Whether you’re an established or emerging brand, tour operator or hotel chain, you need to keep up and know what your customers prefer regarding social media. We found an interesting selection of trends on www.semrush.com, that are relevant in the travel market.

1. Instagram is growing in popularity

It’s all about the power of visual storytelling. Instagram will continue to be the travel marketer’s Holy Grail as we further our way into 2017. At the moment, user engagement on the platform is around 10 times higher than Facebook and over 50 times higher than Twitter, according to Digital Trip.

2. Using your imagination

Useful articles and emotional posts appeal to the reader, but it might be that consumers are saturated with these posts, so in 2017 creativity and inspiration are 2 great ideas.

Semrush stated that low-key images that simply show something beautiful, like a deserted beach or colorful fiesta are set to become ever more popular. The travel marketer must concentrate on imagery and sentiment to give their social media strategy a post-modern twist.

In the same vein, regular, standard-structure posts are going to lose out to more informal approaches. Social media is inherently casual but burgeoning platforms like Snapchat and Facebook Live require travel brands to engage in relaxed storytelling. Up to the minute footage from exotic destinations is likely to trump more rigid posting habits.

3. Video will dominate Facebook

Digital Trip published that Facebook has predicted that within five years, video will dominate news feeds, with regular posts that simply feature text and image falling by the wayside. Again Facebook Live has a lot to do with this, but so does the introduction of video ads.

Facebook is by far the largest social media network, so it pays to follow the company’s advice when it comes to developments in the industry. For travel marketers, it’s time to invest much more time and energy into creating appealing video content. Whether this means taking on a production team is a choice that only budget can determine, but if you want to sell travel products and services, the public will want to see them in action.

4. Artificial Intelligence is more and more popular

Experts predict that the use of AI in social media strategies will accelerate in 2017 (Digital Trip).

Just a few days ago our colleague Ulrike has already seen this in action in a Vilnius museum, the Centre for Civil Education, where she had an electronic tour guide through an Ipad and she was lead by the programme to explore the museum. And this is indeed just one way that AI could have a real impact.

5. Twitter will continue its downward spiral

2016 was a terrible year for Twitter, and sadly for the platform, things aren’t looking great for 2017, reported Forbes. The quick, fast-paced nature of Twitter has lost its appeal. Instead, users want to see more in-depth, substantial posts. Unless Twitter improves their algorithms and relevance of news, they might be losing some of their popularity.

For travel marketers, this isn’t such a bad thing. The nature of the tourism industry allows for long form content. Exciting imagery, adventure, and wanderlust can easily drive a more detailed social media strategy. Other brands that have built their identities on Twitter’s quick-witted insights might struggle.

But, while Twitter withered, another social media Goliath is taking its place. Snapchat is growing at an incredible rate. No longer is it just a means of sharing disposable content. The platform has embraced video streaming developed a space for brands to tell up to the minute stories and even run campaigns. With more technological advances expected from the platform during 2017, Snapchat is the one to watch.