Excerpt from Travel Daily News Asia
Event highlights value of social media and short-form videos in driving travelers’ awareness and purchase intent.
Attention-grabbing videos entice travelers
As travel demand increases, it’s becoming a highly emotive and visual topic, with keywords like “travel photography” and “travel reels” dominating searches on Instagram amongst Hong Kong users from Feb to May 2023. Diversifying creatives with personal touches and customizations can help travel brands find the right audience. Word-of-mouth among friends, family, and influencers make up the driving force behind travel inspiration, and social media content can aid this discovery.
At the Meta Travel Summit Hong Kong, Hong Kong-based creators Spoon Chan and Derek Tang revealed that by sharing their travel experiences via creative Reels, they were able to better engage their followers and reach untapped audiences. Creative short-form video content that feature travel tips and activity recommendations are driving viewership of Hong Kong creators’ travel-related Instagram Reels, including:
- bonnieszeng – Tokyo matcha ice cream in Tokyo
- derek_tch – A beautiful trip in Vietnam
- khengchan_ – What I ate in Tokyo Disneyland
- veeceecheng – Cherry blossoms in Seoul
- yewwooi – Late night snack in Osaka
Listed in no particular order. Based on play counts of public Reels between Apr – May 2023, created by Instagram users who self-identified as based in Hong Kong.
Social discovery influences travel decisions
Enabling discovery with the right inspiration is key to connecting a brand with its current and potential audience. Using the right hashtags can resonate one’s travel desire and reach the target audience. Hong Kongers love to explore on Instagram for inspirations, popular travel-related hashtags on Instagram over the past three months included:
- #adventure
- #hikingadventure
- #roadtrip
- #travelgram
- #vacation
Listed in no particular order. Based on hashtags used by Hong Kong Instagram users between Feb – May 2023.
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