If you use Instagram for your business, you will have noticed that the number of likes of a post is no longer showing. Why is this?
It’s part of a trial carried out in Australia, New Zealand, Ireland, Italy, Japan and Brazil to remove the pressure on how many likes a post received. Instagram says: “We want your followers to focus on what you share, not on how many likes your post gets. During this test, only you will be able to see the total number on your posts”.
Yeah, right! Instagram is in it to make money. By removing this feature, brands and influencers will be forced to spend more money on boosting posts and advertising.
A decrease in post likes has already been observed by many operators. Have you noticed this?
Social media is an important marketing tool for tourism businesses, but also one that you don’t have any control over. And that's a risk.
So what can you do about it?
If you are too reliant on one type of marketing or distribution, I’d advise you to start thinking about spreading your risk. The reason is that if one supplier, or social media platform, Online Travel Agency or wholesaler falls over or changes the way they work with you, you don’t want that to affect your entire business.
A diversified marketing strategy that spreads the risk is the way to go. Especially now that tourism is softening, it’s time to work smarter and plan strategically for the next few years.
What are you doing in terms of local, domestic and international distribution, content marketing, digital marketing, email marketing, social media marketing, partnering with other businesses? Are you keeping up with marketing trends? Do you have sound marketing systems?
Winter is a good time to work ON your business and the businesses that do this will grow compared with businesses that are complacent. I’ve seen this over and over!
So, set some time aside to work on your business so you can focus on your planning. Go off-site for a few days or join the Tourism Business Success Programme if you need help. Next start: 29th August 2019 in Queenstown, NZ.
Marijke Dunselman. Click here to read more about us!