Blog / Tips, Trends, & Techniques for Social Media and Blogging

Tips, Trends, & Techniques for Social Media and Blogging


In 2015 alone, the average time spent on social media in the UAE was a staggering 3 hours and 35 minutes. With this in mind, here are the latest trends to look out for.

  1. Instagram

With a regional growth spurt of 20% between 2013 and 2015, Instagram enjoys has the highest levels of engagement on social media. According to Forrester, for every one million followers on Facebook and Twitter, there were 700 and 300 interactions (shares, likes, comments) respectively. In contrast, Instagram statistics are much more impressive. For every one million followers, there were 42,000 brand engagement interactions, roughly 58 and 120 times more than on Facebook and Twitter. So if you’re not on Instagram yet, this trend may be worth considering.

  1. Live Video

By 2019, 80% of all Internet traffic will be video-based. The video experience is more than just creating a video and then posting it a few days later – it’s about live video. Platforms like Periscope allow live broadcast and is hugely beneficial from a business perspective, encouraging product demonstrations, audience interactions and so on. Periscope users collectively watch 40 years of live video each and every day. Instagram, Snapchat and Facebook also now support video, collectively heralding a new era of immediacy in social media.

  1. Long Form Content

While we’re all aware attention spans are getting shorter, blog posts and articles need to deliver real value and this can only be done through long form content. You simply can’t compare a 200-word article with a 1500-word, data-backed, research piece. Orbit Media Studios surveyed more than 1000 leading bloggers and found the average length of a post in 2015 was 900 words – an increase of 100 words or more than the year before. While length won’t be the be all and end all, it will be a critical factor in proving value, seriousness and knowledge.

  1. Serious Return On Investment

Blogging is no longer considered a hobby but a serious marketing strategy. According to HubSpot, B2B marketers who blog generate 67% more leads, 55% more website visits, and up to 13% more return on investment. Bloggers are no longer thought of as simply writers, but as producers who effectively combine text, images, video, trends and research. They are business savvy and skilled to deliver high value to both audience and client in terms of SEO, content planning, strategies, ideation and so on.

Case Studies

Which brands are doing social media and blogging well? Check out these case studies for some impressive results.

  1. Blog Island Malta

The tourism board of Malta invited 72 bloggers to experience the island and it’s highlights in 2014. As a result, 1500 photos, 6 videos, and 250 plus blog posts were produced. Such content generated fantastic results for Malta with 302 million social impressions and a reach of 7.6 million social media accounts. The social media advertising value equivalent of this exposure was calculated to be EUR 5 million.

2. Moevenpick Hotels Jordan

A popular regional success story is that of a ‘Tweet-Up Event’ held by the Movenpick in Jordan, promoting two of their hotels. The two-day event invited social media influencers to both hotels to stay, dine, and relax with impressive results including 781 tweets shared to 3,706,115 timelines. The average reach across Movenpick Jordan social platforms was a staggering 207,370 impressions over just a five-day period.


There are several tips that help the social media user experience – select the ones that suit your business best.

  1. Blogging: include links to other sites as well as your own – this builds brand image and encourages website traffic. Keep content length at ideally 1500 words with compelling headlines and relevant material – people share longer content more often as they believe it’s more valuable and trustworthy.
  2. Content-based research: Develop this form of research on social media – polls and votes are audience engagement tools in themselves. Use appealing imagery in posts as this encourages sharing – LinkedIn image posts get 98% more commentsthan the normal. Invest in branded videos and place short, impactful videos on your home page and website product pages.
  3. Create a calendar: This will help you post regular, relevant content. Google takes into consideration theFreshness Scoreof your website when ranking it for searches. The more frequent your posts, the better your ranking and search traffic.

If you feel your business could benefit with expert help on any of the above points, the Travel Ink team would be happy to discuss this further. You can get in touch with us on

Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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