Image courtesy of Drew Lawrence
Instagram has opened up its advertising program advertising program to all advertisers through Facebook’s platform. While Facebook’s thorough and highly customizable targeting options have been available to travel marketers for some time, the addition of Instagram further broadens the reach of destination marketing. Facebook’s advertising platform enables advertisers to reach specific target audiences based on location, interests, behaviors, demographics and more in a natural, seemingly organic way.
Combining this highly targeted advertising space with the image-orientation and engagement level of Instagram is a no-brainer for destinations. Instagram boasts the highest brand engagement rate of all social media platforms at 2.3%, and with image, video, and carousel ad formats, it provides the perfect platform to show off all that your destination has to offer. As they say, a picture’s worth a thousand words! Great photography + creative construction + strategic targeting is the perfect formula for introducing a destination to a new audience. While Instagram may not be the ultimate lead generator in this particular vertical, it is a great tool to pull users into the funnel and build visibility.
Instagram has already been added to Facebook’s Power Editor for most businesses. The company announced several weeks ago that it would be fully rolled out by the end of September (though some businesses do not yet have access), so if you do not yet see the option, keep an eye out and get to ‘gramming!
Posted By
Greer Kimsey
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