Search Travel Market Report

ALGV
riviera
maestro
Riviera
mainlogo
  • News
  • Tours & Packages
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Niche & Luxury
  • Well-Being Travel
  • Training
  • Who We Are
    • Anne Marie Moebes
    • Barbara Peterson
    • Brian Israel
    • Daine Taylor
    • Dan McCarthy
    • Denise Caiazzo
    • Jessica Montevago
    • Marilee Crocker
    • Mary Gostelow
    • Paul M. Ruden
    • Steve Gillick
Sponsored By NCL
Sponsored By NCL
riviera

What Types of Travel Social Posts Get the Most Shares?

by Richard D'Ambrosio / November 19, 2019
What Types of Travel Social Posts Get the Most Shares?

Finding new clients is consistently a travel advisor’s greatest challenge and doing so through social media might be more difficult than ever. Photo: sitthiphong/Shutterstock.com


Finding new clients is consistently a travel advisor’s greatest challenge. Until recently, social media allowed travel agents to raise their brand awareness at a relatively inexpensive rate by posting funny or inspirational memes, beautiful destination photos, or updates from suppliers. 

But as companies like Facebook reduce organic awareness for businesses, and push entrepreneurs towards paid ad models, agents are becoming ever more resourceful in using the platform to keep their marketing costs down.

One method they are trying to use more frequently is to create posts that will be shared by followers. This way, if an agency only has a few hundred followers, but their followers have potentially tens of thousands of friends and family, shared posts can dramatically expand that agent’s reach.

In fact, getting your followers to share content into their newsfeed plays into the hands of Facebook’s algorithm, because over the last two years, engagement between individual users has been the focus of the company’s platform.

This is because Facebook’s algorithm prioritizes active interactions like commenting and sharing over likes and passive interactions like clicks. In Facebook’s mind, the more effort a user applies to posts in their newsfeed, the more likely that content has higher quality and value.

Back in 2018, when Facebook made its largest and most public change to its algorithm, lowering visibility for commercial pages while increasing newsfeed distribution for individual accounts, Founder Mark Zuckerberg said that commercial pages “whose posts prompt conversations between friends” would see the least impact from the changes.

“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution,” Zuckerberg said. The hierarchy of Facebook reactions is: 1) comments; 2) reactions other than likes; 3) comment replies, especially those where users tag friends; 4) sharing links over messenger; and 5) engagement on shares.

“Growing your followers can be costly and time consuming,” said Jeanne Colombo, vice president, strategic partnerships, at Passport Online Inc. “Advisors need to work harder to get their brand out there via social, but it can be done. Sharing allows you to reach people you might not otherwise reach.”

In a recent study of its subscribers’ performance on social, Passport Online found that shares were up 44% over the first six months of last year.

“We’ve been trying to help our subscribers (travel advisors) force engagement, to get the kinds of likes, comments and shares that help them outsmart Facebook’s algorithm,” Colombo said.

Use posts that stir emotions
The most popular post shared during the first six months of the year was the July 9 meme with, “If Traveling was free, you would never see me again,” superimposed over a picture of a bathing suit-clad woman with sunglasses.

“This one surprised us that it would have nearly three times as many shares as the next most popular post,” Colombo said. “But I love the quote. And, it actually is very logical, because the post allows the viewer to project their own dreams onto this scene. As a woman, I can picture me there, lying in the sun on a chaise lounge chair.”

The post was shared 1,066 times. Its closest competitor was a Jan. 28 picture of the desert landscape of Parque Nacional dos Lençóis Maranhenses in Brazil. The quote superimposed over the picture says, “There are seven days in a week, and ‘someday’ isn’t one of them.” This post was shared 416 times.

Colombo believes the two top memes received so many shares because they stir emotions. She recommended advisors look for similar quotes and images that speak to their customers’ deepest wants and needs. “Think about the emotions that stir you, and stir those emotions in your clients,” she said.

Additionally, it doesn’t hurt to post pictures of soft, sandy beaches, especially for clients who may be dealing with winter where they live. “You cannot overuse those beach pictures and memes,” Colombo said.

The power of good quotes can be found in the third-highest shared post (409 times), one that bears the words of the Dalai Lama: “Once a year, go someplace you’ve never been before.” The quote is superimposed over a book, on a plain gray background. There are no images of beautiful destinations. 

Take a vote
The most popular post during the period were side-by-side pictures of an Alaskan shoreline and a seemingly Caribbean harbor. The post encouraged followers to respond: “Would you rather take an Alaskan cruise or a Caribbean cruise?” Followers were asked for a thumbs-up for Alaska or a heart for the Caribbean That same post also received the most comments: 1,420.

The second-most commented post (1,288 comments) from Passport’s agency subscribers were two photos stacked over each other. Saying, “Would you rather visit the Sydney Opera House in Sydney, Australia or Christ The Redeemer in Rio de Janeiro, Brazil?” the post invited its followers to vote.

React to their reactions
One lost opportunity for many agents is that they don’t engage with followers who do react or comment on one of their posts, Colombo said. “You have to be proactive. Follow up on every comment, every share, every like,” she said. “They took the time to react with your post. They shared it. Catch up with them and begin a conversation.”

Colombo also advised agents to track their most-shared and most-commented-on posts as potential opportunities for paid posts. “If Facebook Insights (the platform’s measurement tool) is telling you that your followers find certain posts to be the most engaging, it might pay to boost your reach with those posts with a paid ad campaign using those posts,” she advised.

“If you don’t stay top of mind with your followers, you can lose the opportunity when they are finally ready to purchase.”

Passport Online creates content for more than 1,600 travel advisor business Facebook pages. Those pages have more than 1.6 million followers.

  12
  0
Riviera
Related Articles
Advisors Get Firsthand Australia Feedback at New York Times Travel Show
Add Civil Unrest to List of Potential Traveler Interruptions
Lost Passport While Traveling? It Doesn’t Have to Completely Ruin a Vacation
Advisors Have to Work Harder to Deliver Authentic Culinary Travel Experiences
With Political Unrest Growing, What Protection Does Travel Insurance Offer?
Look-a-Like Travel Booking Websites Could Cost Consumers
Low Unemployment Impacts Travel Advisor Hiring
Travel Sales Will Remain Strong, MMGY Survey Shows
How the Best Group Travel Advisors Keep Calm and Stay Efficient
Travel Agent ‘Comeback’ Continues to Confound the Public

MOST VIEWED

Brought To You By
  1. U.S. Will Require Negative COVID-19 Tests for All International Visitors
  2. Thailand Introduces New Tourist Tax for International Travelers
  3. Op-ed: Five Travel Predictions for 2021
  4. Marriott to Open Seven EDITION HOTELS in 2021
  5. Kauai Reopens to Tourists with New Travel Rules in Place
  6. Caribbean Destinations, Hotels Work to Meet to New CDC Requirements

MOST EMAILED

Brought To You By
  1. U.S. Will Require Negative COVID-19 Tests for All International Visitors
  2. Caribbean Destinations, Hotels Work to Meet to New CDC Requirements
  3. Kauai Reopens to Tourists with New Travel Rules in Place
  4. ASTA: CDC Testing Requirement ‘Threatens to Create a Logistical Crisis’
  5. What Advisors Need to Know About the Latest COVID-19 Relief Package
  6. American Airlines Launches Health Passport to Help Passengers with COVID Test Requirements
Tip of the Day

I think being in contact with [my clients] gave them more confidence in me and the suggestions I offer.

Linda Kinsey, Custom Travel & Cruise

 Share...
Daily Top List
Brought To You By

5 Things Every Travel Agency Should Do To Boost Business

1. Specialize
2. Give a personal touch
3. Find your niche and sell an experience
4. Maintain a high standard of quality
5. Become a salesman…but inspire trust

Source: Azavista.com

 Share...
Previous Daily Top List
Riviera
TMR Recommendations
Daniel Zim
Zim Travel Law, PLLC. Demystifying Complexity with Down to Earth Advice. Attorney Advertising.
hbar
Rodney Gould
Rodney E. Gould concentrates in travel and tour-operator litigation and regularly counsels travel-related entities worldwide.
hbar
Tom Carpenter
Carpenter Law Office - Representing clients in the travel and tourism industries. Attorney Advertising.
hbar
Top Stories
Video: Why Consumers Should Use a Travel Agent in 2021
Video: Why Consumers Should Use a Travel Agent in 2021

The latest episode of TMR's MasterAdvisor tackles the big question for consumers. 

Read...
Federal Mask Mandate for Planes, Airports, and Trains in U.S. Signed into Law
Federal Mask Mandate for Planes, Airports, and Trains in U.S. Signed into Law

A new executive order is reinforcing face mask policies on interstate U.S. travel. 

Read...
American Express GBT Acquires Ovation Travel Group
American Express GBT Acquires Ovation Travel Group

GBT will take over the $1.7 billion travel management company.

Read...
ACTA Calls for Advisors and Agencies to Support Association
ACTA Calls for Advisors and Agencies to Support Association

'We are asking every travel agency and travel agent to please consider joining ACTA now, so that we can continue to fight for you in 2021.'

Read...
Video: What Can Advisors Do About Late Commission Payments?
Video: What Can Advisors Do About Late Commission Payments?

FROSCH Travel's Marc Kazlauskas talks to Daniel McCarthy about how advisors can approach late or missing commission payments from suppliers.

Read...
Reports: Europe and Brazil Travel Restrictions from U.S. Will Not Be Lifted
Reports: Europe and Brazil Travel Restrictions from U.S. Will Not Be Lifted

Despite news breaking Monday that travel restrictions would end, the timeline for unrestricted travel is again unclear. 

Read...
News Briefs
  • Consumers Deterred by COVID-19 Are Banking on Traveling in Early 2021
  • ASTA Asks Advisors to Fill Out Survey on COVID Impact
  • Travel Edge Completes Two-Day Virtual Event
  • World Travel and Tourism Council to Host COVID-19 Summit
  • Travelport Launches COVID-19 Response Microsite
  • World Travel & Tourism Council Postpones Global Summit
TMR Outlooks
Expedition 2020
Wellness Outlook
Distribution Outlook
View All
Advertiser's Voice
https://img.youtube.com/vi/-C65Uqm5evk/0.jpg
Video: Why Consumers Should Use a Travel Agent in 2021
About Travel Market Report Mission Editorial Staff Advisory Board Advertise
TMR Resources Webinars Calendar of Events
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
243 South Street, OysterBay, NY, 11771
News|Leisure Travel|Land Vacations|Cruise|Canada Retail Strategies|Well-Being|Luxury|Training
© 2005 - 2021 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | 243 South Street, Oyster Bay, NY, 11771 USA | Telephone (516) 730-3097| Terms and Conditions
Cookie Policy Privacy Policy