In this episode of Digital Tourism Insights, host Pat Strader discusses industry trends and emerging marketing technologies.
Topics include the benefits of the Fediverse, a decentralized network of social media platforms linked by ActivityPub, for targeted marketing campaigns and the appeal of its platforms such as Mastodon, PeerTube and PixelFed.
Strader also highlights Meta's response to in-app purchase rules, increasing advertising costs, and the role of content-boosting via web platforms.
Engaging audiences through platforms like TikTok, as demonstrated by the Black Country Living Museum in the UK, is spotlighted as an effective approach in modern tourism marketing.
Lastly, Reddit's potential as a trusted platform for personalized marketing recommendations and an authentic way to connect with potential customers is explored.
00:12 Introduction to Digital Tourism Insights
00:44 Exploring the Fediverse: A New Frontier for Marketers
03:20 Getting Started with the Fediverse
https://jointhefediverse.net/learn/?lang=en-us
https://www.theverge.com/24063290/fediverse-explained-activitypub-social-media-open-protocol
https://github.com/emilebosch/awesome-fediverse
https://opensource.com/article/23/3/tour-the-fediverse
https://thehustle.co/the-fediverse-explained/amp/
https://fedi.tips/what-is-mastodon-what-is-the-fediverse/
https://usa.kaspersky.com/blog/what-is-fediverse/28938/
https://gist.github.com/joepie91/f924e846c24ec7ed82d6d554a7e7c9a8
https://mashable.com/article/what-is-the-fediverse
06:03 Meta's Response to Apple Tax: Implications for Advertisers
https://www.theverge.com/2024/2/15/24073228/meta-apple-tax-facebook-instagram-boosted-posts
https://searchengineland.com/meta-advertisers-avoid-apple-service-charge-437569
08:43 TikTok's Role in Reviving Travel Interests: Lessons from the Black Country Living Museum
https://www.museumnext.com/article/how-black-country-living-museum-became-a-tiktok-sensation/
https://www.theguardian.com/culture/2021/jul/05/black-country-living-museum-tiktok-viral-john-homer
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Pat (00:12):
hello and welcome to Digital Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO 20 years of
experience in travel and tourismmarketing.
And I invite you to join me fora quick look at industry trends,
research, emerging technologies,and real talk on what works,
what doesn't, and why.
(00:33):
So grab a coffee, a beer, or acocktail, there is no judgment
here, and let's have some funwith an honest and irreverent
look into the nitty gritty oftravel and tourism marketing.
And first off today, we're goingto be looking at industry
trends, exploring the Fediverse,a new digital frontier for
marketers.
You may be asking, what is theFediverse?
(00:55):
Well, something else that you'vegot to learn, right?
To simply put, the Fediverse isa decentralized network of
interconnected social mediaplatforms, each offering unique
opportunities for engagement.
Unlike the traditional socialmedia landscape that's dominated
by a few major players, theFediverse is a, quote unquote, a
(01:16):
constellation of platforms.
And it's linked by what isreferred to as ActivityPub.
This is a protocol that enablesdifferent platforms to interact
with each other.
And this decentralized approachis ideal for travel,
destinations, operators,Marketers that are aiming to
connect with highly engaged andvery niche audiences.
(01:40):
So, ActivityPub access theFediverse back.
It allows the content shared onone platform to be accessible
across to others.
It enhances your content's reachwithout that much additional
effort.
So, for instance, postspromoting a scenic tour can be
shared and interacted withacross various platforms.
(02:01):
Tapping into the diversecommunities with a genuine
interest in travel, and thistechnical foundation makes the
Fediverse a powerful tool forcontent distribution, community
engagement, and directcommunication with audiences
interested in travel andtourism.
The Fediverse encompassesplatforms like Mastodon, which
(02:23):
is a very popular, um, Fediverseplatform, if you will, for
microblogging.
There's PeerTube for videosharing, PixelFed for images.
These are all three from thealgorithmic and the ad driven
content that is prioritized andfound in mainstream social
channels.
(02:43):
So for travel and tourismmarketers, this represents an
opportunity to connect withaudiences.
In a more authentic andpersonalized manner, fostering,
that's right, fostering, genuinerelationships rather than vying
for attention in an unsaturatedspace, the segmented and engaged
audiences allow for tailoredcampaigns, potentially leading
(03:05):
to higher engagement rates andconversions.
So engagement with theFediverse, the passionate
communities there offers a pathto deeper interactions, stronger
connections, and isn't that.
A goal and our travel andtourism marketing.
So how do you get started?
Do a little research.
I know that's probably groaningbecause you've got to go learn
(03:26):
something else, but just selecta platform that aligns with your
content strategies, such asmastodon for updates or pixel
fed for visuals, create anaccount, engage with the global
community.
Identify the most relevantplatforms for your target
audiences within these networksby creating platform specific
(03:47):
content, engaging withcommunities.
You can leverage the Fedverse'sdecentralized nature for
targeted campaigns.
Enhancing market efforts andtravel and tourism site.
And in addition to Mastodon andpeer to pixel fed, um, there's
other things, Friendica for aFacebook like experience,
(04:09):
Pleroma for microblogging andeach supports different content
forms and community engagementand offering.
You know, this landscape forbrand storytelling and audience
interaction.
This is a key point here.
Okay.
We're looking at interacting,not just blasting people with
news.
But navigating the Fediverserequires a hands on management
(04:31):
approach and an understanding ofthe nuance of each platform.
Again, this takes time.
This investment in time andcontent creation tailored to
each unique community can yieldsignificant rewards.
Uh, direct engagement withtravel enthusiasts and, and it's
just a really great opportunityfor brands to engage directly
(04:54):
with their target audiences.
So in conclusion, the Fediverserepresents a shift towards a
more equitable and user centriconline experience with relates
to.
Social platforms for travel andtourism professionals.
It offers an untapped potentialfor storytelling and community
engagement.
As the digital landscapecontinues to evolve, the
(05:15):
Fediverse stands as a promisingavenue for innovative marketing
strategies and travel andtourism, encouraging various
explore and engage with thisdiverse communities.
I think that we're going tocontinue to see more brands.
Sticking their toe in the water,uh, with some of these
platforms.
And I think that it's, again,it's a really great opportunity
(05:37):
for us to engage with ourpotential travelers, uh, you
know, whether it be aninspiration or whatever the case
may be, I just, I really feelthat this is a huge opportunity
that we all need to be payingattention to and making sure
that we're prepared so that wecan be ready to leverage the
(05:59):
Fediverse for marketing.
Today's tech spotlight.
We're going to be taking a lookquickly, taking a look at Meta's
response to the app attacks andwhat it means for advertisers.
So what is this all?
Meta has announced that it willpass on Apple's 30 percent
service charge for in apppurchases, including boosted
(06:20):
posts on Facebook and Instagramdirectly to the advertiser.
Uh, this decision comes as aresponse to Apple's in app
purchase rules.
Which, you know, I think Metahas been circumventing these for
quite some time, but the moveis, you know, it's going to
impact small businesses bymaking advertising more
expensive.
(06:40):
Pay attention here though,because this is very specific,
and this is frankly a prettyeasy fix, but particularly for
those relying on in apppurchases for boosting posts.
So for small businesses, thismeans a direct increase in the
cost of reaching potentialtravelers through posts boosted
via your, oh, I'm going to say.
So if you're using your phone,you're going to get whacked with
(07:03):
this 30 percent charge.
So by shifting our boosting toweb platforms, simple, we can
sidestep this additional expenseand keep our marketing budgets
in check, if you will.
So, you know, in the travel andtourism space, this can be
problematic simply because ofthe nature of what we do in
travel and tourism, we're outand about, we're sharing
(07:25):
experiences So you just have tobe mindful of that.
And again, this 30 percentservice charge is going to be
applied to any boosts that youdo through.
So the decision is significant.
Here's why it matters to traveland tourism marketing
professionals.
First of all, increase costs.
Small businesses will now havehigher costs for boosting posts
(07:48):
again through your iOS device.
Payment changes.
This one, this one's crazy heretoo, but if, if you are going to
continue to post or excuse me,boost through your OS, you are
going to have to pay up frontfor the boosts.
Good times, but as travel andtourism marketers, here's how we
can navigate these changes andjust make some shifts to how
(08:12):
you're posting.
Um, if you do need to post,excuse me, I keep saying post.
If you do need boost throughyour phone, just be mindful of
this.
But educate your teams andensure that all of your
marketing teams are aware ofthese changes and implications
for the campaigns.
And again, that additional 30percent charge.
(08:32):
So good times, Apple, uh, alwaysan adventure.
In today's destinationspotlight, we're going to be
taking a look at TikTok's rolein reviving travel interests,
learning some lessons from theBlack Country Living Museum.
(08:54):
So did you know that there's amuseum located just outside of
Birmingham in the UK that hasbecome a TikTok sensation?
That's right, the Black CountryLiving Museum has captured the
hearts of 1.
3 million followers.
with its unique and engaginghistorical content.
So at the core of their successis storytelling.
(09:15):
The museum's actors, like thebeloved 1920s Granddad for
example, bring history to lifein a way that resonates with the
younger TikTok audience and it'sa brilliant example of how
traditional narratives can beadapted for modern platforms.
What the museum has done soeffectively is to make their
content a digital extension oftheir physical experience.
(09:38):
They've shown that history isn'tjust about the past, that it's
alive, it's entertaining, andit's still relevant.
So what can we learn from themuseum's success?
Well, first of all, authenticityis key.
Create content that's true tothe brand and tells your story.
Second, engage with youraudience.
Using challenges, hashtags,trends to your advantage and
(09:59):
finally be consistent.
Regular posting keeps youraudience engaged and looking
forward to more.
The Black Country LivingMuseum's TikTok success
underscores the platform's powerin storytelling.
Blending historical insights andmodern trends, the museum
reached a global audience.
Providing gauging content.
(10:21):
That can transcend thetraditional marketing boundaries
that we often see.
So for travel marketers, theirlesson here is pretty clear.
Leverage TikTok's dynamicplatform to showcase your
destinations, unique stories andexperiences.
So if you're, if, again, ifyou're not familiar with this,
go.
Go look them up.
Go check out their TikTokchannel.
It's just really, just somereally fun and engaging content.
(10:46):
So, some key highlights here.
The Black Country Living Museumboasts 1.
3 million followers on TikTok.
Man, that's crazy.
And the unique and engagingcontent.
Uh, the museum content strategyblends historical insights with
modern culture trends, offeringa mix of educational and
entertaining videos.
(11:06):
Includes everything from fashionvideos inspired by K pop street
fashion, educational pieces onwomen's roles in World War II,
Victorian era recipes, mashupsof all different types of memes,
and hip hop music, and it'sjust, again, really, really
creative approach.
(11:27):
But all of this was produced inhouse.
So all that content produced byteam members, they're showcasing
the museum staff's creativityand dedication.
And the primary investment inthis digital venture, if you
will, is simply the time andeffort of the museum's team
highlighting an efficient use ofresources.
(11:48):
And I shouldn't oversimplifythat.
It does obviously takededication and it is an
investment, but.
There's a very low barrier toentry here for you.
The strategic success of themuseums use of TikTok has
significantly enhanced its brandawareness.
(12:09):
As we wrap up, remember theplatforms like TikTok offer a
unique opportunity to reach newaudiences and showcase your
brand in a fresh and excitingway.
The Black Country Living Museumhas harnessed the power of
TikTok to create a significantonline presence with
entertaining and educationalcontent.
And just sharing stories aboutthe rich history of the region.
(12:33):
The innovative approach not onlyplaced Black Country Living
Museum on the official UK TikTok100 chart, but it's also crowned
as the most followed museumglobally on the TikTok platform.
So just a really fascinating,interesting look at how to
leverage TikTok, uh, in someunexpected ways.
(12:59):
In today's research roundup,we're going to be looking at
Reddit, the next era ofinfluence and travel marketing.
This was a piece of researchthat, uh, they just recently
posted.
Again, the link will be in theshow notes.
Some really fascinatinginformation here.
And as trust in traditionaladvertising wanes, Platforms
(13:19):
like Reddit emerge as theselittle sanctuaries of
authenticity.
Billions turning to Reddit forgenuine advice.
Travel marketers have anunprecedented opportunity to
engage.
With potential customers on avery personal level, the
strategy, uh, dive into relevantcommunities, share insights, and
become a trusted source ofinformation.
(13:42):
Why is this important?
Trust in traditionaladvertising, again, is waning
with over half of us shoppersthat have concerns about the
legitimacy of their main productdiscovery channels.
Reddit, however, has become atrusted resource.
With users adding quote unquoteReddit to their Google searches
(14:04):
32 billion times in search ofmore authentic advice.
Here's where it gets interestingfor us as marketers.
Reddit's unique ecosystemfosters genuine bidirectional
conversations offeringpersonalized purchasing advice.
This means it's an incredibleopportunity for brands to
(14:26):
connect.
Authentically with potentialcustomers.
So how do we leverage this?
First, spend some time learningabout Reddit, identify relevant
Reddit communities for yourtravel destination or service,
and get in there and engagegenuinely, share your insights
and answer questions with thegoal being to become a valued
(14:46):
community member, not just abroadcaster of your message and
spamming people with yourspecial offers and things like
that.
Um, answer questions, behelpful.
But diving into the discussionswith authenticity and Reddit's
format of request and responseensures that recommendations are
(15:08):
tailored, making them trustmagnets.
For marketers, this translatesinto a chance to showcase real
value in real conversations.
So the impact.
Recommendations on Reddit driveconfident purchases across the
board, from consumer electronicsto beauty and yes, travel.
Reddit is the number onedestination For trustworthy
(15:30):
advice.
Crazy.
This means tailoring yourmarketing efforts to be
informative, helpful, and aboveall, genuine.
Recommendations on Reddit aredifferent than reviews.
Again, they're bi directional,personalized, making them more
valuable to users and brands.
And keep in mind thatrecommendations play a critical
role in the travel purchasejourney, from discovery to
(15:53):
decision.
For example, in consumerelectronics, 17 percent of
recommendations come at thediscovery stage, and 53 percent
at the consideration stage.
Well, we can analyze travelrelated subreddits to understand
travelers needs and pain points.
Well, there are some commonthemes that we see that we can
address.
(16:13):
And you can tailor yourmarketing strategies to address
these very specific concerns.
And again, helping to answerquestions.
To make this content actionable,you need to create a Reddit
marketing strategy for yourIdentify relevant subreddits.
Create content that adds valueto the community and track
(16:36):
engagements to optimize yourcampaigns.
Remember the next era ofinfluence is about trust and
personalized recommendations.
So by understanding the power ofplatforms like Reddit, you can
create marketing strategies thatresonate with travelers and
drive conversions.
that's all for today's episode.
I hope that you found one smallpiece of information to help you
(16:57):
along your marketing journey.
If you have any questions over atopic that you'd like to hear
covered or a great example oftravel and tourism marketing in
the wild, I'd love to hear fromyou.
Just drop me an email, tti atdigital relativity.
com.
That's tti at digitalrelativity.
com.
You can text 209 300 5017.
(17:20):
That's 209 300 5017.
Or message me on X at PatStrader.
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts and join us next time
as we continue to explore thefuture of travel and tourism
marketing.
hello and welcome to Digital Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO 20 years of
experience in travel and tourismmarketing.
And I invite you to join me fora quick look at industry trends,
research, emerging technologies,and real talk on what works,
what doesn't, and why.
(00:33):
So grab a coffee, a beer, or acocktail, there is no judgment
here, and let's have some funwith an honest and irreverent
look into the nitty gritty oftravel and tourism marketing.
And first off today, we're goingto be looking at industry
trends, exploring the Fediverse,a new digital frontier for
marketers.
You may be asking, what is theFediverse?
(00:55):
Well, something else that you'vegot to learn, right?
To simply put, the Fediverse isa decentralized network of
interconnected social mediaplatforms, each offering unique
opportunities for engagement.
Unlike the traditional socialmedia landscape that's dominated
by a few major players, theFediverse is a, quote unquote, a
(01:16):
constellation of platforms.
And it's linked by what isreferred to as ActivityPub.
This is a protocol that enablesdifferent platforms to interact
with each other.
And this decentralized approachis ideal for travel,
destinations, operators,Marketers that are aiming to
connect with highly engaged andvery niche audiences.
(01:40):
So, ActivityPub access theFediverse back.
It allows the content shared onone platform to be accessible
across to others.
It enhances your content's reachwithout that much additional
effort.
So, for instance, postspromoting a scenic tour can be
shared and interacted withacross various platforms.
(02:01):
Tapping into the diversecommunities with a genuine
interest in travel, and thistechnical foundation makes the
Fediverse a powerful tool forcontent distribution, community
engagement, and directcommunication with audiences
interested in travel andtourism.
The Fediverse encompassesplatforms like Mastodon, which
(02:23):
is a very popular, um, Fediverseplatform, if you will, for
microblogging.
There's PeerTube for videosharing, PixelFed for images.
These are all three from thealgorithmic and the ad driven
content that is prioritized andfound in mainstream social
channels.
(02:43):
So for travel and tourismmarketers, this represents an
opportunity to connect withaudiences.
In a more authentic andpersonalized manner, fostering,
that's right, fostering, genuinerelationships rather than vying
for attention in an unsaturatedspace, the segmented and engaged
audiences allow for tailoredcampaigns, potentially leading
(03:05):
to higher engagement rates andconversions.
So engagement with theFediverse, the passionate
communities there offers a pathto deeper interactions, stronger
connections, and isn't that.
A goal and our travel andtourism marketing.
So how do you get started?
Do a little research.
I know that's probably groaningbecause you've got to go learn
(03:26):
something else, but just selecta platform that aligns with your
content strategies, such asmastodon for updates or pixel
fed for visuals, create anaccount, engage with the global
community.
Identify the most relevantplatforms for your target
audiences within these networksby creating platform specific
(03:47):
content, engaging withcommunities.
You can leverage the Fedverse'sdecentralized nature for
targeted campaigns.
Enhancing market efforts andtravel and tourism site.
And in addition to Mastodon andpeer to pixel fed, um, there's
other things, Friendica for aFacebook like experience,
(04:09):
Pleroma for microblogging andeach supports different content
forms and community engagementand offering.
You know, this landscape forbrand storytelling and audience
interaction.
This is a key point here.
Okay.
We're looking at interacting,not just blasting people with
news.
But navigating the Fediverserequires a hands on management
(04:31):
approach and an understanding ofthe nuance of each platform.
Again, this takes time.
This investment in time andcontent creation tailored to
each unique community can yieldsignificant rewards.
Uh, direct engagement withtravel enthusiasts and, and it's
just a really great opportunityfor brands to engage directly
(04:54):
with their target audiences.
So in conclusion, the Fediverserepresents a shift towards a
more equitable and user centriconline experience with relates
to.
Social platforms for travel andtourism professionals.
It offers an untapped potentialfor storytelling and community
engagement.
As the digital landscapecontinues to evolve, the
(05:15):
Fediverse stands as a promisingavenue for innovative marketing
strategies and travel andtourism, encouraging various
explore and engage with thisdiverse communities.
I think that we're going tocontinue to see more brands.
Sticking their toe in the water,uh, with some of these
platforms.
And I think that it's, again,it's a really great opportunity
(05:37):
for us to engage with ourpotential travelers, uh, you
know, whether it be aninspiration or whatever the case
may be, I just, I really feelthat this is a huge opportunity
that we all need to be payingattention to and making sure
that we're prepared so that wecan be ready to leverage the
(05:59):
Fediverse for marketing.
Today's tech spotlight.
We're going to be taking a lookquickly, taking a look at Meta's
response to the app attacks andwhat it means for advertisers.
So what is this all?
Meta has announced that it willpass on Apple's 30 percent
service charge for in apppurchases, including boosted
(06:20):
posts on Facebook and Instagramdirectly to the advertiser.
Uh, this decision comes as aresponse to Apple's in app
purchase rules.
Which, you know, I think Metahas been circumventing these for
quite some time, but the moveis, you know, it's going to
impact small businesses bymaking advertising more
expensive.
(06:40):
Pay attention here though,because this is very specific,
and this is frankly a prettyeasy fix, but particularly for
those relying on in apppurchases for boosting posts.
So for small businesses, thismeans a direct increase in the
cost of reaching potentialtravelers through posts boosted
via your, oh, I'm going to say.
So if you're using your phone,you're going to get whacked with
(07:03):
this 30 percent charge.
So by shifting our boosting toweb platforms, simple, we can
sidestep this additional expenseand keep our marketing budgets
in check, if you will.
So, you know, in the travel andtourism space, this can be
problematic simply because ofthe nature of what we do in
travel and tourism, we're outand about, we're sharing
(07:25):
experiences So you just have tobe mindful of that.
And again, this 30 percentservice charge is going to be
applied to any boosts that youdo through.
So the decision is significant.
Here's why it matters to traveland tourism marketing
professionals.
First of all, increase costs.
Small businesses will now havehigher costs for boosting posts
(07:48):
again through your iOS device.
Payment changes.
This one, this one's crazy heretoo, but if, if you are going to
continue to post or excuse me,boost through your OS, you are
going to have to pay up frontfor the boosts.
Good times, but as travel andtourism marketers, here's how we
can navigate these changes andjust make some shifts to how
(08:12):
you're posting.
Um, if you do need to post,excuse me, I keep saying post.
If you do need boost throughyour phone, just be mindful of
this.
But educate your teams andensure that all of your
marketing teams are aware ofthese changes and implications
for the campaigns.
And again, that additional 30percent charge.
(08:32):
So good times, Apple, uh, alwaysan adventure.
In today's destinationspotlight, we're going to be
taking a look at TikTok's rolein reviving travel interests,
learning some lessons from theBlack Country Living Museum.
(08:54):
So did you know that there's amuseum located just outside of
Birmingham in the UK that hasbecome a TikTok sensation?
That's right, the Black CountryLiving Museum has captured the
hearts of 1.
3 million followers.
with its unique and engaginghistorical content.
So at the core of their successis storytelling.
(09:15):
The museum's actors, like thebeloved 1920s Granddad for
example, bring history to lifein a way that resonates with the
younger TikTok audience and it'sa brilliant example of how
traditional narratives can beadapted for modern platforms.
What the museum has done soeffectively is to make their
content a digital extension oftheir physical experience.
(09:38):
They've shown that history isn'tjust about the past, that it's
alive, it's entertaining, andit's still relevant.
So what can we learn from themuseum's success?
Well, first of all, authenticityis key.
Create content that's true tothe brand and tells your story.
Second, engage with youraudience.
Using challenges, hashtags,trends to your advantage and
(09:59):
finally be consistent.
Regular posting keeps youraudience engaged and looking
forward to more.
The Black Country LivingMuseum's TikTok success
underscores the platform's powerin storytelling.
Blending historical insights andmodern trends, the museum
reached a global audience.
Providing gauging content.
(10:21):
That can transcend thetraditional marketing boundaries
that we often see.
So for travel marketers, theirlesson here is pretty clear.
Leverage TikTok's dynamicplatform to showcase your
destinations, unique stories andexperiences.
So if you're, if, again, ifyou're not familiar with this,
go.
Go look them up.
Go check out their TikTokchannel.
It's just really, just somereally fun and engaging content.
(10:46):
So, some key highlights here.
The Black Country Living Museumboasts 1.
3 million followers on TikTok.
Man, that's crazy.
And the unique and engagingcontent.
Uh, the museum content strategyblends historical insights with
modern culture trends, offeringa mix of educational and
entertaining videos.
(11:06):
Includes everything from fashionvideos inspired by K pop street
fashion, educational pieces onwomen's roles in World War II,
Victorian era recipes, mashupsof all different types of memes,
and hip hop music, and it'sjust, again, really, really
creative approach.
(11:27):
But all of this was produced inhouse.
So all that content produced byteam members, they're showcasing
the museum staff's creativityand dedication.
And the primary investment inthis digital venture, if you
will, is simply the time andeffort of the museum's team
highlighting an efficient use ofresources.
(11:48):
And I shouldn't oversimplifythat.
It does obviously takededication and it is an
investment, but.
There's a very low barrier toentry here for you.
The strategic success of themuseums use of TikTok has
significantly enhanced its brandawareness.
(12:09):
As we wrap up, remember theplatforms like TikTok offer a
unique opportunity to reach newaudiences and showcase your
brand in a fresh and excitingway.
The Black Country Living Museumhas harnessed the power of
TikTok to create a significantonline presence with
entertaining and educationalcontent.
And just sharing stories aboutthe rich history of the region.
(12:33):
The innovative approach not onlyplaced Black Country Living
Museum on the official UK TikTok100 chart, but it's also crowned
as the most followed museumglobally on the TikTok platform.
So just a really fascinating,interesting look at how to
leverage TikTok, uh, in someunexpected ways.
(12:59):
In today's research roundup,we're going to be looking at
Reddit, the next era ofinfluence and travel marketing.
This was a piece of researchthat, uh, they just recently
posted.
Again, the link will be in theshow notes.
Some really fascinatinginformation here.
And as trust in traditionaladvertising wanes, Platforms
(13:19):
like Reddit emerge as theselittle sanctuaries of
authenticity.
Billions turning to Reddit forgenuine advice.
Travel marketers have anunprecedented opportunity to
engage.
With potential customers on avery personal level, the
strategy, uh, dive into relevantcommunities, share insights, and
become a trusted source ofinformation.
(13:42):
Why is this important?
Trust in traditionaladvertising, again, is waning
with over half of us shoppersthat have concerns about the
legitimacy of their main productdiscovery channels.
Reddit, however, has become atrusted resource.
With users adding quote unquoteReddit to their Google searches
(14:04):
32 billion times in search ofmore authentic advice.
Here's where it gets interestingfor us as marketers.
Reddit's unique ecosystemfosters genuine bidirectional
conversations offeringpersonalized purchasing advice.
This means it's an incredibleopportunity for brands to
(14:26):
connect.
Authentically with potentialcustomers.
So how do we leverage this?
First, spend some time learningabout Reddit, identify relevant
Reddit communities for yourtravel destination or service,
and get in there and engagegenuinely, share your insights
and answer questions with thegoal being to become a valued
(14:46):
community member, not just abroadcaster of your message and
spamming people with yourspecial offers and things like
that.
Um, answer questions, behelpful.
But diving into the discussionswith authenticity and Reddit's
format of request and responseensures that recommendations are
(15:08):
tailored, making them trustmagnets.
For marketers, this translatesinto a chance to showcase real
value in real conversations.
So the impact.
Recommendations on Reddit driveconfident purchases across the
board, from consumer electronicsto beauty and yes, travel.
Reddit is the number onedestination For trustworthy
(15:30):
advice.
Crazy.
This means tailoring yourmarketing efforts to be
informative, helpful, and aboveall, genuine.
Recommendations on Reddit aredifferent than reviews.
Again, they're bi directional,personalized, making them more
valuable to users and brands.
And keep in mind thatrecommendations play a critical
role in the travel purchasejourney, from discovery to
(15:53):
decision.
For example, in consumerelectronics, 17 percent of
recommendations come at thediscovery stage, and 53 percent
at the consideration stage.
Well, we can analyze travelrelated subreddits to understand
travelers needs and pain points.
Well, there are some commonthemes that we see that we can
address.
(16:13):
And you can tailor yourmarketing strategies to address
these very specific concerns.
And again, helping to answerquestions.
To make this content actionable,you need to create a Reddit
marketing strategy for yourIdentify relevant subreddits.
Create content that adds valueto the community and track
(16:36):
engagements to optimize yourcampaigns.
Remember the next era ofinfluence is about trust and
personalized recommendations.
So by understanding the power ofplatforms like Reddit, you can
create marketing strategies thatresonate with travelers and
drive conversions.
that's all for today's episode.
I hope that you found one smallpiece of information to help you
(16:57):
along your marketing journey.
If you have any questions over atopic that you'd like to hear
covered or a great example oftravel and tourism marketing in
the wild, I'd love to hear fromyou.
Just drop me an email, tti atdigital relativity.
com.
That's tti at digitalrelativity.
com.
You can text 209 300 5017.
(17:20):
That's 209 300 5017.
Or message me on X at PatStrader.
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts and join us next time
as we continue to explore thefuture of travel and tourism
marketing.
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