The journey from being inspired by content on platforms like Instagram or TikTok to actually making a travel booking can often be protracted and indirect. Travel brands have noted that measuring the impact of such inspiration involves assessing “incrementality” rather than relying solely on direct clicks or immediate actions.
Assessing the Impact of Video Content
Diana Lucas, Meta’s North American director of marketing science, highlights that focusing only on click-based metrics overlooks much of the influence of video content. She points out that 60% of content on Instagram and Facebook consists of videos, yet standard attribution methods fail to capture the true extent of their impact.
To effectively gauge how such content fuels consumer decisions, travel brands need to consider long-term and less direct measures of engagement that go beyond immediate bookings.
Reporting based on coverage first published by skift.com.