Meta Advertising is nothing new. Facebook has largely been seen a a "pay to play" platform for many years. Facebook continues to be a pivotal platform for reaching potential travelers and as such is a powerful tool for Destination Marketers.
We run Facebook Ads for numerous travel and tourism brands, so we wanted to explore the emerging trends and the what we think the future of Facebook Ads in this dynamic sector looks like.
Emerging Trends in Facebook Advertising
Ugly Video Content
Video ads the still the most engaging format on Facebook, however of late there has been a shift towards less polished video content, and more "ugly", authentic content. Whilst there's still a place for polished, professional hero videos in the advertising funnel, people are connecting more and more with authentic, rough and ready type content. The types of videos you'd normally see organically in your feed are starting to dominate the ads space too. Try to utilise this trend with face to camera video, UGC of people in destination, reviews and people actually experiencing the destination first hand. There's a great video about ugly ads here.
AI and Machine Learning Enhancements
Facebook is increasingly integrating AI to refine ad targeting and content delivery. For destination marketers, this means more personalized ad experiences for potential tourists, based on their preferences and previous interactions. However please DO NOT blindly say yes to every suggestion Meta gives you. Whilst the AI text options might help give you ideas for text alternatives and the Advantage+ audience targeting might help you to reach more relevant people, step away from the automatic creative enhancements and the automatic placements. These both skew your content which means you're no longer in control of your brand.
Showcase Local Influencers as Tour Guides
Bring some local flavour to your ads! People want to see real people having real experiences. Either recruit talent to be the face of your brand, or partner with local influencers who can act as virtual tour guides. Have them create short, engaging videos highlighting the best spots, secret locations, and must-try experiences in your destination. Their authentic, relatable content will resonate with their followers and attract a new audience to your destination. It’s like getting a personal recommendation from a friend!
Augmented Reality Ads: Augmented Reality is transforming how destinations can interact with potential visitors. Imagine pointing your smartphone at a Facebook ad and seeing a 3D model of a tourist landmark or virtual walkthroughs of a resort. AR ads can significantly boost engagement by offering a tactile glimpse into what visitors can expect. Check out this amazing AR Campaign from the Singapore Tourism Board for some inspiration.
Increased Use of Chatbots
Automated responses and chatbots in Facebook Messenger can provide real-time assistance to potential tourists, answering queries about travel details, booking assistance, and more. However, if you're going to commit to this strategy, it needs to be professional, high quality and always on. If you're telling people they can connect and chat with you via this means, you need the experience to be fantastic. We've all had a chat with a bad bot and it's infuriating to say the least.
Adapting to Consumer Expectations
In a post-COVID world, travellers are becoming more environmentally conscious, destinations should highlight their sustainable practices and conservation efforts in their ads. Showcase what makes you unique and thoughtful. Advertising is a way to demonstrate what your destination stands for and what they can expect to experience if they visit. This goes for diversity and inclusion too.
The future of Facebook ads in destination marketing is rich with potential and ever changing. By adopting these innovative strategies and technologies, destinations can help to create more engaging, informative, and personalised campaigns that not only attract visitors but also offer them a preview of the enriching experiences awaiting them.
Time to upskill in Facebook Ads?
Want to know more about Facebook Ads? Check out our upcoming Meta Ads Mastery workshops in Perth. These hands-on, small group training sessions are the perfect way to supercharge your Facebook Ads strategy!
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