632TikTok has become a social media platform that global brands cannot ignore, especially in the travel industry. Brands can naturally showcase the unique features of destinations and attract potential travelers through interaction. This direct engagement with users allows travel brands to reach a global audience through authentic scenarios.
Why is TikTok suitable for travel brands?
Currently, TikTok has over 1 billion active users, and the time users spend on the platform each day is equivalent to watching a movie. Data shows that 52% of users discover new products through TikTok videos, and 77% get travel inspiration from the platform. This strong user engagement and consumption drive make TikTok an unmissable marketing channel for travel brands.
Key Points:
High user stickiness: Users spend a lot of time on TikTok and have high engagement.
Strong interactivity: 91% of users take action after seeing TikTok content.
Image source: TikTok Travel Marketing Report
Based on these powerful platform features, travel brands can fully create viral marketing campaigns through precise content strategies. Below, TuKe will share specific approaches.
Authentic and scenario-based content to capture users' attention
On TikTok, content is crucial. Travel brands need to establish emotional connections with users through authentic and interesting scenario displays, rather than simply selling. Traditional travel ads are often too perfect, making users feel they are not real. In contrast, TikTok users prefer to see genuine travel experiences—whether it's a beautiful sunset or small mishaps during a trip.
Approach Suggestions:
Show authentic scenarios: Users like to see not only the scenery but also various small details during the journey. Show local culture, food, and interactions between people and nature to evoke more resonance.
Add contextual stories: For example, showcase an adventure journey from the first-person perspective of a traveler, or present small stories encountered during the trip through short videos to make the content more attractive.
Image source: TikTok
Collaborate with creators to expand brand influence
TikTok's creator ecosystem provides brands with huge promotional opportunities. By collaborating with travel bloggers and local creators, brands can more effectively reach their target audience and amplify brand voice through the influence of creators.
Approach Suggestions:
Choose the right creators: Work with influential local creators to showcase the unique features of travel destinations, which is more persuasive than the brand promoting itself.
Launch interactive challenges: For example, encourage users to share their own travel experiences and collaborate with creators to launch related topics or challenges to increase user engagement.
Image source: TikTok
Make good use of creative content and harness the power of short videos
TikTok's short video format requires brands to capture users' attention and deliver effective information in a short time. Travel brands can quickly showcase destination highlights through creative short videos and inspire users' desire to travel.
Approach Suggestions:
Keep videos concise and intuitive: It is recommended to keep video length between 21-34 seconds, quickly showcasing unique experiences at the destination, such as food, attractions, activities, etc.
Use music and special effects: TikTok's music and special effects are important tools for attracting users. Combine music rhythm and visual effects to make travel content more appealing.
Make good use of "vertical full-screen" display: Utilize the 9:16 vertical full-screen display to increase immersion, making users feel as if they are in the video scene.
For example, SunExpress Airlines once used TikTok bidding to launch a video ad showcasing beautiful moments during travel. The video not only demonstrated the convenience and fun of flying but also reinforced users' brand awareness through creative expression.
In a short period of time, the ad achieved33 million exposures and successfully attracted120,000 official website visits.
Image source: TikTok Travel Marketing Report
Strengthen user interaction: the role of communities and comment sections
On TikTok, users are not only viewers of content but also creators. Travel brands can enhance their connection with users through interactive topics and replying to comments.
For example, initiate discussions like "Do you prefer the window or aisle seat when flying?" to attract users to interact in the comment section. Through user-generated content and feedback, brands can continuously gain more authentic exposure and word-of-mouth promotion.
Approach Suggestions:
Encourage user comments: Ask interesting questions or controversial topics to attract users to participate in discussions.
Respond to users: Increase interaction frequency and brand affinity by replying to comments or recreating user-generated content.
Image source: TikTok Travel Marketing Report
Conclusion
For travel brand marketing on TikTok, the key lies in authenticity, interactivity, and creativity of content. Through collaboration with creators, scenario-based displays, and clever advertising, brands can stand out in a highly competitive market.
Future travel brand marketing will no longer rely solely on traditional media. TikTok provides brands with a new platform for display and user connection, allowing more people to find travel inspiration from short videos and ultimately take action.
