Travel advisors, however, should shift their focus from chasing vanity metrics to cultivating genuine engagement. Many SM pages even have false follower numbers and likes. These are quite easy to get and many service websites like Fiver for example, even sell these follower bundles.
While a substantial following can certainly lend credibility, it's the quality of that following, not the quantity, that truly matters. Organic interested followers who interact with your social media pages are what’s valuable.
*For example, on our MHA Facebook page, our followers are all organic, interactive, and interested, in what you as travel advisors want to share there. Visit Here
The Illusion of Popularity:
A large follower count can be misleading on social media websites. As we mentioned above many accounts amass followers through automated tactics, giveaways, or simply buying followers.
These inflated numbers on many SM pages don't translate to real-world results, so at the end it these SM pages all becomes just ghost towns. Let’s explain:
- Ghost Followers: A significant portion of these followers may be inactive bots, or accounts that never interact with your content.
- Low Conversion Rates: Even if some are real people, they may not be your target audience or interested in your services. This leads to low conversion rates, meaning fewer inquiries and bookings.
True engagement signifies a loyal and interested audience. These are the individuals who:
- Like and comment on your posts: These followers show genuine interest in your content and are actively participating in the conversation.
- Share your posts: They amplify your reach by introducing your brand to their own networks, and sharing to other groups.
- Directly message you: They are actively seeking information or expressing interest in your services and using them.
- Book travel through you: They are taking the desired action – converting from follower to client for your travel business.
- Builds Trust and Credibility: Consistent engagement on your social media pages demonstrates that you are an active and responsive travel professional. It builds trust with potential clients who see that others value your expertise and insights. (*Learn more about Social media marketing in our marketing Section: Click Here)
- Increases Brand Visibility: When your audience shares your SM content, it expands your reach organically. This free exposure can significantly boost brand awareness and attract new clients.
- Drives Targeted Traffic: Engaged followers are more likely to click on your website or contact you directly for travel planning. This targeted traffic translates into valuable leads and potential bookings.
- Provides Valuable Insights: Analysing audience engagement on your social media pages, and even on your websites, helps you understand their interests and preferences. This data can inform your content strategy, tailor your services, and improve your overall marketing efforts.
- Create High-Quality, Shareable Content: For your travel business, you need to post visually appealing images and videos, share travel tips and insider knowledge, and run engaging contests and giveaways.
- Encourage Two-Way Conversations: Respond to comments and messages promptly and personally even setting up an automated response for when you are not available. Be interactive like asking questions, running surveys, and having Q&A sessions to encourage followers to interact.
- Use Relevant Hashtags: Utilize relevant hashtags to increase the visibility of your posts and connect with potential clients that are searching for travel-related information.
- Collaborate with Other Travel Professionals: Partner with other travel advisors, influencers, and travel brands to cross-promote your services and reach a wider audience.
- Run Targeted Ads: Consider using social media advertising to reach specific demographics and interests, thus ensuring that your ads are seen by the right people.
While follower count may seem like a vanity metric, it's the engagement that truly drives success for travel advisors.
Rather begin focusing on building a loyal and engaged organic audience, and as a travel professional, you can thus cultivate stronger client relationships, increase brand visibility, and ultimately, grow your travel business.
Remember: Quality over quantity. Prioritize genuine connections and meaningful interactions with your followers. This approach will yield far greater returns than simply chasing a large, but ultimately, meaningless number.
