Travel Monthly Round-Up: October

The Value of UGC in 2021

In a pre-pandemic world, October would mean the start of mapping out destination marketing strategies and planning for the new year. This year obviously looks a lot different.

For destination marketing organizations planning for 2021, it’s important to be fluid and strategic about planning. Recently, we attended a webinar presentation from our partner CrowdRiff, and learned how valuable user-generated content (UGC) will be for destinations next year. 

How can UGC benefit your destination in 2021?

UGC in Digital Advertising

As we know, digital advertising is a very effective method to reach potential travelers, and will continue to be an integral part of marketing campaigns next year. UGC can be used and changed periodically in digital advertising efforts to keep content up-to-date, and authentic. For example, Downtown Knoxville used UGC in its digital advertising recently to inform its audience of curbside pickup and takeout. Downtown Knoxville had no photography budget for 2020, but using UGC was an affordable and useful way to update content in its ads during the pandemic. The images used in this campaign, in particular, had higher engagement compared to other campaigns.

UGC in Social Media Management

As we’ve discussed before in our blog, UGC is one of the most useful tools to utilize in social media management for destination marketing. Since the pandemic, it’s proven to be an important asset to documenting the constant change through COVID-19. Some destinations, such as Visit Norfolk, have used UGC to hold mask-wearing photo contests, and encouraged users to post selfies or photos of themselves in masks at attractions in the destination. Visit Norfolk has created a library of images to use showing this new cultural norm to potential visitors.

UGC on Websites 

A destination’s website, aside from its social media, is the first place that a traveler gets an inside look at a destination. UGC helps to enhance that by showing authentic experiences. CrowdRiff offers the ability to integrate UGC through third-party galleries on websites. These galleries have been very helpful to our own clients in keeping website traffic steady during trying times. For example, Millbrook Vineyards and Winery had above average engagement and clicks on their gallery call-to-actions (CTAs) shortly after launching their homepage gallery. Using UGC on websites for 2021 will definitely be helpful in keeping that momentum going.

UGC in Marketing Collateral

One of the most beneficial points of using a platform like CrowdRiff for destination marketing is obtaining a library of photos that can be used in many creative marketing materials. We’ve done this for the Destination Marketing Corporation for Otsego County (DMCOC), using the imagery in its travel guide. Other destinations, such as Visit Norfolk, have worked with Instagram users to obtain rights to images to use on a wall art in their visitor’s center. 

Considering there’s still so much uncertainty around 2021, it’s likely that your budget for new photography will be affected. UGC is a great solution to collecting new images.

2021 is just around the corner, so it’s time to plan ahead. Consider subscribing to our newsletter and scrolling through our blog for new marketing ideas and strategies to help you plan for the future. 

By Bethany, Social Media & Public Relations Strategist | October 22, 2020