The Journal

Introduction:

In the dynamic realm of social media, staying ahead of the curve is crucial for the success of outdoor and adventure travel brands. We recently had a workshop with all of our outdoor experts at Heliconia, and we looked at some of the biggest trends that we saw from 2023, and what we can do to prepare our social media strategies for 2024.

This workshop has been an annual virtual event with Heliconia’s experts and digital team, and it has been instrumental in discussing key learnings, plans, and content creation for the next several months. Let's take a closer look at the accomplishments of the Heliconia network in 2023 and the valuable lessons learned.

Our Top Performing Posts:

1. https://www.facebook.com/555138226643559/posts/563878062436242 

2. https://www.facebook.com/555138226643559/posts/565393592284689 

3. https://www.instagram.com/reel/CnzRYZvjHOF/ 

4. https://www.instagram.com/reel/Co2mPBuuIVg/ 

5. https://www.instagram.com/reel/CoaLvMTA8US/ 

What did we learn from our top performing posts?

Diversify Content: Comedy and collaborations with partners are effective when you want high reach and engagement on your posts. Reels continue to dominate on Instagram, and our collaborations on several reels were very successful for our hosts and partners.

Audience-Centric Approach: In 2023, we learned that perfectly curating content based on your audience’s preferences is one of the best things that you can do to increase your engagement rate and reach. This means that making sure that you are taking a look at your audience’s demographics (age, gender and location) is more important than ever. 

Tip: Ensure that you are researching your audience’s content preferences based on their demographics.

Platform Experimentation: In 2023, Heliconia embraced TikTok, recognizing its potential for reaching a younger demographic. While some platforms might work better for your brand than others, it never hurts to experiment with ones that you initially thought might not work. Your brand doesn’t have to be on every single social media platform out there, but it should be on the ones that fit your target audience’s preferences!

Social Media Trends to look for in 2024:

The Rise of Social Media Search Engines:
Platforms are becoming primary search engines, challenging traditional search engines like Google. Instagram shifts focus to SEO (search engine optimization) in captions, reducing reliance on hashtags. Tip: try not to include more than 5 hashtags per post on Instagram.

Longer Videos are Back:
Social media users are turning to platforms for in-depth content; longer videos (2-5 minutes) are said to gain popularity again this year. TikTok has increased video length to 10 minutes, which is a great opportunity for brands that want to post longer, in-depth videos.

Shares Trump Likes and Comments:
Shares are holding more value than likes, comments, or followers. This is due to the fact that many brands have purchased likes, comments and followers on social media, but you cannot buy shares. Content creators are encouraged to prompt sharing with engaging posts. Example: https://www.instagram.com/reel/CzCIcpbJJ-f/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== 

Embrace Photo Dumps:
Carousel posts are more preferable to the Instagram algorithm as opposed to singular posts. Attach trending audio to increase reach on your carousel posts.

Authenticity is Key:
Users are prioritizing authenticity over curated perfection. Behind-the-scenes moments and acknowledging imperfections build genuine connections with your audience.

Looking Ahead to 2024:

As we navigate the ever-evolving social media landscape, it's clear that authenticity, diversified content, and a keen understanding of emerging trends are paramount. By embracing the insights gained from the Heliconia Digital Team, outdoor and adventure travel brands can navigate the digital realm successfully, fostering genuine connections and staying at the forefront of the social media revolution.