How do you introduce yourself to a person you first meet?
How do you introduce yourself to a person you first meet?
Probably the common greetings like your name, where you are from, or what you do, right?
Most of the time, although that information is basic, but they are sufficient to let you know about the other person, to start a conversation, and dive deeper into getting to know them.
But, what if, there is no conversation?
With the advancement of technology nowadays, most people exchange social media handle to connect with new people. And with Gen Z, the new generation who spend the most time on social media daily, there is no doubt that Instagram is the most popular social media platform. A person’s social media presence, or Instagram’s profile specifically, definitely says a lot about that person. Even without any conversation, we can easily learn about a person through their Instagram pictures, bio, interests, followers, style, and posts.
Now I have a question for you: When looking at a person’s Instagram profile, what is the first thing you look at?
Through some observation, this is what I have in my conclusion so far. Some people look at the profile picture, to see the person's face and how they identify themselves. Some look at the number of followers, to see how attractive the person is, and their purpose of using social media. Others scroll through a couple of posts, to see the person’s interests and styles. And some, including me, go straight to the bio, to know the people's lives and understand their stories.
Each of us is unique and different, and we all have a different story to tell, different ways to portray ourselves in the digital world of social media. For us, telling our stories through social media is fun, because it’s our life after all. Who doesn’t love talking about themselves? We share what we want to share. But how about brands? How do brands leverage social media channels to connect with consumers and tell their stories?
How do brands tell their stories?
One Instagram page that I followed and really enjoy everything they do belong to HostelWorld (yes, the platform where I booked my trip last two weeks!). Their social media presence is very strong and fascinating with their engaging content.
What captured my eyes when I first entered their profile is, of course, their bio.
“Unexpected friendships 👩🏽🤝👩🏿 Unbeatable hostels 🌎 Unforgettable adventures 🙌 #MeetTheWorld”
6 words, 1 hashtag, and they were able to perfectly describe HostelWorld stories and their values. As a traveler who loves going on adventures and exploring new experiences, how can I miss out on this inviting call? I jumped right in and explore their story. One thing that all of the HostelWorld posts have in common is all about embracing the experience of travelers, and not necessarily focusing on the accommodation aspect of the hostels. From stories of travelers, what exciting things they did, to who they met and have fun together, HostelWorld all incorporate it in their stories. No need for shiny, glossy photos, just a lot of real-life experiences and travelers’ exciting stories are sufficient enough to make people interested in HostelWorld stories.
Not only utilizing Instagram to share traveler experiences, inspire people to travel, and give ideas for the next trip, HostelWorld has also done a great job in connecting with the audience via their social media presence. Besides responding to travelers’ inquiries in a fast and professional way, they also add humor to their comments and simply interact with their viewers. They also stay up-to-date with trends that resonate with Gen Z, which makes their content very related and engaging. From memes to new definitions of a word, or reels with trending sounds, they have it all!
Beyond the Brand Stories
One campaign that I really enjoy from HostelWorld is their HOSCARs (“better than Oscar,” they said), an annual event that gave our awards to extraordinary hostels across the globe. Every year, their awards change, but one thing never changes is their vision of inspiring travelers and aiming to promote a better community and society. In 2021 HOSCARs, they highlighted the incredible work all the hostels have accomplished, that reflected in their award category:
- EXTRAORDINARY Sustainable Hostel
- EXTRAORDINARY Inclusive Hostel
- EXTRAORDINARY Community & Social Impact
- EXTRAORDINARY New Hostel
- EXTRAORDINARY Innovation
- EXTRAORDINARY Hostel Hero
- EXTRAORDINARY Sociable Experience
Not only creating a meaningful event for hostels, but HostelWorld also encourages travelers and non-travelers to vote and participate via their Instagram. Participants can win exciting prizes, from an adventure to Pakistan, to an invitation to participate in a South America empowerment project. By creating many engaging contents, and fascinating messages through the use of Instagram stories and posts, the brand was able to engage and connect with the audience, and promote the campaign effectively. Moreover, this campaign also helped HostelWorld create self-awareness between people with their community, and inspire changes, to promote a better cause for society.
HostelWorld has successfully told their stories, amplify travelers' experiences, and support the community through their own ways. With the use of social media, they have truly bridged the gap across the world through their campaigns and their stories.
So, do you have your own brand story?
How do you tell your stories?
