When it comes to digital marketing, Instagram is a platform that cannot be ignored, especially for UK adventure travel companies. With over one billion active users, it's a social media platform that provides a sizeable audience for your brand. Instagram is particularly effective when it comes to video content - whether it's short reels, longer IGTV videos, or even live stories.
The key to effective Instagram marketing is to understand what kind of content will attract and engage your audience. With this in mind, let's explore the best Instagram video tactics that can help UK adventure travel companies to create compelling content, grow their followers, and boost their brand image.
In 2020, Instagram launched Reels - a new short-form video content format that allows users to create and share 15-second videos. Since its inception, Reels has become a popular feature on Instagram, offering a fun, engaging, and highly shareable content format.
For UK adventure travel companies, Instagram Reels presents a fantastic opportunity to showcase your offerings in an engaging way. You could create Reels that provide a glimpse into the adventures you offer, like ocean kayaking, mountain biking, or hiking in the stunning UK countryside.
By demonstrating what travellers can expect from your adventures, you can create a sense of anticipation and excitement, which can prompt your followers to book their next adventure with you.
Another effective tactic with Reels is to collaborate with influencers. By partnering with popular travel influencers, you can reach a wider audience and increase your brand's visibility on Instagram.
Instagram Stories have become a staple feature of the social media platform. They offer a unique, real-time way to engage with your audience and build a more personal connection.
For UK adventure travel companies, this feature can be used to document real-time travel experiences, creating an immersive, engaging narrative that will captivate your followers. Whether it's showcasing an exhilarating skydiving experience, or a serene canoeing trip down a tranquil river, Instagram Stories can make your followers feel like they're right there with you.
Instagram Stories also offer various interactive features, such as polls and questions, which can be used to engage your audience further. You can conduct polls on what kind of adventures your followers prefer or even ask for their input on new adventure packages you're planning to introduce.
While Instagram’s primary focus might be on short-form content, its IGTV feature offers a platform for longer videos. You can use this to your advantage by creating in-depth content that showcases your brand's unique offerings.
For instance, you could create a series of IGTV videos that delve deep into each of your adventure packages, providing detailed information that your followers would find valuable. This could include everything from what the adventure entails, what kind of physical fitness is required, and even what kind of gear the travellers would need.
IGTV is also a great platform for conducting live Q&A sessions, where you could answer any questions or concerns your followers might have about your offerings. This not only provides valuable information to your followers but also helps to establish your brand as an authority in the adventure travel industry.
User-generated content (UGC) is a powerful marketing tactic that can boost your brand’s credibility and authenticity. It involves promoting content created by your followers or customers, which can include videos of their experiences with your adventures.
Encourage your travellers to share their experiences on Instagram and tag your brand. You can then re-share these posts on your own Instagram account. This serves two primary benefits - it provides social proof of the enjoyable experiences clients have with your adventures, and it keeps a steady stream of fresh content flowing on your Instagram account.
Influencer marketing has become an integral part of social media marketing. Influencers have a dedicated audience that trusts their recommendations, making them an effective medium to promote your brand.
Collaborate with travel influencers who align with your brand values and have an audience that matches your customer profile. By having these influencers share videos of their experiences with your adventures, you can reach a wider audience and drive more bookings for your company.
Contests and giveaways are potent tools that UK adventure travel companies can use on Instagram to boost engagement, increase followers, and promote their adventure packages. These marketing strategies often prompt followers to like, comment, share, and tag friends, which can significantly increase your brand's visibility on the platform.
Execute this strategy by creating travel contests where followers could win a free adventure trip, discounts on packages, or travel gear. Make sure to clearly outline the contest rules and the steps to participate, which could include liking the post, tagging friends, or sharing the contest post on their Instagram stories.
This approach not only helps to promote your brand and offerings but also generates a sense of excitement and anticipation among your followers. Plus, the potential of winning a prize incentivises your audience to engage with your brand and share your content, helping you reach a wider audience on Instagram.
Instagram also offers the capability to integrate with email marketing, allowing UK adventure travel companies to capture leads and nurture them through personalised emails. You can encourage your Instagram followers to sign up for your newsletters or promotional emails through various methods, such as embedding a signup link in your Instagram bio or promoting it on your Instagram stories.
An effective email marketing strategy can complement your Instagram marketing efforts by providing a platform to share more detailed information about your adventures, deliver special offers, and cultivate a more personal relationship with your followers.
When sending out emails, make sure to include clear calls-to-action that direct recipients back to your Instagram account or your website, thereby creating a seamless, interconnected user experience.
In this digital age, Instagram has emerged as a crucial platform for UK adventure travel companies to promote their brands, engage with their audience, and drive business growth. As the travel industry continues to evolve, leveraging these Instagram video tactics - from harnessing the power of Instagram Reels to embracing user-generated content and influencer marketing - can help your company stand out in a highly competitive landscape.
It's essential for travel brands to keep up with Instagram's continually evolving features and updates to maximise their digital marketing strategies' effectiveness. Engaging with your followers, creating captivating travel videos, and providing valuable content will ensure your brand remains at the forefront of the travel tourism industry. Remember, the goal is to use Instagram not just as a promotional tool, but as a platform to connect with your audience and create a loyal, engaged community of adventure seekers.