Travel brands are increasingly recognising the power of Instagram video as a marketing tool.
With video content becoming central to digital engagement, these brands leverage short clips to captivate audiences.
Since Instagram introduced its video feature in 2013, travel brands have increasingly turned to this platform to engage with audiences. With over 450 brands participating, it’s evident that Instagram videos have become a powerful tool. Among these, influencers and cruise lines stand out, making significant strides in capturing viewer attention and enhancing user engagement.
Notable influencers like Tiffany Dowd have embraced Instagram video more effectively than others, producing an average of 15 videos per year, which is significantly higher than the industry’s standard of seven videos. Influencers are at the forefront, yet brands such as Carnival are also exemplifying best practices. These brands are harnessing the potential of video to strengthen their market presence.
Meanwhile, airlines like Malaysia Airlines and Qantas have shown prowess in this space. While non-US and non-European carriers appear to lead, their success highlights the importance of strategic video content creation in maintaining a strong social media presence.
Despite their success, only 70% of travel brands are engaging with Instagram video.
A significant proportion of airlines, destinations, and hotel brands are lagging behind, with 30% not yet leveraging this medium effectively. This is a considerable gap, given the effective reach video content has shown.
For instance, destinations like Charlotte and Seabourn’s creative engagement strategies have seen them outperform larger brands with bigger followings.
While analysing the effectiveness of Instagram videos, the volume of content uploaded versus likes received serves as a benchmark for success. Against this measure, Aeromexico, Walt Disney World Resorts, and Tourism Australia are excelling.
In contrast, prominent accounts like National Geographic Travel and Anthony Bourdain set high standards, representing the benchmarks for others looking to improve their content strategies.
Several brands remain passive in their use of video due to challenges in cohesive visual storytelling.
Fodor’s Travel and Foster Hunting are examples of brands underutilising Instagram video, despite their significant follower bases. These brands often struggle with integrating video into their broader marketing strategies. As a result, their engagement levels remain low, indicating room for innovation and creativity.
The travel industry’s usage of Instagram video is evolving, with a growing emphasis on quality content. More brands are expected to integrate video into their strategies as they witness its impact.
Future trends suggest an increased role for personalised content and storytelling, aligning with consumer preferences and enhancing brand loyalty.
Travel companies should prioritise learning from leading brands to enhance their video strategies.
By analysing the content and approach of top performers, brands can refine their own strategies. This involves investing in creative content production and considering consumer engagement preferences to maximise the value derived from Instagram videos.
Instagram video remains underutilised by many in the travel sector.
The potential for growth is significant, requiring strategic integration to boost brand visibility and engagement.