Destination Social Media

When does social media become more than just another trend for likes, shares and followers? Social media is revolutionising the travel and hospitality industry across the world with sites such as Instagram, Facebook and TripAdvisor, providing a platform for consumers to research their trip or to share their experiences through selfies, check-ins and reviews. It has modernised the consumer’s approach to industry, becoming big enough to encourage thousands of people all over the world to jump on a plane and boost the tourism industry.

Trip Advisor

TripAdvisor is one of the world’s largest travel sites with 475 million reviews and opinions covering 7 million businesses and properties worldwide, reaching an average of 390 million people per month. In a survey by TrustYou, 95% of respondents read reviews before booking their trip. This platform provides credible and authentic user generated content, which is changing the face of customer service, in particular how customers make complaints. Often customers voice their frustrations publicly on social media rather than deal with the hassle of phoning the company. Due to this, often complaints go ‘viral’ triggering a response from the business to address the issue.

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Instagram

At six years old, Instagram has 600+million active users monthly and 400+ million users daily. Instagram has built a community of personal users, brands and influencers who share high quality, vibrant photographs, which inspire others to travel. In 2015, Wanaka, a small town in New Zealand, attracted Instagram influencers to the country who captured and shared wanderlust-inducing photographs. Specifically, they brought in American photographer Chris Burkard, who has 1.5 million Instagram followers; his photos received up to 50,000 “likes” each. This strategy saw tourism rise 14% within the town.

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Facebook

With about 1.23 billion daily active users, Facebook is becoming a travel motivator. Often we see our friend’s check-in and post photos of their trip, which in turn you begin to imagine yourself there and soon you have flights booked. In 2011 a survey by Travel Industry Wire found that 52% stated they were inspired to book a trip after seeing friends’ Facebook photos and posts.

Innovation Norway took advantage of Facebook’s increasing popularity in order to promote Norway. They created and executed a 45-day Facebook campaign inviting people to take part in the campaign with a chance to win daily prizes through taking part in a daily competition. This campaign saw Innovation Norway’s Facebook following boost from 12,000 to 31,000 and the traffic to the company website boost 40% year on year.

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Social media has impacted the travel industry massively and often influencing how or where consumers make their travel arrangements as a survey revealed that 92% consumers trust earned media more than any form of advertising.

Lauren Sharkey is a 4th year CAM student at Ulster University. She can be contacted at https://www.linkedin.com/in/lauren-sharkey-25776ab0/ 

Beauty and the Influencer Beast

Beauty and the Influencer Beast

YouTubers and Instagram Stars Have Quickly Become the Only Voice That Matters for Consumers in the Beauty Industry.

On YouTube, I am subscribed to 40 (yes, 40!) beauty “gurus”.  Excessive? Let me explain.

Over the past decade, YouTube has exploded as a user-generated platform for companies and people around the world to share their ideas, their work, their talents and their opinions. This platform has facilitated the oh-so-important co-creation process for brands and consumers to mutually create and share content.

For the beauty industry, YouTube is now an intrinsic part of communication strategy with thousands of beauty channels providing access to millions of consumers. L’Oreal’s most recent advertisement even included beauty YouTuber KaushalBeauty alongside long-time L’Oreal ambassador, Cheryl.

YouTube videos are the earned media that today’s makeup brands need to survive. These makeup channels post regular product reviews and makeup tutorials with the latest products, providing consumers with real, mostly unbiased information that they want and need before they make a purchase decision. If they don’t like the product, they tell you! Essentially, it allows consumers to ignore traditional advertisements for new products and base their decisions solely on other people’s opinions. They cut out half of the purchase decision-making process!

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Paid media is also increasingly a major part of YouTube, with makeup sponsoring videos, where the “guru” is asked to use and promote a new product, or they are sending them new products for free to review. This was my downfall – never considering that these YouTubers were getting these products for free, I was the ideal consumer for these brands: the girl who went out and bought these “must-have” products immediately, spending hundreds of pounds to keep up with my favourite influencers! (No regrets.)

YouTube and Instagram have revolutionised word-of-mouth communication, where I can search a specific term or product and instantly have access to thousands of posts and videos telling me the pros and cons of a product, and showing me how to use it. Additionally, I have access to the opinions of people of different ages, different skin tones, different skin types, different genders, from different countries (where certain brands may not be available), ex-MAC makeup artists, celebrity makeup artists… every opinion a consumer could possibly need!

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Need more proof of the power of these beauty gurus? The number of cosmetic surgery procedures fell 40% in 2016, with analysts suggesting the rise of makeup contouring tutorials may have been a contributing factor.

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YouTube heavyweight Carli Bybel demonstrating her famous nose contouring.

Currently, I am following 40 YouTubers who are more influential upon my makeup purchase decisions than any TV or print ad. Ultimately, Maybelline and Estee Lauder may promise “flawless coverage” with their new product offerings, but until NikkieTutorials and MannyMUA tell me it’s true, I won’t be convinced.

Charlotte Goss is a 4th year CAM student at Ulster University. She can be contacted at https://uk.linkedin.com/in/charlotte-goss-b4389895, and on Twitter @CharlotteGoss94