Influencers and social commerce in travel

How social marketing has evolved, how consumers interact with brands and nuanced differences for travel

Mar 21, 2023

Where traditional social media campaigns may feature links to a new product, a targeted persona landing page, a seasonal sale or special coupon code, social commerce campaigns promote specific products through deep links into specific product pages. They often offer inventory and pricing, with “buy now” as the call to action.

Key takeaways

  • Brand-backed content marketing efforts lack authenticity, as travelers suspect products are always portrayed under ideal, staged conditions;
  • Instead, consumer-created content is not only distributed through the traveler’s social network, but the best submissions may be curated by the brand for use in future marketing campaigns;
  • The most effective marketing strategies are informed by performance metrics that help creative teams identify new opportunities to engage consumers.

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