From Reels to Bookings: How Paid Visual Content on Facebook and Instagram Shapes Travel Decisions
Mäkelä, Nona (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018659
https://urn.fi/URN:NBN:fi:amk-2025053018659
Tiivistelmä
This research-based thesis explores the effectiveness of paid social media advertising on Meta platforms, Facebook and Instagram, within the context of the travel industry. As the digital land-scape becomes increasingly competitive and organic reach continues to decline, travel brands are compelled to refine their social media strategies to maintain visibility and drive conversions. The research investigates how travel companies can use Meta’s advertising tools and platform-specific strategies to create more engaging, efficient, and targeted campaigns.
The objective of the research was to determine what makes paid advertising on Meta platforms effective in reaching and engaging with the intended audience. The study aimed to answer one main research question: How can brands create effective paid ads on Meta platforms to reach and engage their target audiences? Three sub-questions guided the research further by focusing on the importance of visual content, the role of Meta’s ad management tools, and the targeting capabilities of paid ads. A mixed-method approach was used, consisting of a quantitative online survey to a global audience and analysis of two relevant case studies, TUI UK & Ireland and RIU Hotels & Resorts, both of which implemented Meta advertising strategies in real-world campaigns.
The theoretical framework addressed key areas including Meta’s advertising ecosystem, the significance of social media marketing in the travel industry, content strategies, and advertising performance measurement. The study was conducted during the spring semester of 2025. Data collection and analysis revealed that visually engaging and well-targeted ads delivered through Meta platforms significantly improved reach, engagement, and conversion metrics. The findings confirmed the importance of strategic visual content, audience insights, and effective use of Meta’s tools in travel marketing. These results offer practical value to travel brands and marketers aiming to optimise their social media advertising strategies within the travel industry.
The objective of the research was to determine what makes paid advertising on Meta platforms effective in reaching and engaging with the intended audience. The study aimed to answer one main research question: How can brands create effective paid ads on Meta platforms to reach and engage their target audiences? Three sub-questions guided the research further by focusing on the importance of visual content, the role of Meta’s ad management tools, and the targeting capabilities of paid ads. A mixed-method approach was used, consisting of a quantitative online survey to a global audience and analysis of two relevant case studies, TUI UK & Ireland and RIU Hotels & Resorts, both of which implemented Meta advertising strategies in real-world campaigns.
The theoretical framework addressed key areas including Meta’s advertising ecosystem, the significance of social media marketing in the travel industry, content strategies, and advertising performance measurement. The study was conducted during the spring semester of 2025. Data collection and analysis revealed that visually engaging and well-targeted ads delivered through Meta platforms significantly improved reach, engagement, and conversion metrics. The findings confirmed the importance of strategic visual content, audience insights, and effective use of Meta’s tools in travel marketing. These results offer practical value to travel brands and marketers aiming to optimise their social media advertising strategies within the travel industry.