In previous articles, we focused primarily on discovery through search engines (Google and AI searches). However, for international travelers, especially younger generations, Instagram and TikTok are also significant gateways for finding travel destinations. Many travelers start their information gathering not through searches but by scrolling through social media feeds. This article explains the basics of creating content that allows international guests to discover your offerings on social media.
Why Social Media is Important for Discovery
International travelers, particularly those who regularly use Instagram and TikTok, often find potential travel destinations by following hashtags like "#Japan" or "#ryokan" and location tags. Unlike the clear intent behind searches on search engines (where users are already looking for something specific), social media facilitates more serendipitous discoveries, where users may stumble upon content that piques their interest. Understanding this characteristic is crucial when creating your content.
The Distinct Roles of Instagram and TikTok
Instagram serves as a platform where beautiful photos and reels can be saved to users' "want to visit" lists, effectively acting as a way to bookmark potential travel destinations. A cohesive feed and polished visuals are highly valued here.
TikTok, on the other hand, is a powerful platform for spreading content through short videos that allow users to "experience" a destination vicariously. Regardless of follower count, engaging content can reach a broad audience, making it effective for conveying the atmosphere and flow of experiences at your ryokan.
Basic Principles for Being Discovered
Hashtag Strategy
Combine hashtags that represent your location and type of facility (e.g., #kyototravel, #ryokan, #onsen) in a way that aligns with your post content. It’s essential to include not only Japanese hashtags but also English ones that international travelers are likely to search for and view.
Utilizing Location Tags
Adding location tags to your posts increases the likelihood of being noticed by travelers searching for that area. While it may seem subtle, this is an effective way to trigger discovery.
Captivating Video Structure in the First Few Seconds
On TikTok and Instagram Reels, capturing interest in the first 1-2 seconds significantly influences whether viewers will watch until the end. Start with striking visuals (like a steaming hot spring or a ryokan amidst a snowy landscape) rather than an explanation.
Consistent Visual Tone
Maintaining a consistent color palette and atmosphere across your Instagram feed helps convey the unique character of your ryokan to visitors who check your profile.
Write Captions in English (or Multilingual)
Captions in Japanese alone will not communicate your message to international viewers. Including even short English captions can enhance understanding after discovery.
Specific Examples of Content to Post
- Visuals that showcase the appeal of your accommodations, such as guest rooms, large baths, and meals
- Natural moments that convey the personalities of staff and the innkeeper
- Seasonal changes, like cherry blossoms or autumn leaves
- Behind-the-scenes glimpses of experiences, such as setting up futons or preparing tea
- Testimonials and experiences from actual guests (with permission)
Combining these types of content with culturally informative text, as discussed in our article on how to explain "tatami," "futon," and "onsen" in English, can foster deeper understanding and interest.
Points to Keep in Mind
- Authenticity resonates more than overly staged posts; realness builds trust.
- Continuous posting rather than one-off posts increases opportunities for discovery.
- Responding thoughtfully to comments and DMs is also part of building trust.
Conclusion: Nurturing Social Media as a Gateway for Discovery
In addition to strategies for search engines and AI searches, platforms like Instagram and TikTok are vital gateways for international guests to discover your offerings. You don’t need to master everything at once, but starting with a consistent visual style and English captions is a great first step.
At Studio HAKO, HAKO Scan offers a free assessment of your site's international readiness. Begin by checking your current website status alongside your social media outreach.