So you’ve got your website up and running, online booking and availability is sorted, and maybe you’ve thought about social networking – probably Facebook, perhaps Twitter, you might be a fan of Pinterest, but what about Instagram?
What is it?
Instagram is a free photo sharing service with over 100 million users. It has some great filters that can transform a mediocre photo into a current image that holds its own – you’ve seen those retro ‘polaroid’ snaps, from Earlybird to Toaster, Nashville to 1977, there’s a filter to make most snapshots look great (and they can be very flattering too!).
Why use it?
As a social platform, the principle is the same as all the others: get yourself out there, encourage people to follow you, communicate the messages you want to get across, and get feedback. More and more people will become aware of your holiday accommodation and the experience that you can offer them.
If you are already on Facebook, you’re probably posting photos on there regularly. By using Instagram, you can still take the same photo and link it straight to Facebook, BUT not only will people who like your Facebook page see it, your followers on Instagram will too. It’s a simple app to use and can massively increase the total audience your images could reach. Instagram should be a part of your content marketing mix, used alongside other communication channels.You know how it works, the more people that see your photos, the more people aware of your holiday property and the experience that you offer, the more bookings you’ll get …
Use it to get to know your audience. Build on what you have found out from Facebook – what are they interested in, posting at what time of the day reaches the maximum audience and gets the most interaction? Don’t just use Instagram as another advertising shop window, use it to show more personality and the make up of your ‘brand’.
How does it work?
Download the app on to your smartphone or tablet then take photos of everything a holiday at your self-catering property has to offer. I’m not just talking shots of the accommodation (these can be seen on your website or online listing already), I’m talking about tangible images that really reflect the emotions evoked by the holiday experience you are selling to your visitors. A bit like a photo diary.
Most of us keep our phone to hand when we are out and about, so get snapping. Out for a walk on the cliffs on a blustery day, see a rainbow over your house or witness a surreal sunrise or sunset? Take a picture. Having a fab frappuccino in your nearby café or a tasty ice-cream on the beach? Share it. Visiting a tourist attraction or a funky festival? Capture that experience. This is exactly what people want to discover when they are researching where to go on holiday, to see what goes on. Make them want to be part of it.
Similarly, show them what you do behind the scenes. If you are preparing to welcome a large party, hosting a celebration, or getting your venue ready for a wedding, take some photos so you can show before and after shots. Not only will this help to personalise your business and put a face to the name, it is also a good way to promote other suppliers in your area: the florist arriving, the photographer or the caterers – hopefully they’ll then follow you on Instagram (and Facebook), and then their own followers might do so as well, making you visible to a whole new audience.
Boutique hotel experts, Mr & Mrs Smith are a good example. With 3,284 followers they shine at showing followers what is important to the brand and what makes the experience exclusively Mr & Mrs Smith – from the selection of cocktails available to the design of the rooms to the rooftop views:
Get connected
Just like Pinterest and Facebook’s ‘like’ buttons and Twitter’s ‘follow’ icon, you can put an Instagram ‘Follow Me’ badge on your website to link through to your photos, which people can then ‘like’ (shown by the heart icon below the images above) and comment on. When you upload pictures, use a caption, and just like on Twitter include a #hashtag – it’s how people search for images. Define a few hashtags and stick to them; as well as your website address and property name, use relevant words and phrases like #selfcatering, #holiday, #countryside, #beach, #townhouse, #shortbreak, #citybreak, #cotswolds etc. Instagram launched their Web Feed last week which means that now users can engage with their photos on their desktop and tablet computers as well as their mobiles. Prior to this development you went through websites such as Webstagram or Statigram who provide an online version of Instagram to help make the most of the opportunities.
Laws and legalities
I couldn’t write about Instagram without mentioning the negative press it’s had in the last couple of months. When they announced they were changing their Terms of Use (effective since January 19th) the new version implied that images can be used “in connection with paid or sponsored content”. So, there was a big hoo-hah from people concerned that their images might end up appearing in ads or on other people’s websites, without their permission. There followed lots of publicity (!) which resulted in Instagram co-founder Kevin Systrom claiming that people misunderstood the language used and that this would not happen. Then it all went quiet again.
As with all social networking, make sure you set your privacy settings to suit your needs. And please read the Terms & Conditions before you sign up.
What’s the alternative?
Instagram isn’t the only photo sharing app out there. Others include Flickr, Tumblr, Foursquare and 500px. Have a look around and see what works for you.
Just like you need to set time aside to keep your Facebook page regularly updated, do the same with whichever photo-sharing app you decide to go for. And remember to interact – it’s called social networking, so that means following other people, commenting on their photos, engaging with them and encouraging feedback. Good luck.
Further reading:
Instagram blog Updated Terms of Service Based on Your Feedback
Will Instagram feature in your 2013 content marketing plans?
Now is the time for brands to review their Instagram content strategy
