Hootsuite, the most widely used social media management platform, has released new research showing that Australian hospitality and tourism brands that frequently use Instagram to engage consumers could grow their audience by up to ten times.
The research highlights that more than ever, social media engagement has the ability to drive purchasing decisions and help develop long-lasting customer relationships.
Key findings include:
- An Australian hotel, bar or restaurant is tagged on Instagram every 28 seconds
- Influencers can drive up to 87 per cent of post volume for hotels, bars and restaurants
- Hotels, bars and restaurants which are active on social are perceived 20 per cent more positively than those who are not active
- Leading organisations are using employee advocacy programs to build awareness and drive influence on social media platforms
Australian hotels, bars and restaurants who do not engage with users on Instagram are limiting their potential audience to less than 10 per cent.
“Social enables brands to maintain constant conversation, in real time – offering competitive insight on the industry as a whole.” said Darren Wright, CMO, Flight Centre Australia.
With 71 per cent of consumers making purchasing decisions based upon what they discover on social, travel and hospitality organisations need to engage with users and conversations surrounding their brand.
“Social media has transformed the way Australians discover, consume and share experiences at hotels, bars, and restaurants,” says Ben Mulligan, Regional Marketing Leader, Australia & New Zealand, Hootsuite.
“With more access to real-time information than ever before, the customer journey has evolved, and organisations need to think ‘digital first’ to meet and capitalise upon the expectations of the connected consumer”.
Less than half of hospitality and tourism brands in Australia are actively using social media, and 45 per cent of those with accounts are not engaging with their audience.
By engaging social media users, brands are creating meaningful relationships with consumers. Sharing human moments, user-generated content and hyperlocal recommendations also foster deeper connections than brands who are inactive on the social media platform.
“Social is reshaping how communities communicate, trade, work and live together. Flights, hotels, bed-and-breakfasts, tours, attractions, cities, people, transport and everything on a trip for both business and leisure is documented with the tap of your phone’s camera.” said Robin Maes, Director of Digital Media, Event Hospitality & Entertainment.
Role of major and micro influencers
Hootsuite’s research highlights how brands can engage different groups of social media influencers to potentially extend their reach by up to ten times.
When engaging influencers, brands seeking more targeted reach, and active followers should turn to ‘Micro influencers’: users with between 1,000 – 10,000 followers. They tend to have more localised followings and can drive, on average, 87 per cent of post volume for hospitality brands. Major influencers on the other hand, boost the volume of users talking about a brand by 61 per cent on average.
Employees the real influencers for brands?
In some cases, employees may also collectively hold more power and reach than brands on social media channels. Employees want to share content from their organisation, and by including and enabling employees within their social strategy, brands can reach new audiences online and increase engagement considerably.
Ogilvy has announced David Fox will be promoted to the role of CEO for the Middle East and North Africa (MENA) region, effective March 1, 2021. Based in Dubai the new role encompasses responsibility for nine countries and 10 offices across the region. The move to a new regional position follows six and a half […]
Holiday goers leaving Melbourne are being reminded to check Fire Danger Ratings (FDRs) to ensure they are fire safe and ready as they head out of the city and into regional Victoria. As part of the annual Victorian Fire Season campaign, the Victorian Government’s (Vic Gov) latest outdoor campaign harnesses the dynamic capability of digital […]
LinkedIn has unveiled its annual Jobs On The Rise report and – despite the usual suspects – it’s good news for those workers who possess digital skills and can work remotely. You can read the report in full here. As you’d expect, the report was headed by the always in-demand occupations such as health care […]
Henrik Isaksson is the regional managing director at Acast AU & NZ. In this opinion piece, he gives his top prediction on what 2021 will bring for the podcasting world. Despite a volatile media environment in 2020, podcasting has continued to grow from strength to strength. We have seen record listen numbers month-on-month and advertising […]
Lenovo has released a new campaign that applies a surprising creative twist to reviews of its products, combining them to form death metal songs. Yes, you read that correctly. The works come from Omnicom-owned Swedish agency Ehrenstrale, in a bid to target gamers, which Ad Age reports are an important audience for the brand, and […]
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]
Radio personality and comedian Kate Langbroek has returned from Italy to rediscover Melbourne’s iconic Chapel Street Precinct, which has seen a post-lockdown renaissance of business over summer. Langbroek has stitched the words ‘Support Local’ on her sleeve, making visits to many Chapel Street Precinct businesses with a film crew capturing each of the business owners […]
Paying homage to the Vincent Desiderio painting ‘Sleep’ and Kanye West’s ‘Famous’ music video, Koala Furniture’s new commercial shows a range of people all comfortably sleeping on their Koala Mattresses. Like the ‘Famous’ music video, the commercial for Koala’s new mattress begins with a close up of a single sleeping person and then slowly pulls […]
Pedestrian Group has announced it will be taking the third iteration of its national self-care festival Selfish online in 2021. Selfish Sessions, running virtually from February 24 – 26, will reflect on what self-worth means to young Aussies, focusing on long-term strategies to improve their intellectual, emotional and creative wellbeing off the back of a […]
This week, three A-League clubs will partner with Epic Games to celebrate global football in Fortnite, alongside more than 20 other top clubs from around the world. Starting on Sunday, players can choose from 10 different variants of new “Kickoff Set” outfits to represent their favorite club in-game. Each outfit can be swapped to any […]