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BizReport : Social Marketing : December 06, 2014


Boost engagement by sharing travel-related posts on social media

Want to boost social media engagement? Try posting something travel-related because, according to new research from ShareThis, such content generates 40% more click-backs than any other type of share.

by Helen Leggatt

ShareThis's consumer sharing behavior report, which analyzed data collated from 52 million unique users registering more than 1.9 social signals, found that each travel share generates 18 click-backs - 40% more than other types of shares.

Furthermore, 10% of social media users share travel-related content and 19% of those who are in the process of planning travel share travel-related content.

While most travel-related social sharing takes place on Facebook and Twitter, the study reveals that users are most engaged with travel content on Pinterest, Blogger and email when in the throes of travel planning. Users still prefer to use a desktop computer for travel research, while smartphones are the preferred device for sharing.

Travel content sharing also skews younger with slightly more than a third of travel content sharing on social and email coming from users aged between 18 and 35, compared with 22% of general content sharing for this age group. Women are also more likely to share travel content than men, representing 71% of travel-related content sharing.

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"Travel is an expensive and time-consuming activity with a lot of variables and touch points, so we often tend to lean on other people's past experiences and recommendations when making travel plans," said Kurt Abrahamson, CEO at ShareThis. "Understanding where and when these conversations are taking place is extremely valuable for brands when trying to reach consumers on their path to purchase."






Image via Shutterstock

Tags: social media, social sharing, travel








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