What are the major keywords which drive advertising sentiments on Instagram? Cutting across all ages, it’s Instant Inspiration. The ability to inspire awe through breathtaking pictures drives traffic of 500 million users on this social media platform. You can’t simply scroll across something uniquely beautiful without pausing by to admire and appreciate. In terms of business advertisement, the seconds are priceless.
There are over 25 million businesses on Instagram, vying for approximately 4.2 billion likes every day. Visually perfect images make us long for an instant experience. Apart from the beauty and cosmetic industry itself, the two major business segments which thrive on our eternal quest for all things beautiful are food and travel.
In terms of engagement on Instagram, the Social Media Benchmark Report 2020 puts Food & Beverage very close to the median across all industries.
More than being a culinary delight, exotic and delightful food has always been a treat for the eyes. In today’s digital age, we eat with our eyes. The legion of foodies who Instagram their meal before raising it to their lips is increasing by the minute. Currently, as per telegraph.co.uk, the total number of #food posts on Instagram stands at 387,010,171 with Pizza being the most Instagrammed food globally followed by Sushi.
Insta-food has acquired the image of being served sizzling hot and the foodie in each one of us finds the posts too tempting to resist. The farm-to-table movement has ensured that delicacies from all across the World get posted with their short unique stories and exciting narratives from farmers to local chefs. The glamorized visual presentation of an exotic dish destined to arouse an irrepressible desire to eat has generated an entirely new term in urban dictionary #foodporn.
The engagement generated by food brands over Instagram is way ahead of that for other social media channels. Instagram is driving an all-new culture of food tourism across the world, while high-resolution food imagery is quenching the appetite of Instagrammers like never before.
Our bucket list of dream travel destinations comprises a curated collection of images inspired by ethereal natural beauties waiting to be explored. Rather than visiting pre-fixed geographical destinations, the millennial travelers prefer to relive the amazing experiences of fellow travelers, they have witnessed on their smart screens.
Image: Instagram.com (Trolltunga, Norway)
Travel, focus, shoot, and share are the dominating trends driving both Instagram and the tourism industry. Images of a solitary person perched atop a jutting rock in a jaw-dropping Norwegian landscape are an ideal example of Insta-tourism. Instagram is often the first place where travelers share their highly optimized posts straight from the holiday hotspots. As a host to millions of carefully crafted vacation pictures designed to attract attention, travel, and tourism have become one of the major avenues of traffic on Instagram.
The tourism industries worldwide are gradually mastering the art of integrating Instagram into their brand awareness and business growth strategies. The brand which takes the cake is New Zealand Tourism. The images are mesmerizing and display an amazing consistency of beauty in solitude. The absence of people in the majority images gives a distinct impression of observing the virgin beauty first hand. In terms of global followers, the page has breached the 1 million mark. The visual branding is breathtaking indeed, considering it is almost 20% of New Zealand’s total population.
Image: Instagram.com (New Zealand Tourism)
Emotive pictures and engaging videos on Instagram leave travelers fantasizing about their potential experience and no one has done it better than National Geographic with their two Insta handles @Natgeo and @Natgeotravels. A look at the top 10 travel influencer brands in 2019 shows the high levels of visual engagements these brands have brought with 105.04 million followers for @natgeo in 2019, while the current figure stands at 136 million and counting.
In terms of engaging with the millennial travelers, Hotels & Resorts have been right up to their mark. Infinity pools, Eiffel tower facing rooms, personal lagoons with pristine beaches generate the perfect posts of visual luxury with thousands of instant likes and millions of followers.
Compared to all other social media channels, Instagram accounts for the most user engagement as per industry benchmark reports.
The symbiotic and proportional relationship shared by the food and travel industry with Instagram traffic gets evident with the high volume and value of user generation and engagement. The numbers are expected only to increase in the coming days.
Tags: Advertising, Food and travel, Instagram, Instagrammers, Tourism