Social Media 101 for Tour Operators: A Practical Guide
Social media isn’t optional anymore for tour operators. It’s where your future guests decide if they trust you, see what your tours look like, and confirm you’re still active. Instagram, TikTok, and YouTube aren’t just platforms to post; they’re now directly influencing Google search results, making them essential for visibility and bookings.
Here’s your practical, no-fluff guide to social media for tour operators, helping you capture and convert browsers into bookers.
Why Instagram, TikTok, and YouTube matter for tour operators
YouTube Shorts, Instagram Reels, and TikTok videos now show directly in Google search results. Guests search, see a video, click, and book. If you’re not producing short-form video content, you’re missing visibility and trust-building opportunities.
Tip: If you’re already making Instagram Reels, repurpose them for YouTube Shorts and TikTok. One piece of content, three platforms.
When I was booking my Kilimanjaro trip, I researched on ChatGPT, checked Google Business Profiles, websites, then Instagram and YouTube. I wanted to see what the tours actually looked like. I even checked who tagged the operators in posts, looked at guest stories, and messaged them. The operators with consistent social media posting and YouTube videos stayed in my consideration. Your potential guests do the same.
How to take great photos and videos for your tours
1. Holding Your Phone:
- Instagram/TikTok: Portrait orientation.
- YouTube: Landscape for full videos, portrait for Shorts.
2. Stabilization:
- A gimbal like the DJI Osmo Mobile offers smooth, professional video.
- A simple selfie stick tripod is perfect for filming yourself on tour.
3. Narration Tips:
Speak clearly and with energy, as if explaining your tour to a friend. Share what guests will see, taste, and feel using descriptive language. Use natural light when possible, and don’t worry about being perfect; your authentic voice builds trust and relatability.
Content ideas for social media
- Film behind-the-scenes moments, like prepping for a sunrise hike.
- Share quick tips about your destination, such as what to pack or local snacks to try.
- Highlight seasonal changes or wildlife that can only be seen at certain times.
- Share guest stories and testimonials while on tour.
- Record a “Day in the Life” to show your tour from start to finish.
Caption and SEO optimization for posts
Captions help your posts get discovered. Use clear, keyword-focused captions like “Snorkeling tours in Maui” or “Best guided hikes in Utah.” Start with a hook to grab attention, then include a call-to-action like “Message us to book your adventure.” Use just a few hashtags such as #adventuretours #traveltours #localtours to expand your reach. Use AI tools like ChatGPT to generate engaging, SEO-friendly captions quickly.
Automating your social media as a tour operator
Consistency is key. ResmarkCRM can help you automate and schedule your social media posts directly from your tour workflows. Other scheduling tools include:
Batch your content creation, schedule it in advance, and focus on delivering excellent tours while maintaining a consistent online presence.
Getting guests to tag you
User-generated content is a powerful way to build trust. During and after tours, encourage guests to tag your business in their photos and stories. Let them know you’d love to share their experiences and invite them to collaborate on Instagram posts. This not only provides fresh content but also builds credibility for your business as future guests see authentic experiences from real people.
Ready to elevate your tour business with social media?
Instagram, TikTok, and YouTube are your most valuable tools to showcase your tours, build trust, and appear in Google search results. Start small, stay consistent, and use your guests’ stories to strengthen your social proof.
Need a clear strategy that fits your workflow?
Book a strategy call with us here.
Frequently Asked Questions (FAQ)
Why is social media important for my tour business?
It builds trust, helps guests visualize your tours, and improves your Google search presence.
Should I post on Instagram, TikTok, or YouTube?
Focus on Instagram (Facebook) and YouTube, then expand to TikTok for wider reach.
How often should I post?
Aim for 2-3 posts per week, prioritizing consistency.
How can I get content if I’m too busy?
Encourage guests to tag you, use their content, and batch-create short videos during tours.
Do I need fancy equipment?
No, your phone with good lighting and a selfie stick or gimbal is enough.
Can I automate my social media posting?
Yes, use ResmarkCRM or tools like Later and Buffer to schedule in advance.
How can I create captions easily?
Use AI tools like ChatGPT to write engaging, keyword-optimized captions efficiently.
