Op-ed: The Rise of “Interest Media” and What It Means for Travel Advisors

There’s a new phrase making the rounds in digital marketing circles: “interest media.” 

It describes a shift we’re already seeing in how social platforms serve content. Instead of showing you what your friends post—or what’s trending that day—algorithms are building detailed profiles based on your actual behavior: the posts you pause on, the videos you replay, the topics you search for, the people you engage with. 

The result? Your feed becomes less about who you know and more about what you care about. 

Why This Matters for Advisors and Suppliers 

For travel advisors and the suppliers who support them, this shift is a huge opportunity—especially when you consider how these algorithms work. 

One of the biggest misconceptions we see is the idea that posting frequently—three, four, even five times a day—floods your followers’ feeds. Many advisors glance at their own business page, see a full posting schedule, and assume their followers are seeing every update. 

In reality, social platforms filter and match posts to people’s interests—so each post is an opportunity to reach a different segment of your audience. The more often you post a variety of content, the more touchpoints you create for the right people to see the right message at the right time. 

Meta’s own data shows that Facebook prioritizes relevance over recency. In other words, frequent, varied posting isn’t overkill—it’s your best chance to stay visible in an “interest economy.” 

An Example in Action 

We’ve seen this play out with shortform video. On Instagram Reels, for example, travel content doesn’t go viral because of the brand—it goes viral because it’s aligned with what the viewer has been engaging with lately. 

One advisor shared with me that a single reel on “Best Time to See the Northern Lights” generated very qualified inquiries. That’s interestmedia at work: the right content, to the right person, at the right time. 

Best Practices For Advisors 

1. Frequency – maintain a steady presence so algorithms have more opportunities to match your posts with client interests. 

2. Variety – mix it up with inspirational (non-commercial) posts, destination videos, supplier offers, and seasonal ideas to reach different audience segments. 

This approach ensures you give the algorithms more chances to surface your content to the right clients—whether they’re dreaming about a river cruise, planning a family trip, or looking for luxury escapes. 

The Takeaway 

The move to interestmedia is not a threat to travel professionals—it’s a tailwind for those who understand it. 

When you post consistently, share a mix of content types, and align with your audience’s passions, the algorithms will do some of the heavy lifting for you. Instead of trying to reach everyone, you’ll be showing up for the right ones—the travelers most likely to engage, inquire, and book. 

In this new era, visibility is earned through relevance and frequency. Tools like BranchUp can help you market smarter, not harder, so you can make the most of this evolution.