Facebook marketing has never been an easy task. Many brands spend months split testing, re-testing and analyzing insights to perfect their Facebook posts or ads. Then, all of the sudden, a new rule or algorithm comes into effect, and the whole strategy process starts again.
Sigh, such is the life of a digital marketer in 2018, and most of us have learned to never rest on your laurels for social media success. One recent change to the social media game concerns Facebook new ‘engagement bait’ standards, which were announced last year and put into effect in 2018.
Celebrity actors and sports stars used to be the go-to endorsers for big-budget advertisements—but oh, how the times have changed. Influencers are shifting the marketing game in our modern era, and their reach, power and authority have the ability to create impressive success stories for travel brands. In fact, according to a report by Burst Media, marketers who implement influencer marketing programs can receive, on average, $6.85 in earned media value for every $1.00 of paid media.
Airbnb, for example, has leveraged influencers with great success rates. In particular, their engagement rate has been 4% due to 37 sponsored posts by various influencers. The posts have received 18 million likes and over 510,000 comments. The combined reach of the brand’s Instagram initiatives has been 966 million, according to Grin.co.
Over the past few years we’ve heard many sayings about content and its role in marketing: From ‘content is king’ to ‘video is king,’ to ‘content marketing is (gasp!) dead.’ While there is truth in all of these sayings, the reality lies somewhere in between; content is neither dead nor still king, but it remains essential for any modern company and requires tweaking with the times. With that said, here are 3 trends we think you should add to your content strategy to keep you ahead of the rapidly changing curve.
Visit Greenville, one of South Carolina’s most active tourism hubs, struggled to get the best photos of their destination to market quickly and easily. Lacking a system to collect, organize and distribute quality photos, they were losing valuable time and money with processes that could easily be streamlined. By utilizing the Barberstock and Chute integration, in addition to the Contributor Upload Portal feature, they were able to not only organize their library of digital assets but also manage user permissions and attain user-generated content cheaply—a solution that has increased the quality and number of photos to their library, while saving the company and its employees time, money and sanity.