Social media

With the number of social media users set to reach more than 3 billion in 2021, the way that audiences use the internet has changed and developed.   Brands must now keep up-to-date with the latest social trends to stay relevant. As online communications increase in popularity, the need for celebrity endorsement and costly media advertising budgets is significantly lower.   Consumers are now looking to ordinary people to promote the latest products and services, which has led to the rise of influencer marketing. Trusting the recommendations of their favourite blogger accounts, non-celebrity bloggers are 10 times more likely to influence a purchase than a celebrity. In an industry filled with competitors, choosing the right travel influencer to collaborate with is vital to reaching the right audience.   Here are the top 25 travel influencers to work with in 2019.   1) Murad Osmann   Looking to get your brand in front of as many eyes as possible? The most-followed travel influencer in 2018...

Facebook has had a particularly busy start to 2018, announcing a string of updates that have the potential to significantly alter news feeds and advertising. While Facebook’s commitment to improving the user experience seems unwavering, questions remain around what these changes mean for brands and businesses. Those that have long relied on the platform as a means of promotion and a way to engage directly with consumers are likely to feel the impact most. But what exactly has been announced, and what do Facebook’s updates mean for your business in 2018? News feed algorithm alterations Perhaps the biggest update of all came in January, when Facebook announced it would be rolling out an amended news feed algorithm that favours content from friends and family, as opposed to brands, businesses and news outlets. In a seemingly direct response to the criticism the platform has faced around the ‘fake news’ controversy, founder Mark Zuckerberg outlined...

The beginning of a new year brings with it a sense of change – and the marketing industry is no exception. From mobile ranking updates to voice search trends, here's a selection of the biggest headlines from January. Google to make mobile page speed a ranking factor Google have announced plans to update their ranking algorithm on mobile, with mobile page speed set to become a key factor from July 2018. For many marketers the decision feels long overdue – page speed has been a ranking factor for desktop searches since 2010. Google have been quick to clarify that search intent will still be a key factor moving forward, and just because a site is slightly slower, doesn’t necessarily mean it will be penalised so long as the content is valuable to its audience. “The intent of the search query is still a very strong signal, so a slow page may still rank highly...

From re-tweeting and re-gramming photos to harnessing the power of real-time customer engagement, it has never been so important for travel brands to make the most of user-generated content. Sharing content on social media networks has been the number one online activity for almost a decade, ever since it stormed ahead of adult content use in 2008. Not only is user-generated content proving likely to engage users twice as often as brand-made media, it’s also a fast and cost-effective way to keep your social feeds fresh and build trust with your audience. With 82% of consumers saying they trust travel brands more if they are involved in social media, it’s time to dive in and get interactive with user-generated social content. 90% of internet users base decisions on online content. Whether someone is shopping for a hatchback or a holiday, a new blender or a pair of a shoes, a recent survey has shown...

With an estimated overall spend of £15.72bn last year (up from 14.87bn in 2014), the UK’s advertising industry is certainly booming. As big budget brands compete to take the limelight on a global scale, it’s easy for smaller businesses to get drawn into the belief that an effective branding strategy will inherently cost a fortune. Despite the trend for lavish advertising, there are still some proven methods for building a brand on a tight budget. The key is to be consistently bold in your approach, and make a persistent effort to raise awareness through journalists and online influencers. Join us as we take a look at the best ways to build a brand on a budget.   Social media outreach Social media has revolutionised the way that we do business. Many of the world’s most successful brands are choosing to actively engage with consumers across a range of social platforms, including Twitter and Facebook. Sportswear giant...

The use of images is essential when it comes to social media – so it makes sense that a platform focused entirely on sharing images has quickly become an important part of the marketing mix. Since Facebook bought Instagram in 2012 its user numbers have skyrocketed to more than 400m a month, creating an enormous resource for all kinds of marketers. Since it’s English Tourism Week and Ad-Rank are big fans of travelling, we thought we’d take our inspiration for this week’s blog from English tourist boards, looking at how they’re using the platform and integrating it into successful social media campaigns (click on images to enlarge). User generated content This is one of the great things about Instagram – you don’t have to spend lots time and resources creating great content. On Instagram it’s already there, and users love to share it. Lots of English tourist boards (like Visit Kent, below) encourage users...

A call to action is a marketer's best friend, especially on social media. What's the point in creating great content if you don't actually encourage people to use it? A 'call to action' is exactly what it sounds like: a 'call' for people to perform some 'action'. This can come in the form of 'sign up now' buttons on websites or, on social media, taglines urging people to click on the links you've provided. To break it down, calls to action convert users into a leads, with the potential of that lead becoming a customer. And above all, you're bringing people to your website. Calls to action are important in marketing campaigns because they create a sense of urgency for the potential customer to act now. Without them, your content is just an idea, and without leading people to take that extra step, they're not likely to act at all. The best calls...

You see it everywhere at this time of year: romantic cards, heart-shaped chocolate boxes, over-the-top helium balloons and extortionate restaurant prices – all because the Great British high street wants to take advantage of Valentine’s Day. But it’s not just the Hallmarks and Clintons of the world gearing up for the big day. Fashion brands, cinemas, supermarkets and amusement parks are all joining in with the festivities, hoping to benefit from the romantic side of us. And while some marketing campaigns tug on our heart strings, make us sigh and swoon and think of our loved ones, others seem the exact opposite effect; we cringe, gag and thank God that we’re still single so don’t have to be sucked into the ridiculousness of Valentine’s Day. 2016 seems to be a year of getting to grips with decent Valentine’s Day marketing campaigns, but still, some companies may never learn. Here our best and worst for...

Just when you thought Facebook couldn’t infiltrate any other part of our already social-media-laden lives, it’s at it again – this time with the launch of Facebook Live. Entering the space previously dominated by Periscope and Meerkat, Facebook introduced its livestreaming video service to all US iOS users in January, having previously released the tool to verified brand pages in December. Global and Android coverage is due to roll out in the next few weeks too – and it’s guaranteed to have a massive impact on marketing around the world. First things first, it’ll mean that livestream will become mainstream. Whereas relatively few brands are currently making use of Periscope and the like, marketers will be forced to pay attention to livestreaming and consider how to add it to the marketing mix. That’s mostly because it will be far more noticeable to the general public, appearing in front of Facebook’s 1.59 billion...

The bells have barely struck midnight, so there couldn’t be a better time to take a look into our crystal ball and make some social media predictions for the future. Of course, it wouldn’t be right to start without a mention of the past 12 months. 2015 saw rapid changes in the world of social media, with new channels appearing on the scene and growing at an astonishing rate (hello, Periscope). Plus, as organic reach on Facebook declined, marketers have had to find new ways of grabbing their audience’s attention. The rate of change looks set to continue in 2016, providing no rest for marketing teams. Here’s our take on how the year will play out. Content marketing and social media collide Most savvy marketers have already added social media in their content marketing strategies, but the less perceptive will need to get on board this year. That’s because several big social networks launched their...