Top Three Social Media Trends for 2023

Social media has changed how we connect with each other and influences how we view the world. For travel companies, social media can be the gateway to the globe.

How often have you seen an Instagram reel and planned a trip around the video or photos of someone else's experience? Social media can be a powerful motivator and influencer when it comes to travel decisions.

Statistics back up this phenomenon; according to research, 86% of people have researched a destination after being inspired by other users’ posts online. This rises to a staggering 92% for the Gen Z generation.

If you’re planning your social strategy for 2023 and beyond, here are three trends you need to be aware of to make the most of your social media marketing.

Video still reigns supreme.

Video for travel companies is an indispensable marketing tool. Want to show off a destination in all its glory? Video is the way to go, and it doesn’t hurt that 75% of Instagram users take action after viewing a video ad.

Also, DIY storytelling that is authentic and allows travellers to experience a destination through the eyes of someone who has visited, has more impact than glossy ads on whether they will visit a destination. 

79% of people say user-generated content (UGC) impacts their decision to travel to a destination.

TikTok is the place to be

If you’re trying to reach Gen Z and millennials, there’s no better place than TikTok, as roughly half of its users are under 34.

Available in 150 countries, TikTok has over a billion active users and has been downloaded more than 2.6 billion times worldwide. It specialises in short-form video that lends itself to beautiful and aspirational travel content helping you showcase exotic destinations worldwide.

As proof of its increasing popularity for travellers wanting to explore new destinations, the hashtag #tiktoktravel has over 25 billion views, and #wanderlust and #traveldiaries have 1.1 and 2.2 billion views, respectively.

At the height of the global pandemic, Tourism New Zealand wanted to engage their Australian audience, so it launched an online gameplay walkthrough of the country to allow Australians to experience New Zealand from the comfort of their own homes. TikTok was a big part of their strategy for the Play NZ game.

The video had 2.7 million impressions, an engagement rate of 3.73% and a view-through rate of 2.64%.

If you can master the nuances of TikTok by understanding the type of content that works and what other brands in the travel sector are doing, your chances of success are higher. 

The importance of Social Analytics 

Tracking your social media activity's impact on your sales and brand is essential to figuring out what worked and what failed. The raw data you accumulate over time will eventually tell the story of your growth as a social media marketer and the increasing engagement you achieve for your travel brand.

However, what social analytics should you be tracking?

• 
  Engagement - Are people commenting, saving and sharing your social posts, or just scrolling on by and ignoring you? You may have a million followers, but if only 1000 interact with your posts, it’s not a great return on your efforts.
• Reach - How many people are you reaching with your social posts week in, week out? Is this number growing or stagnant? Ideally, you should aim for steady growth rather than occasional fits and starts.
• Reviews and ratings - How do travellers view your travel company and the destinations you send them to? Positive reviews are powerful social proof that shouldn’t be underestimated.

Social media allows you to leverage the power of video and your customer's user-generated content to inspire future travellers to book their next holiday with you. Being original and innovative on social media will increase your engagement, reach and market share.