As new social media platforms rise in popularity, unique forms of advertising emerge, providing more ways than ever to promote your brand and grow your consumer base. The most recent app to change the world of social media is a short-form video-sharing platform called TikTok. Part of TikTok’s success can be attributed to its advanced in-app video editing capabilities, shareability of content, and most importantly, its broad audience. For a more in-depth discussion of the structure and increasing power of TikTok, head to our previous blog post, Why Tik Tok Should be Included in Your Marketing Strategy. In this article, we’re shifting our focus to how, and why, you should utilize TikTok to promote your travel brand.
@vanelovestravelIG: @vanelovestravel 📍 | The last clip is one of the most popular attractions at the park 😍 #fyp #htxhotspots #houstondateideas #exploreyourcity♬ High Fashion (feat. Mustard) – Roddy Ricch
@kenitaa_If you’re in Miami you must visit El Túcan 😍 #fyp #miami #miamirestaurants #thingstodoinmiami #food #florida #restaurants #foryou♬ La Mamá de la Mamá (feat. El Cherry Scom) – El Alfa & CJ & Chael Produciendo
@carsonburekpnwLooking for views in WA that you can get a few feet from your car? Visit these drive up spots👆 #pnw #washington #travel #nature #hiketok #westcoast♬ Monastery of Sound Hibell Edit – Aaron Hibell
The How
In destination marketing, the main goal is to showcase the amazing experiences your audience could have when they visit your destination. TikTok has already proven to be a useful tool for creating these types of FOMO-inducing videos. Many types of content have become popular on the app that can (and should) be taken advantage of by travel brands. Examples of these types of content include hotel tours, “day in the life” style videos, local attraction features, must-visit restaurants, nature spots, and more! The Carnegie Museum of Natural History is one such destination that has seen a rise in popularity after taking a more humorous approach to their TikToks. Their videos often include witty jokes that highlight interesting facts about their exhibits and the plants and animals they study. What makes TikTok so useful is the fact that there are seemingly unlimited options when it comes to creating content. If you have a vision for how you want to promote your location, TikTok has the tools to make it happen.
The Why
There are numerous reasons why this app is incredibly useful for travel brands. Most travel brands can tell you that the best content often comes from the visitors themselves. User-generated content is increasingly successful in advertising because consumers today trust reviews and recommendations more than statements released by brands themselves. TikTok capitalizes on this trend, as most of their videos are organic content posted by individual users who want to share their positive experiences. Travel brands can take advantage of this by encouraging new visitors to create such content, reposting content created at their destination, or mimicking this video style in their advertising. Authenticity is everything, and TikTok is a casual platform that can serve as an excellent way for brands to showcase local attractions at little to no cost; bonus points if you can secure an influencer to promote your destination! If you are looking to boost your TikTok’s performance, there are options for paid advertising that could be useful for travel brands, namely the various targeting options. TikTok allows paid users to create audiences, ensuring your content is reaching the right viewers. While TikTok’s algorithm already excels in promoting relevant content to its users, there’s always the option to take the extra step and target audiences specifically.
If you’re a travel brand looking to increase visitation, reach new audiences, or simply grow your brand, TikTok is an ideal place to start. Using the app, destination marketers can highlight well-known attractions and hidden gems that are unique to your area, promote food tourism, showcase local amenities, and more. At Paperkite, we have experience creating TikToks for our clients, and we would love to help your business grow using this new and exciting platform. Let’s Talk about how we can help you showcase your destination in a way that will drive business and build your brand!
