Curious if Instagram is a goldmine or just another time suck for travel bloggers? You’re not alone.
In this article, we’ll explain why many bloggers are flocking to Instagram and whether it’s worth the effort. With firsthand insights from those in the trenches, we’ll explore the pros, cons, and everything in between.
Why are travel bloggers turning to Instagram?
Google’s updates have hit organic traffic hard, leaving bloggers to find new ways to reach their audience. Instagram is one of the platforms they’re testing out.
Instagram has over 2 billion monthly active users, and it’s not just about sheer volume – 83% of users say they discover new products and services on the platform. This makes it a powerful tool for reaching an audience, especially in the travel niche.
Instagram started as a photo-sharing app, but it’s evolved into much more. Today, it allows you to:
- Share interactive content: Create engaging short videos like reels and use stories to ask your audience questions and receive feedback.
- Search: Hashtags make it easier for users to discover, save, and share your posts.
- Engage with DMs: Talk directly to followers, answer their questions, and foster closer relationships.
- Tag products in shoppable posts: Allow your followers to shop directly from your content.
Is it possible to use Instagram to drive traffic?
And yet, for all of the platform’s potential, not all travel bloggers are crazy about it.
Some even believe it’s impossible to drive traffic to a website from Instagram. They’ve built large followings, but that hasn’t always translated into significant site traffic. This has left them feeling like they’ve wasted time and effort on something that didn’t deliver much in return.
Kayla Duford, K & Family Adventures:
“I waste a lot of time on Instagram, and it doesn’t really drive much traffic for me. I will start just posting there for fun and not growing a following.”
Amy, Planted in Arkansas:
“Usually not a single visitor to my website from Instagram.”
Others feel it’s worth it – but with some caveats.
First, it takes time. If you’re looking to grow quickly, Instagram might not be the best tool for you. Building a community doesn’t happen overnight.
Kathy Condon, Palm Springs Insider Guide:
“All along I have been doing social Media: Facebook, Instagram, and now Twitter. A good portion of my Google comes from socials.”
☝️Quick tip: Speed things up by investing in Instagram ads and boosting your posts. This will get your content in front of the right eyeballs and grow your numbers faster.
Next, you need to be realistic about whether you’re up for what it takes to grow on Instagram. It used to be all about posting pictures, but as the app evolved, so did the strategies for growth. Now, it’s all about creating video content, sharing updates on stories, and showing up consistently.
☝️Quick tip: If you aren’t too keen on showing your face in videos, don’t let that stop you! Faceless videos can work just as well.
Last, remember that Instagram is designed to keep people on the platform, scrolling for hours, not to lead them to other sites. But that doesn’t mean you can’t use it to complement your blog – building a community, landing brand deals, and selling products or services.
If you do manage to create a loyal community, they will be 100% more receptive to what you post on your page, even if that means clicking off the platform.
What benefits does Instagram offer travel bloggers?
That doesn’t mean Instagram has nothing to offer, though.
Build a social presence for SEO
While social media signals may not directly influence search engine rankings on platforms like Google, having an active Instagram profile can help increase your brand’s visibility online. This increased visibility can drive more traffic to your blog, which in turn can boost your SEO.
Regularly posting engaging content, using relevant hashtags, and encouraging interactions to create more opportunities for people to discover your brand. As followers visit your blog from Instagram, this referral traffic sends positive signals to search engines, indicating that your content is valuable and relevant.
Increase engagement and visibility
Instagram is all about building communities. Unlike TikTok, Instagram creates deeper connections, which, though slower to grow, lead to lasting engagement.
As your audience expands, they’re more likely to interact with your profile – commenting, sharing, and clicking on your links to learn more. Over time, this engagement boosts visibility to your Instagram and beyond as your followers become advocates. They start spreading the word about your content.
Strong word of mouth (WOM) amplifies your reach and visibility, making Instagram a valuable tool to add to your blogging arsenal.
Create additional revenue streams
Even if Instagram doesn’t drive a ton of traffic, it can still become another source of income. As you grow your followers and build a community, opportunities for sponsored posts and influencer collaborations might come your way. This can turn Instagram into a valuable revenue stream.
Why might Instagram not attract traffic?
- It keeps users on-platform: As we said above, Instagram aims to keep users scrolling. Its algorithm favors content that generates likes, comments, and shares, which keeps users on the app rather than clicking away.
- Link limitations: You can only add clickable links in your bio or stories, making driving direct traffic to your website harder.
These factors make Instagram more about engagement and less about driving direct traffic to your website.
Alison Watt, Glimpses of UAE:
“People who read your blog and people scrolling on Instagram and TikTok are usually two completely different audiences. They’re not there to go off-platform. Doing travel on Instagram is usually a different ball game. Most people focus on one or the other. Lots of top travel bloggers have no or limited presence on social media.”
How to drive traffic from Instagram
Use a link in your bio
Instagram may not allow direct links in posts, but it’s still effective for promoting your blog content. You can share eye-catching photos or reels related to your latest blog post, using the captions to draw interest and direct followers to the link in your bio.
Use stories and reels
If you don’t want to direct people to a link in your bio and are willing to spend a little money, you can use the power of ManyChat to automate interactions:
- Followers simply comment or message a keyword (like “leak”)
- They automatically receive a direct message with the link to your content.
This is a great way to engage followers and drive traffic more efficiently.
Instagram stories are also a great way to tease content and provide behind-the-scenes glimpses. Use the link sticker to offer a direct link to your blog.
Create an email list
Instagram can also be an excellent tool for building an email list. Here’s how:
- Lead magnets: Offer a free resource, such as a travel guide, ebook, or packing list, in exchange for email sign-ups. Promote this lead magnet in your posts, Stories, and bio link.
- Link in bio: Use your bio link to direct followers to a landing page where they can sign up for your newsletter. Tools like Linktree can help you manage multiple links if you’re promoting several offers.
- Story highlights: Create a highlight dedicated to your newsletter or lead magnet. Use these stories to explain the benefits of signing up and how it adds value to people’s travel experiences.
Search for relevant topics
Lastly, Instagram can also be a powerful research tool. Use it to see what others are talking about, identify popular or trending topics, and find opportunities to jump on trends relevant to your niche. This can help you stay current and create content that resonates with your audience.
So, is Instagram worth it?
Well, it depends on who you ask. Some travel bloggers might tell you that Instagram is like trying to herd cats – lots of effort but not much traffic. On the other hand, some have been able to harness the power of Instagram to drive traffic or complement their websites. Just remember that making it work means putting in time and effort.
If you’re curious about other options, check out our articles on using Flipboard, Pinterest, and Facebook to drive traffic. And stay tuned to the Travelpayouts blog – we’ve got plenty more tips and tricks on social media, Google updates, and everything else you need to help your travel blog soar.
