To help reach new audiences and continue to expand the global travel community for BC, Destination BC has launched a new @hellobc channel on TikTok.
TikTok’s emergence and subsequent explosive growth has disrupted the social media landscape, changing both the function and purpose of other existing social media channels, as well as consumer expectations and behaviours on those platforms.
Travel is a quickly growing community on TikTok. The immersive and reactive nature of the app and its content allows users to virtually take a trip before deciding to travel. This presents a significant opportunity for Destination BC to get British Columbia on users’ wish lists by providing both high-level inspirational ‘dream’ content, as well as activate-level content to turn those dreams into a reality with tactical trip planning and educational content.
TikTok data (as of April 2022) shows that:
That data reflects consumer behaviours during a time when there were still COVID restrictions in place for travel, and we know the conversation is continuing to grow. Since then:
As one of the first provincial DMOs to join the platform, Destination BC will be able to share insights, learnings, and successes with industry partners, while also highlighting these partners to new audiences on the channel as more content gets published. In the channel’s infancy, the kickoff strategy will be focused on mid-funnel ‘activate’ content to keep users engaged in-app, while evolving over time as we gain learnings, and as platform functionalities and consumer behaviours continue to shift.
BC Tourism Industry Partner Call to Action:
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