Instagram has a huge influence on the purchasing decisions of its users. According to reports, 75% of people say that they have bought clothes or beauty products based on something they’ve seen on Instagram.
It’s not just a case of ‘see it, want it’ either. It seems people are also making decisions based on whether or not what they’re buying is worth posting on the platform themselves – most significantly when it comes to travel. One survey found that more than 40% of people under 33 prioritise ‘Instagrammability’ when choosing a holiday destination; twice the amount of people who prioritise the cost and availability of alcohol. While the survey is rather limited, it still suggests that Instagram is front-of-mind for many holiday-goers.
So, it’s unsurprising that travel brands want a slice of the Instagram effect. In recent times, we’ve seen brands take direct inspiration from the platform itself, as well as find new ways to incorporate its functionality into their own marketing tools and campaigns. Here’s just a few examples.