Facebook’s Impact on Travel Marketing
For travel and hospitality marketers who don’t have much of a paid marketing budget, Facebook’s demotion of brand and publisher posts in the News Feed may hit hard. Here are a few ideas about what to do.
The obvious measure — paying for ads — will come last in this article. On Wednesday, Pippa Jacks wrote two articles for TTG about the Facebook change that prioritizes friends and family.
Content Marketing in Facebook Groups
Jacks does suggest using Facebook Groups—it’s unclear if she means travel marketers should place calls to action there. That may not be a good idea. But relevant content marketing could work.
Plus, based on my own experience of how Facebook prioritizes Top Posts instead of Most Recent, by definition, group posts will show up first in consumers’ feeds.
“Our sector is more fortunate than many, as travel-related content continues to outperform most others,” Jacks writes in “Leader: Facebookings Under Threat?”
Facebook Market Through Personal Pages
All of your friends and family already know you’re a travel marketer, right?
Jacks suggests this. I don’t — unless you’re already doing it and you haven’t lost any friends.
Pay for Facebook Ads
Jacks quotes Bruce Martin, founder of social media consultancy Ginger Juice, in her post “Facebook’s Feed Changes.” She says marketers will have to pay more to play.
“It doesn’t sound like adverts will be affected by these changes, so it might be that travel companies have to become more skilled in using advertising options,” he said.
What do you think, marketers?
Please respond in the comments section below.
Related story: Facebook Marketing and Hotels: A Guide