Is Pinterest effective for selling tours and experiences?

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Social media has become an essential component of marketing your business or product. Statistics show that the average social media user spends around 2 hours daily online. This is valuable to any company that wants to advertise on social media. In addition, many companies will use multiple platforms to broaden their audience and increase their sales chances.

But does it really work? Will your sales increase? For some industries, it’s a no-brainer, but for travel and tourism, is social media a necessity or a second thought?

The ability to sell your tours based on visual campaigns is a fantastic advancement in marketing. You can live stream directly from your tour and give your potential customers a taste of what they are missing. Videography is a great way to demonstrate your tour, and there are areas of social media where you should focus your time, depending on your target customer.

If you still need convincing, read our 5 Reasons to Prioritise Social Media Engagement for Your Tour business.

Pinterest was one of the first social media-style platforms to have kept its presence in the digital world. However, it may not be the first that comes to mind when you think about promoting your tour online.

In this article, I will dive into the pros and cons of using various social media platforms to promote your tours, focusing on the quiet but consistent platform that is Pinterest.


Should I be using social media to promote my tours?

The first question I would ask is, who is your target audience? For example, if you are selling tours to people who are unlikely to use social media, the answer is a solid no; however, if your target audience is younger generations, then 100% yes!

We often think we must be present across all social media platforms, but this isn’t always the case. It is better to focus your time and apply the quality over quantity mindset when choosing which social media platform to use. You want to use the platforms where you will find your target audience.

Generally, Pinterest is used by people who like to plan and have every detail considered. The most popular age range of users on Pinterest is generally women aged between their early 20s – mid-30s, so if your target audience falls into this category, it might be worth a try. It is also a little dependent on your type of tour. For example, if you are looking for spontaneous adventurers, you might not find them on Pinterest. However, if you sell highly detailed and well-planned luxury tours or unique destination-focused tours, this might be a great place for you to find some new customers.


Benefits of using Pinterest

Pinterest is probably not the first social media platform that comes to mind when you think about promoting your product. However, it can be an advantageous platform to grow your customer base and sell tours.

A significantly overlooked aspect of Pinterest is that the platform reflects your future desires, dreams, and aspirations. So while Pinterest is similar to Instagram in that it mirrors a person’s current mood, it is also used as a mood board for dreams and planning.

This unique quality is seen less on other social media platforms. This is a huge benefit to selling your tours. Potential customers use Pinterest to create boards and dream of what might come, so advertising your tours will fit nicely on this visual ‘wish list’.

This could also be interpreted as a con to using Pinterest, as you likely will not have an instant sale. But according to a survey by Hootsuite about travel companies on Pinterest, around 93% of users create boards on Pinterest to ‘Plan Purchases’. This means they are looking for products to buy. For example, a customer will use Pinterest to create a board of, say, sabbatical ideas or honeymoon destinations and use it as their ‘mood board’ to plan their big trip. Another statistic from the survey showed that 87% of the users interviewed purchased a product because of Pinterest. This means that you are highly likely to drive more traffic to your website by using Pinterest, providing your tour suits the needs of the Pinterest user.

Essentially it is used for digital bookmarking and pinning future purchases. The benefit of the ‘pin’ concept is that a post will have more longevity for marketing, unlike other social media platforms where a reel, post, or story is time-based and will eventually disappear or be pushed to the bottom of the feed.


How to get the most out of your Pins and Boards

For your posts to thrive and to get people booking your tours, it is essential to use high-quality images that make the viewer say, ‘Wow, I want to go there’. Grabbing their attention and making them want to visit the destination is vital. You can even use short videos on Pinterest to grab the audience’s attention.

Another top tip is ensuring your boards are well organised and easily searchable. Using simple titles and keywords is essential. For example, if you offer a ‘Food Walking Tour in Amsterdam, use this as the main title.

If you offer multiple tours with the same theme, you can create boards where tours of the same category can be placed. Why not look at some of the most well-known industry leaders and see how they share their tours?

Other Social Media Platforms that lend themselves well to tour companies

As you have probably guessed, Instagram and TikTok are two of the biggest social media platforms for tour operators. This is where the next generation spends a lot of time, and these are the platforms to share your eye-catching, jaw-dropping clips to promote your tour.

TikTok

TikTok has exploded in recent years, and you will find that the younger generations are all over it. A benefit of using TikTok is that it only takes one of your videos to go viral, and your travel brand will be seen globally. TikTok is a fast-paced platform that often showcases ‘throw away’ content as trends change rapidly, which highly influences the algorithms.

Showing eye-catching elements of your tours, working with content creators, and getting content out there will help get your name out there. But perhaps it is the joy of sharing knowledge with guests who would otherwise not have known the secrets of a place. David of The London Spy has done just that, and taken it a step further by finding success on TikTok.

Global Convoy set up a TikTok in the new year, with around 15% of new customers discovering Global Convoy on TikTok. TikTok is an excellent platform for adventure travel tours to show authenticity and post organic content. Not all moments on our tours are picturesque, and we have found that TikTok is a great place to show these elements as Instagram can be quite demanding for that ‘beautiful’.

Are you thinking about creating a TikTok account to generate a following? Here are 16 ways to leverage TikTok for your tour business.

Instagram

Instagram is an excellent way to show the picturesque sides of your tours and grab your audience’s attention. Like Pinterest, Instagram’s visuals are made primarily of photos, but reels are becoming a popular addition to a profile.

Instagram is an excellent platform for collaborating and sharing your tours. For example, if you were to invite an influencer on one of your tours as a press trip with the right target audience, you could find your tours booked up almost instantly.

In a sense, Instagram is almost like a portfolio, showing snippets of what you have to offer.

So You Want to Market Your Tour on Social Media, where to start?

Is Pinterest right for me?

Overall, it depends on many factors. Pinterest can be a very effective way to captivate and expand your audience; however, it can be time-consuming. Creating pins and curating boards takes time, and the payoff may not be instant. However, if you are successful, you will set yourself up for a long-term customer base.

Pinterest won’t push your ‘old’ posts and pins to the bottom of searches. They will remain in the eye of the searcher, so your work won’t get pushed to the bottom of feeds or hidden by current trends. Why not look at some of your competitors or idols in the industry and see what socials they are on? This could be a great way of analysing whether Pinterest or social media, in general, is a benefit for your tour company.

Pinterest could be a great marketing tool if your target audience is 20-30-year-old women. On the other hand, if your target audience is younger, then perhaps consider using TikTok to get your brand out there.

There is an expectation to appear on at least one social media platform, so do some research into your audience and invest your time in the platform that suits your tours.

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