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

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 […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

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 […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

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 […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

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
  • Media

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, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

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
  • Marketing

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 […]