OK, you’re on Instagram. You’ve got great photos. Now what? More than ever, travelers share their moments in trip, and every experience has to be “Instagrammable.” This workshop goes long on the very visual world of mobile social media. Learn the essentials of creating and maintaining an engaged following, how to find success with Instagram advertising and geofilters, and influence the millions of travelers turning to the social platform to plan their next trip.

1. Jody Farrar
Social Media Consultant
@jodyfarrar
jodyfarrar@gmail.com
Seven Tac)cs to Start Killing
It on Instagram

2. G E TC H U T E .CO M
1 Billion monthly active users
WHY INSTAGRAM?
500 Million daily active users
United States is the largest
market of users

3. G E TC H U T E .CO M
1. Facebook
2. Instagram
3. Youtube
4. Pinterest
5. Twitter
6. Snapchat
2016
1. Facebook
2. Youtube
3. Instagram
4. Pinterest
5. Twitter
6. Snapchat
2017 2018
1. Instagram
2. Facebook
3. Youtube
4. Pinterest
5. Snapchat
6. Twitter
WHY INSTAGRAM?
1. Facebook
2. Instagram
3. Youtube
4. Pinterest
5. Twitter
6. Snapchat
2016 2018
1. Instagram
2. Facebook
3. Youtube
4. Pinterest
5. Snapchat
6. Twitter
1. Facebook
2. Youtube
3. Instagram
4. Pinterest
5. Twitter
6. Snapchat
2017

4. 1. Optimize for Discovery

5. G E TC H U T E .CO M
DO THEY FOLLOW TRAVEL BRANDS ON SOCIAL?
74%
of young travellers DO NOT
follow brands on social

6. G E TC H U T E .CO M
WHY NOT?
TOP REASON: 50% think the content is too promoRonal

7. G E TC H U T E .CO M
WHY NOT?
50% think the
content is too
promoLonal
50% think the
content is too
promoLonal
44% don’t know
of any
44% don’t know
of any
5% don’t like
overly-produced
content
5% don’t like
overly-produced
content
1% think they
post
inconsistently
1% think they
post
inconsistently

8. G E TC H U T E .CO M
IF THEY DO FOLLOW TRAVEL BRANDS …
12% they like
the content
12% they like
the content
18% they’re
researching a trip
18% they’re
researching a trip
45% because
they are a
rewards member
45% because
they are a
rewards member
12% plan to
book with the
brand in the
future
12% plan to
book with the
brand in the
future
12% they
purchase
frequently
12% they
purchase
frequently

9. OPTIMIZE FOR DISCOVERY
What Instagram features do travelers
use when looking for travel content?
geolocation search
hashtag search
people search
other 21%
21%
42%
45%

10. OPTIMIZE FOR DISCOVERY: GEOLOCATION

11. TANGENT….

12. OPTIMIZE FOR DISCOVERY: HASHTAGS

13. OPTIMIZE FOR DISCOVERY: CROSS PROMOTE

14. OPTIMIZE FOR DISCOVERY: CROSS PROMOTE

15. OPTIMIZE FOR DISCOVERY: CROSS PROMOTE

16. 2. Engage with Your Audience

17. ENGAGE WITH YOUR AUDIENCE: COMMENT

18. ENGAGE WITH YOUR AUDIENCE: FAQ

19. ENGAGE WITH YOUR AUDIENCE: INSTRUCT
Like
Share
Comment
Save

20. 3. Think About Storytelling

21. PAY ATTENTION TO YOUR OVERALL FEED

22. PAY ATTENTION TO YOUR OVERALL FEED

23. PAY ATTENTION TO YOUR OVERALL FEED

24. PAY ATTENTION TO YOUR OVERALL FEED

25. PAY ATTENTION TO YOUR OVERALL FEED
Educate
Inspire
Make Them Laugh
Tip: Establish an editorial calendar at least 2-4
weeks in advance

26. 4. Use UGC

27. 1. @NatGeo
2. @GoPro
3. @BMW
4. @MercedesBenz
5. @Discovery
USE UGC

28. USE UGC
78%
said they would
rather see UGC over
brand-created
photos
74%
chose UGC over
stock for inspiring
travel in a blind
survey

29. USE UGC

30. CAN I USE UGC?
Written release1)
Ask for permission2)
Hashtag permission3)
No permission4)

31. CAN I USE UGC?

32. CAN I USE UGC?

33. 5. Use Instagram Stories and Live

34. USE INSTAGRAM STORIES AND LIVE

35. USE INSTAGRAM STORIES AND LIVE

36. USE INSTAGRAM STORIES AND LIVE

37. 7. Focus on Real Metrics

38. FOCUS ON REAL METRICS
#

39. ANOTHER TANGENT
Before you get started - Set Goals!
^
reasonable

40. 7. Don’t Limit Yourself

41. DON’T LIMIT YOURSELF

42. G E TC H U T E .CO M
1. Optimize for Discovery
7 TACTICS TO START KILLING IT ON INSTAGRAM
2. Engage Your Audience
3. Think About Storytelling
4. Use User Generated Content
5. Use Stories & Live
6. Focus on Real Metrics
7. Don’t Limit Yourself

43. Jody Farrar
Social Media Consultant
@jodyfarrar
jodyfarrar@gmail.com
Seven Tac)cs to Start Killing
It on Instagram