I received many positive feedbacks about my TOP 10 golf travel blogs‘ list that I published in August. So I thought to analyze another social media platform, the Instagram, and who are the most successful golf travel instagramers.
The travel industry has rightly recognized the potential of Instagram as a tool of promotion. There is nothing surprising in this as Instagram had 700+ million active users (46% = 25-44 age group; 15% = 50+ age group) in September 2017. In the very same month, it was the #7 most popular social media platform in the world.
The competitor Pinterest (“only” 200 million active users: 85% are women) was not in the TOP 10 most popular social media platforms’ list.
As the visual content is a crucial element of a golf clubs’ and resorts’ marketing strategy, Instagram provides unique opportunities to present themselves.
What can golf travel instagramers do for a golf resort or club?
Just like in Facebook communication, many golf resorts and golf clubs think if they post eye-catching, lifestyle photos people will most likely to join their community and get engaged with their content.
On the contrary, if such contents are dominating your Facebook page or Instagram page, then you’ve got very good chances that you WILL NOT be able to get into conversations with your fans and prospects. Although this is the point in social media marketing.
There is no more B2B or B2C – just P2P / H2H
However, what golf travelers and regular golfers want to get is not brand messages, but insights and recommendations from people like them. Our task is to explore creative approaches to earn attention and build relationships. I know you will not like what I will tell you now, but influence and relationship building takes time!
To be able to achieve sustainable, high-quality revenue growth you have to earn the trust of customers. This is why it is important to invest in influencer marketing, but also in service personalization.
You have to invest time and valuable resources to build credibility and trust with influencers (e.g. golf travel blogger, golf travel instagramers etc.). There is NO SHORTCUT for getting there!!!!
On Wednesday I wrote regarding the promotion of the Abu Dhabi HSBC Golf Championship that the organizers should change to “always-on” engagement from campaign-based communication.
The “always-on” engagement involves long-term collaboration. In case of golf travel instagramers (but also true for other types of influencers), if you help them to create the most attractive photos and videos then you are actually improving your influencer marketing program’s efficiency.
Such authentic content will gain much more attention and engagement, but face-to-face and word-of-mouth advocacy as well.
I believe that a well-designed influencer marketing program can help your golf resort and golf club to:
- Improve brand advocacy,
- Expand brand awareness,
- Reach new targeted audiences,
- Increase share of voice,
- Improve sales conversion.
When you look for a golf travel instagramer or even a golf travel blogger, don’t think for a moment that the most important criterion is the number of followers. Yes, it is important to be able to reach more people. However, I would also consider the person as well and his/her personality and values + the community.
The composition of the golf travel instagramer’s or golf travel blogger’s community is crucial since you want to reach the most relevant audiences. Such communities are rich with the exchange of mutual value and social capital.
My TOP 7 golf travel instagramers
I must admit that it was not so simple to find the most useful and relevant golf travel instagramers. There are many golf tourists who take pictures (including selfies) during his golf holiday, but very few of them can be considered as golf travel instagramers.
When I composed this list my KPIs were:
- Size of community/followers (see: Reach)
- Engagement: average number of likes and number of comments
- The focus of his/her Instagram account.
- Content types: photo, video etc.
All of the selected seven golf travel instagramers are using photos and videos to share their stories with us. It was interesting to find that many of them are professional photographers.
They are my TOP 7 golf travel instagramers:
- Patrick Koenig (@pjkoenig)
- Channing Benjamin (@channingbenjaminphotography)
- Matt Ginella (@matt_ginella; Golf Channel’s Morning Drive)
- Ashley Mayo (@ashleykmayo; Golf Digest)
- Jacob Sjöman (@sjomanart)
- Shane Bacon (@shanebacon)
- Evan Schiller (@evan_schiller_photography)
Who are your favorite golf travel instagramers? Can you recommend any golf travel instagramers for future influencer marketing programs?