First things first - what is an instagram aesthetic and why is it important? Research by the flight firm Easyjet identifies that 55% of 18-65 year olds have booked trips purely based on the images they have seen of locations and spaces on social networks. A carefully curated Instagram feed offers the modern equivalent to a travel brochure - enticing potential guests and providing a platform for them to share their holiday snaps thus continuing the cycle. In this article l speak primarily about Instagram, as it is the most visually led platform, but the principles apply more broadly across a range of social media platforms.

Whilst social media has its detractors and is associated with consequences such as over-tourism, it has plenty of positives too: it affords the opportunity for you to create an inspirational holiday brochure; get your message and values across so you can link in with your target market and is a space to share your passion for your local area.

Creating an aesthetic which makes people want to visit is less about self promotion and more about highlighting what makes your property and location special. Think about why you love living there. What do you want your guests to experience? Translate that visually, capturing all the little bits that make it so enticing. Immerse them in local life and everything that makes it wonderful by sharing images that evoke all the senses. For example, you could photograph:

Foraged finds (whether that be seaglass from the shore or wildflowers from the garden);

Locally sourced fresh produce (and what you make with it):

Seasonal changes in the landscape surrounding your accommodation;

Local beauty spots, walks and festivals/ celebrations;

Perfect picnic locations;

Wild swimming recommendations nearby.

Whilst travel habits are undoubtedly changing and at a faster rate than ever due to the consequences of Covid 19, one key theme has emerged over the last few years: people want to invest in experiences. They want to learn new skills, attend creative retreats, nurture hobbies and immerse themselves in the local culture. What is available locally that you can highlight within your social media feeds?

Photography

Photography should tie in with the rest of the experience you are offering. If you are promoting high quality holiday lets then the pictures need to reflect this. High quality imagery plays an important role in ‘selling’ your brand and your values. If you are not confident in your photography skills, consider hiring a local photographer who will take the time to get to know you, your business and your values and can translate that visually or consider working with an influencer to build up a portfolio of images. Visit Scotland have some guidance on working with local influencers here.

Instagram Tips

• Make sure that your social media handles are visible in all communication to customers and let them know that they can tag you to give you permission to share their content.

• It’s best to have a regular posting schedule. It doesn’t need to be every day but get into the habit of posting 2-3 a week to keep your engagement and interaction up.

• Comments are worth more than likes (in terms of the algorithm). Encourage your viewers to comment by asking questions, posting polls, seeking feedback etc.

• Instagram has a reasonably good editing tool built into the app but you may wish to explore using other editing tools including Snapseed and Retouch

• Interact with other feeds by leaving comments and likes. This will help increase your visibility and community spirit.

I’ve highlighted a few Instagram feeds which are fantastic examples of creating beguiling feeds that make people want to step into their life.

https://www.instagram.com/guardswellfarm/ - Behind the scenes footage from a Perthshire Farm with sustainability at its heart. Follow through the seasons.

https://www.instagram.com/coldatnight/ - Beautiful, evocative images which make you hanker after a simple, outdoor life with foraged food for dinner and salty skin from swimming in the sea.

https://www.instagram.com/this_is_eastside/ - Cottages set at the foot of the Pentland Hills. Follow along for windswept hill walks, farm life and wide open vistas.

Follow all these tips and your feed will leave people longing to visit or return to your property.