Travel brands jump on Instagram ad bandwagon
Instagram has followed parent company, Facebook, and will now feature advertisements in users' feeds across all Australian accounts.
Travel companies that were “carefully selected” to feature on the popular social media community include Flight Centre and Tourism Queensland, apparently due to their current strong involvement with members of the Instagram community.
“Flight Centre's mantra is to open up the world to those who want to see it. Instagram is a wonderful avenue for us to engage with a community of passionate and aspiring travellers so we are very excited to be a part of this Australian-first,” Flight Centre, head of customer experience, Keith Stanley said.
Meanwhile Tourism Queensland is hoping a roll out of ad images of the destination will effectively influence travel decisions.
“This partnership with Instagram is an opportunity for Tourism and Events Queensland to expand its digital reach and influence the travel decisions made by Instagram’s millions of active users. Instagram is the perfect platform to showcase Queensland’s holiday credentials, allowing fans to share authentic images in real time and advocate why Queensland is Where Australia Shines!” Tourism and Events Queensland, digital director marketing, Chris Chambers said.
Ads which will appear as photos or videos are expected to be rolled out slowly and designed to “to be seamlessly integrated with the Instagram experience and feel natural to Instagram as the photos and videos users enjoy from favourite brands”.
“Instagram is a place where people come to connect and be inspired and we continue to focus on this as we introduce new products,” Instagram revealed in a statement today.
The move comes after a successful ad roll out in the US last year and more recently the UK. The ads will include a variety of photos and videos which will appear in users’ main feed marked with a sponsored label, but will look similar to other photos and videos.
"Images are fast becoming a primary way that people communicate – in both the everyday and the spectacular. Our aim is to help brands create beautiful ads that feel as natural to Instagram as the photos and videos people already share and enjoy,” Instagram, market operations, Amy Cole said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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