Whatever happened to seeing where your travels may take you and the excitement of discovering hidden gems by chance? Increasingly, a new wave of social-savvy travellers are opting for a very different style of travel, including meticulously planned itineraries, curated with the help of a modern-day travel agent: Instagram.
With over 800 million monthly active users that share an estimated 95 million photos a day, it’s undeniable that we have an appetite for visual content. Instagram has fast-become one of the most trusted sources of travel advice, with 48% of users relying on the app for destination inspiration for their next escape. In fact, ‘Instagrammability’ is the most vital consideration for millennials when choosing a destination.
Last year, a study by National Geographic found that certain destinations appearing on the app experienced a growth in the number of visitors the more it was tagged. Tourism boards across the globe have quickly wised-up, with many already hosting ‘influencers’ for their holidays in exchange for sharing their adventures with their many eager followers.
The astounding business potential through utilising this new travel platform is perfectly summarised by photographer Chris Burkard, who shares;
“Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there.”
Whilst Instagram presents a great opportunity for destinations to put themselves on the map alongside empowering users, opening their eyes to a world of options and inspiration, it is also beginning to show its darker side.
With travellers planning every aspect of their trip down to the last meal out and coffee break based on recommendations by their favourite instagrammer, it runs the risk of killing our sense of adventure. It also hinders the potential for local businesses that aren’t splashed over the pages of top influencers, which rely on good old-fashioned footfall. Certain destinations have already seen such a large influx of social-media driven visitors that it has also invited the detrimental effects of over-tourism, including environmental degradation, cultural erosion and unsustainable development.
So when you come to plan your next getaway, think twice about travelling to somewhere a little different and share your adventure that others can be inspired by. It’s time to re-discover your inner explorer and your memories might be that bit more special for it!
The Jackson Five, high fives and McDonald’s Chicken Selects, it’s a simple fact that all good things come in fives. That’s exactly why we’ve made this simple infographic with five things you need to about one of the fastest growing social media platforms, Instagram.
Infographic on things you need to know about Instagram
Every month, 16.7 million people in the UK log on to double tap their favourite pictures and videos, with this number set to rise to 18.7 million by 2021. On average brand profiles post around 5 times a week, but if you’ve got a story to tell don’t be afraid to post more than this using Instagram’s popular stories feature.
Instagram is a brilliant place to showcase your brand and products to a huge audience of receptive consumers. According to Instagram, 80% of accounts follow a brand, so maybe 2018 is the year to ensure they’re following your brand!
Instagram is also renowned for being a platform where users are partial to sharing what they’ve had for their dinner. Data revealed by Instagram suggests that 66% of users want to visit a restaurant after seeing a friend post about it on Instagram, highlighting how influential the platform is, especially in the restaurant and hospitality industry.
With Instagram set to grow in 2018, will you be growing with it?
Instagram has unveiled big changes to its logo, moving away from the highly recognisable polaroid-camera style icon in favour of a new, flatter and multi-coloured design. The app has also been tweaked, now sporting a black and white look, in a move Instagram’s head of design Ian Spalter says was made to reflect the aesthetics of its users. The brand’s other apps, Boomerang, Hyperlapse and Layout have all been given the same treatment.
The new look is undeniably more minimalistic and sleek; a big departure from the retro style Instagram was known for. In a world where sharing a picture of your smashed avocado on toast with your friends is no longer the sole purpose of the app, some changes were expected, but this complete image overhaul has come as a surprise to many.
There’s a few mixed opinions on the new look flying around the office so it’s safe to say the jury’s still out on this one. Instagram will be hoping, however, for a favourable reaction. No brand wants to emulate the Gap logo disaster…
It seems like only yesterday that Instagram introduced its full-blown ad business, but already the photo and video sharing app has announced another change to the service that will allow marketers to utilise 30-second clips as part of their ad campaigns.
Lifting the 15-second limit that consumers face when posting video content, the new video ads follow hot on the heels of the platform’s recent formatting update, and will be able to be posted in landscape mode. Commenting on the update, Instagram said that lifting the 15-second limit will “give ads a more cinematic feel.”
The move to introduce longer advertisements is thought have been made order to compete with other video-sharing networks such as YouTube. The overhaul will also allow brands to target specific groups of consumers with their clips, like they can on parent company, Facebook.