As a growing share of the world's population connects to the Internet, the use of social networks continues to increase each year.
According to the latest statistics from the US agency "We are social" 3.8 billion people worldwide are currently active on social networks. But ask any hotel marketing manager, and he will tell you: It is not so easy to get past, present and potential guests to interact with the hotel.
So let's take a look at some of the most important social platforms today, and why create sponsored content on any of them.
Although in decline in recent years, mainly due to serious confidentiality issues. Perhaps that's why Facebook doesn't seem to be reaching today's teens - the fastest growing age group on the site right now is 65 and older.
Remember that you have to be where your customers are - and it's safe to say that with 2.45 billion active users per month, most customers are still on Facebook.
After Facebook, Instagram is the second most used social networking site on a daily basis. A study by Pew Research found that 6 out of 10 Instagram users log on at least once a day, and 21% at least once a week. Users also spend an average of 53 minutes a day scrolling through the application.
That's a lot of time spent on Instagram... But it's not just about untimely scrolling and funny memes. Instagram has proven to be a powerful discovery platform in the early stages of a prospect's buying journey:
83% of Instagram users discover new products and services on the platform.
81% of Instagram users say they are actively seeking new products or services.
80% of Instagram users report that the application helps them make purchasing decisions.
It is therefore interesting to make "paid" advertising campaigns on these two platforms, quite simply, because this is where your customers spend the most time.
You can offer them visual and graphic content to seduce them and you can build custom links and create a community much more easily than through search engines, hotel sites or blogs for example.
There are of course other platforms, but the vast majority of your prospects are surely on one of these two social networks. It is therefore interesting to make "paid" advertising campaigns on these two platforms, quite simply, because that's where your customers spend the most time.