6 Tactics to Optimize Photo and Video Content on Social Media

Visual content, such as photos and videos, drives engagement on social media platforms like Instagram, TikTok, and YouTube. Skift reports that 57% of Gen Z and Millennial travelers turn to social media for their planning. Destinations, therefore, need to ensure a cohesive and strategic use of visual content on their own platforms.

Authentic content that boosts brand awareness requires effort, but there are various ways to achieve success. Whether it’s user-generated content (UGC) or professionally produced visuals, there is plenty of nuance to learn. These six tactics will set your destination up for success as you begin to rethink your destination marketing’s visual content.

1. Leverage UGC for Authentic Engagement

Travelers trust content from other travelers. Being able to picture oneself in a destination before visiting helps create a more authentic engagement.

DMOs, hotels, and attractions can repurpose UGC by monitoring their own tags and those of partners, geolocations and destination hashtags. Always ask for permission and secure rights from the owner before using UGC (made easy with tools like CrowdRiff), and give credit when using. Also consider expanding the rights when asking permission so that you can use UGC in all marketing materials, not just organic social media.

2. Embrace Short-Form Video Content

Short-form, vertical videos that clock in under 60 seconds drive the highest engagement on Instagram Reels, TikTok, and YouTube Shorts. Let’s face it—few people are watching longer promotional content.

Create a POV travel experience that follows a day in your destination for effective short-form content. Leverage behind-the-scenes footage of local attractions or businesses, or simply offer top travel tips for your region. This approach can serve a host of niche audiences, helping create an array of visual content for your destination marketing. A little trending audio—within platform limitations for brands—can help capture additional attention.

If you’re struggling to get started, follow these basics. Grab attention in the first three seconds with an engaging hook. Keep text overlays short and easy to read. Use apps like CapCut, Meta Edits and Canva to edit video. Add music to keep it lively and be sure to include a call to action like “Save this for your next trip!” or “Share with friends!” to encourage engagement.

3. Use High-Quality, Scroll-Stopping Photography

It’s not just video. Remember that strong static imagery can take someone’s breath away. On social media, bright, well-lit images stand out the most, especially when they include unique perspectives. Aerial shots and candid moments will always beat a staged photoshoot. Be sure to have clear focal points, to create a connection with travelers who will be looking for those same elements when they visit.

Even the least tech-savvy marketers can use editing apps like Adobe, Canva, Lightroom, or VSCO to enhance photo quality. Remember to ensure all images are properly sized for each platform – vertical and square images perform better and take up more digital “real estate” on a users’ screen than horizontal shots (if you have those, split them up over a panoramic carousel). And while it’s tempting, avoid over-filtering. Aim for natural, realistic edits.

4. Optimize for Platform-Specific Algorithms

Did you know that there are different algorithms for each “surface” of Instagram? That means there isn’t one algorithm for all content, but individual ones for Reels, vs.  images, vs. carousels and the discover page. Whether you’re using Instagram, TikTok, Facebook or Pinterest, don’t rely on one content type. While there is a lot of hype around video, carousels are making a comeback, too. Post diversification allows for more ways of repurposing content to reach the most people, however they prefer to consume content.

5. Incorporate Storytelling into Visual Content

Visual content in destination marketing should add emotional content to tell a story, making destinations memorable and inspiring travelers to take action.

To create story-driven photo and video content, tap into what it feels like to be there instead of just showcasing it. Let the captions work to give depth, history, and context. Invite people and local businesses to showcase their own community.

Powerful storytelling content for tourism brands includes “Then & Now” photos showcasing a destination’s transformation. Consider slow-motion or cinematic shots paired with a traveler’s personal narration voice over. “Meet the locals” series that present restaurant owners, artisans, or tour guides can also draw profound engagement, like Visit USVI’s “My VI” series.

6. Implement AI for Smarter Visual Marketing

AI-powered tools are revolutionizing content creation, personalization, and user experience in tourism marketing. Tools like Canva and Adobe Firefly incorporate AI tools for editing. Scheduling tools like Sprout Social, Later, and Buffer tap into AI for optimized posting times and support with alt-text for enhanced accessibility.

AI can also feed chatbots and virtual assistants in social media, allowing you to program automated responses for traveler inquiries. These chatbots can also offer trip recommendations and FAQs if needed. 

Next-level AI will feed into augmented and virtual reality (AR/VR) applications. AR filters can provide immersive previews of destinations while VR tours give travelers an interactive experience before booking. If these seem advanced, stick to the first five tactics in the near term and keep this on your radar.

Looking to enhance your destination marketing’s visual content approach on social media? Get in touch with Hanna Gbordzoe at hanna.gbordzoe@aboutdci.com to tap into the agency’s full-service digital marketing team.