Social media branding is a growing trend in the travel and hospitality industry. Many companies looking to establish their online presence. Investing in professional branding can help you reach out and connect with new potential guests, who may not have heard of your brand yet.
Social media is all about building relationships. Branding can definitely support you in the process of gaining the trust and attention of the right people. Let’s see how.
What is social media branding?
Branding is often confused with corporate identity. As a result, it is deprived of its potential in building lasting relationships with recipients.
Let’s make it clear. Visual identity is the graphic elements that create the image of your tourist brand, and branding is the process of building this image.
So it’s not only the visual style of your brand, but also communication elements, and actions consolidating who you are and what you do as a travel service provider. To use the full potential of branding, think about it strategically and be aware of your goals.
In order to get started with branding, think about how you would like your tourist brand to be perceived. What emotions do you want to strike in them? What do you want them to say about your business?
In social media, branding supports you in determining the visual direction of your channels.Cchoosing the right language and content help you to engage with them more effectively.
Why branding is important in social media
Social media branding is the first step to attracting new customers, building your brand’s reputation, and basically making more money. It’s also the first thing potential guests will see when they search for you on social media. Therefore, it’s important that you get it right!
Instagram and Facebook have dominated our everyday life. This is where people look for inspiration for holidays with family or trips with friends. These are great tools that every hotel or travel agency owner should keep in their arsenal.
Apart from the obvious benefits, there are also downsides to this type of marketing. Scientists are saying loudly that our focus span is getting shorter because of the excessive use of social media channels.
No wonder that when scrolling through online feeds, we quickly forget what we’ve already seen. It’s even harder to find the information when we need it. In such a case, it is easy for brands to just blend in with the crowd and be forgotten.
That is why it is so important to stand out from the competition and consciously build your image through branding.
Read more: Attract travelers with destination branding
Common mistakes in social media branding
Social media branding is a crucial part of any travel and hospitality business. However, many companies assume that because they are already established, their social media presence will grow organically. Unfortunately, this is not always the case.
Following your own gut feeling
Many owners of small and medium-sized tourism businesses make the same mistake. They focus on their own gut feeling when working on their social media branding. The reason is the lack of knowledge or budget for professional research. Unfortunately, in this case, our work and the money we’ve invested may not pay off.
When we base our actions only on gut feeling, we risk that our message will reach the wrong audience and will be completely lost on Instagram feed.
If you cannot afford professional research, reach for free resources. Observe the activities of competitors, forums, Facebook groups, and ask your existing clients.
Many people are afraid to start their adventure with social media branding. Avoiding mistakes and failers, we risk sticking to methods that may work fine but do not reveal our full potential.
Research shows that, especially over the past few years, audiences prefer authenticity to perfectionism. Therefore, we should not be afraid of small mistakes and bad ideas. Anyway, experimenting with your social media content is the only way to truly see what’s working and what’s not.
Blindly following trends
Following trends, especially on social media, is not such a bad idea. Although you should know what works for your brand and what doesn’t. But how to know it, you ask? If you established your brand strategy, core values, and tone of voice it will be easier for you to know if the trend fit the image you want to achieve with your travel brand.
However, blindly following trends can also put you at risk of blending in and resembling your competitors. It’s important to find the right balance and find your place in this crazy world of social media content.
Using all platforms the same way
It’s important to remember that different platforms have different audiences. Instagram is predominantly used by younger people who are looking for a way to express themselves through their photos. Facebook, meanwhile, attracts users who are interested in staying up-to-date with family and friends.. Therefore it’s important to post regularly and make sure you’re engaging with your followers.
Correctly using each platform can help you to address a wider audience but also save a lot of time on creating content that doesn’t necessarily fit the format.
Branding best practice
The first step to social media branding is to decide which platforms are right for your business. If you’re not sure where people are hanging out online, try looking at what other brands in your industry are doing on social media. You’ll get ideas for what kinds of content might work well for you and where people might be talking about it.
Get started by thinking about what makes your business unique and different from others in your industry. This is known as “niching down” and can be critical in ensuring that people find you when they’re looking for a business like yours.
Once you know who your ideal customer is (and how to reach them), investing in social media branding is key. This includes everything from colors and imagery to copywriting and tone of voice. By selecting colors that match your target audience’s visual aesthetic, using language they’re familiar with, and creating visuals that allude to what they want (i.e., the beach), you’ll ensure that people feel welcomed into your community before they even cross the threshold of your physical location!
Know your audience
Social media is the greatest thing to happen to travel and hospitality businesses since the advent of air travel. It’s a chance to connect with your customers and potential clients in an authentic way, and it’s an opportunity for you to showcase your personality and culture in a way that isn’t possible on traditional platforms like print ads or TV commercials.
But if you’re not careful about how you use social media, it can become a liability instead of an asset. So here are some tips for how your business can get the most out of social media branding:
- Make sure it’s all about the customer
The number one mistake that brands make on social media is thinking that they’re using it as a place to talk to people rather than with them. Social media is meant to be used as a platform where your customers can feel like they’re part of the conversation—not just another source of noise in their feed! The best way for them to feel like they’re part of your brand is by giving them something worth talking about—and that means making sure everything on social media is focused on their needs and interests.
- Know who your audience is
It’s important not just for brands but also for individuals to understand their audience before setting up accounts on any platform. You need to know who they are and what they want before you start posting anything. This will save you time figuring out what you should post and also keep your feed relevant and interesting.
Once you have an idea of where your audience is, it’s time to put together some posts! These should be fun and engaging, but they also need to address both who your audience is (their interests) as well as what they need from your brand (the services or products that would make their lives easier).
Establish your unique brand archetype
According to Carl Gustav Jung’s theory of archetypes, brand archetypes give brands a personality. It says that we are able to create emotional connections and process information more quickly because of cultural patterns ingrained in our brains.
Using archetypes allows us to relate to a brand on a deeper level, humanize it, and strike emotions.
Observation has taught me that translating emotions into coherent branding is difficult for many people, especially those with no design or marketing experience. Archetypes help to choose the right language and tone of voice and combine them with the right visual language.
Choose the tone of voice
Finally, don’t forget about yourself! If you’re not having fun with social media then why should anyone else? Make sure that each post reflects who YOU are as an individual. Make people excited about interacting with YOUR business. Avoid being just another faceless company account full of boring posts from some random person.
Balancing your personality as a travel business owner, your business goals, and your staff capacity can be a real challenge. That’s why it’s worth investing in brand strategy and professional branding, so you have all the tools to make it happen.
When your brand finally gains its own unique, authentic voice you can be sure that it will attract the right type of guests and visitors.
Place of brand Identity is a social media branding
Next up: brand identity! Your brand identity is everything that makes up how you look as a business. Your logo, color scheme, and social media post templates. It’s important that these elements work together seamlessly so that people get a clear sense of who you are and what they can expect when they interact with your business online.
Brand identity can speak for your brand and communicate without words. It can position you in the right segment of the market, bring attention to your tour offer. and make your brand more memorable.
If you want to make sure you’re doing everything right, here are some common mistakes people make when it comes to social media brand identity:
- Using stock images. When using stock images on your site or social media, make sure they represent the real experience of your customer. Don’t just use them because they’re free. They might not tell the whole story of what it’s like to work with you or visit your hotel.
- Not having a consistent brand across platforms. In order to be successful in social media branding, it’s important that you have a consistent look and feel across all platforms. Whether that’s Facebook or Instagram or Twitter or LinkedIn (or all four!). This helps ensure that people recognize who they’re dealing with when they come across different platforms.
- Not paying attention to voice and tone on social media channels like Twitter or Instagram where there are no character limits