Guide to Authentic Storytelling in Tourism: Lessons from a Social Media Strategist

Written By Analisa Shah

Learn How Authenticity is the New Luxury in Travel Content

 



So we all remember when tourism inspiration was all about picture-perfect couples sipping cocktails by the pool? Maybe that was inspirational in 2018 when skinny tea and fad diets were on the rise, but now in a post-COVID world. Yeah, that doesn't cut it anymore.

Here's why:

  1. It's fake AF, and we can all see right through it.

  2. It doesn't tell a story that real people can connect with.

1. Know Your Audience (Like, Really Know Them)

Before you start creating content, you need to understand who you're talking to. And I don't mean just their age and location. Create detailed personas that include things like favorite travel influencers, most-used social media platforms and travel aspirations. Use social listening tools, like Sprout Social, to stay on top of what your audience is actually talking about.

2. User-Generated Content is Your BFF

There's no better way to show authentic experiences than through the eyes of real travelers. As Experience Scottsdale’s full-time social media manager, we've made UGC a cornerstone of our strategy and continue to rely heavy on this type of content. I will caution when resharing content that you always credit the ORIGINAL photographer. I often see many times hotels, resorts, small businesses will reshare my posts that are UGC photos (and clearly state so with a credit tag) and don’t give credit to the original owner of the photos. It’s not a good look and it makes content creators and your community less likely to let you resuse their content if you don’t take the time to find the actual source, especially when they are credited in the post.




Analisa Shah