Luxury Travel, Lifestyle and Marketing Trends

Instagram and ROI

instagram

Instagram has over 300 million users, about the same as Twitter, give or take a few million. Instagram marketing is the new darling of social media, in the news for its impact (or lack of) on sales of art, beauty and fashion products.  All about images, it certainly lends itself to travel and hotels. The question being asked is how effective is it in branding and sales?

I use both to promote my personal blog, www.miamicurated.com  on food, fashion and culture (and some travel) in Miami, though am newer to Instagram.  Twitter has been one of the top drivers of traffic to the blog, but the jury is still out on Instagram.  Its effectiveness in driving traffic to a blog or website was a subject of discussion in one of the travel blogger forums. I asked one  of the members who amassed 5000 followers about the benefits and her answer is that conversions to subscribers or increasing blog visitors is minimal.

So what’s the benefit? Here are recent excerpts from an excellent article in Digiday where beauty and fashion brands, among the top users and boosters, are quoted as saying they are betting their social marketing dollars and resources on Instagram over any other platform. 98 percent of L2’s top fashion brands are on Instagram as of this month, and 95 percent of beauty brands are on the platform — up from 75 percent and 78 percent in October 2013.

For beauty and fashion brands, engagement and interactions are higher on Instagram compared to any other platform. As of the second quarter of the year, of the 67 top fashion brands on social media, engagement is up 77 percent, while frequency of posting has shot up from just over 8 posts a week to 10 posts a week.

While Facebook still attracts the lion’s share of paid advertising (82 percent of marketers surveyed by Forrester say they currently pay for ads on the site), brands are increasingly flocking to Instagram. About 46 percent of brands say they do or plan to pay money to get on Instagram in the next 12 months — the highest rate of growth compared with other platforms.

High-end fashion brands are among the prolific on Instagram. For example, Christian Louboutin in January launched #louboutinworld, a photo gallery displayed on its homepage that goes directly to its Instagram page. Its followers there have grown 80 percent in the last year, while Facebook likes have grown only 8 percent.

What about a direct path to purchase? While Instagram introduced clickable ads via its “carousel” platform back in March, brands are hoping that a more direct path to purchase (a “shop now” button, or a click to buy capability) will eventually be introduced. But until then, Instagram still makes more sense for brands that want engagement and inspiration.

Bottom line: wait and see.

A Brilliant Promotion: Miami Beach

kwe blog miami beach promotion

 

An ideal promotion that’s a homerun has several elements:

  • It enables consumer sampling
  • It’s a public service
  • The appeal is to all ages and demographics
  • It’s low cost or no cost and is self sustaining

And so, one of the best promotions I’ve heard about of late is between Miami Beach tourism, the Mount Sinai Medical Center and Destination Brands.

The proposition: 50 dispensers to distribute sunscreen lotion will be installed at different Miami Beach public pools, parks and beach access points near lifeguard stands. The sunscreen is free for anyone visiting the beach. The specific brand is MB Miami Beach SPF  30 Triple Aciton Sea Kelp lotion. This Miami Beach brand of lotion was launched last year by Destination Brands to capitalize on the Beach’s brand and tie in with the city’s Centennial celebration this year. The product, part of a line, is also sold in retail shops in Miami Beach and  in some markets abroad.

Mount Sinai invested $25,000 to fund the dispensers. Destination Brands funds the sunscreen through revenues from the MB lotion sales.

The Beach gests a percentage of the sales revenue from this year.  “It’s an opportunity for us to increase our brand awareness and generate some revenue,” said Max Sklar, director of the Beach’s tourism, culture and economic development in an article in the Miami Herald.

Sounds like a win-win-win for everyone.

 

Photo courtesy of miamiherald.com