Branded social content offers ‘big rewards’ says Facebook and Instagram travel marketing chief

Influencers ‘can be a way forward’

Travel companies were advised to consider branded content on social media as part of their advertising strategy at an event held by Travolution’s sister title Aspire.

Branded content is defined as creator or publisher content, which is paid for or influenced by a business for “an exchange of value”.

Allison Busacca, head of travel product marketing at Facebook and Instagram, said this new form of advertising held big rewards, provided brands know how it works and whom to partner with.

“Influencers are a new way to reach consumers,” she said.

“We know they are being seen as a road to relevance. So when you think about the audiences you haven’t yet tapped in to, or the demographics you have not yet reached, influencers might be a way forward.”

Travel is the most-talked-about topic on Facebook and the number-one interest on Instagram, Busacca revealed.

She also quoted in-house research that found 80% of Instagrammers come to the platform to connect with a business, and 53% make a purchase after watching a branded video on one of the platforms.

She advised travel brands to target partnerships with “micro-influencers” – those with smaller but more-targeted audiences – who genuinely fit the brand’s identity and already enjoy the product.

“A more-targeted audience actually has a higher level of influence than those with a large following,” she said.