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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 2 CONTENT Since the travel and tourism industry is heavily relied on word of mouth and pictures of destinations, social media plays an important role in the marketing efforts (Xiang & Gretzel, 2010). Instagram has the highest engagement level in almost every industry according to TrackMaven (2016). It may not be the biggest social media platform, but it is the most engaging and the fastest growing social media platform in almost every industry (Allen, 2016). The average engagement rate on Instagram is 4.21% while the average engagement rate on Facebook is as low as 0.7% (Elliot, 2015). A reason for the high engagement rate, according to Smilansky (2015), is that consumers are more likely to engage with image-based content than with text-based content. Instagram is also the best social media platform when it comes to reaching out to consumers. Almost 55% of the users on Instagram say that they are following their favourite brands, and 44% of the users use Instagram when looking for information about products or services (Mander, 2015). Instagram can definitely be seen as a success story, and two other reasons for its popularity can be traced back the increase usage of smartphones and its’ user friendliness (Montenegro, 20016; Lunden, 2014). Since the tourism industry is one of the most competitive industries (McEleny, 2016), it is crucial for companies to being present where the customers are (Jashi, 2013; Gruen, Osmonbekov, & Czaplewski, 2006). More companies in the travel industry are using Instagram as a marketing channel and according to Hospitality Net (2016), Instagram is one of the top-five marketing channels in the travel industry. There are several reason why companies in the travel industry should implement Instagram in their marketing mix. According to DeMers (2015), Instagram drives up sales and creates engagement. One can suggest, that Instagram, is the best way to create engagement and relationship to firm’s consumers (TrackMaven, 2016; Smilansky, 2015; Hutchinson, 2015). These findings show that Instagram is a perfect tool for businesses trying to reach out to potential consumers and create engagement in forms of likes and comments, since pictures creates more engagement than plain text (Smilansky, 2015). Yet, knowing what kind of content to post can be difficult since different posts can achieve different engagement rates. Creating social media sites is not hard, yet many companies struggle with creating the right content for it’s customers (Schultz & Peltier, 2013). Pictures are often more engaging than text to much text can harm the attention to a consumer Sabate, Berbegal-Mirabent, Cañabate, and Lebherz (2014).PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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