The Netherlands is one of the leading European countries that actively and with utmost excellence, take part in the so-called “Meeting Industry. The acronym MICE by the way, stands for Meetings, Incentives, Conferences and Events, a tourism concept in Europe that has worked well for the economic growth of Holland.
Organizers and planners of meetings, incentive ceremonies, conventions and trade fairs find The Netherlands an ideal place because the Netherlands Board of Tourism & Conventions (NBTC) furnishes superb support. Support includes offering expertise in the fields of communication, research and marketing to help promote a MICE event. After all, it is part of the Dutch tourism agency’s strategy for attracting more local and international visitors.
Actually, when launching social media campaigns for a forthcoming Netherland-event, be in the know that next to Facebook and YouTube, Instagram is the third most widely used social media platform among the Dutch people.
Social Media Advertising in The Netherlands
The people of The Netherlands are social media active, and it is quite important to know which social media platforms the Dutch people favor the most. Organizers who are looking to attract Dutch attendees to a forthcoming convention, festival, trade fair or exhibit therefore, should properly geotag their social media promotions. That way, they can easily reach their target audience through Facebook, YouTube and Instagram posts.
A survey by the country’s National Social Media agency shows that even if Facebook remains the leading platform for socializing online, Instagram is slowly making ground as the more important site.
According to the survey, the number of Dutch people using FB, particularly those under age 40 is currently on a decline. The waning numbers continue with Twitter and Snapchat use, paving the way to the growth of Instagram users in Holland.
As of January 2019, 59% of Hollanders are using Facebook, while 29% are socializing virtually via Instagram. When Facebook showed as many as 10 million Dutch people participating in FB, Instagram had 5 million users and viewers to show. The adage about pictures conveying more than a thousand words is exemplified by the photos and videos taken using the Instagram photo-sharing app.
Still, whether organizers are reaching out to local or foreign attendees they should take note of important strategies observed by Dutch social media marketers.
Advertising via Instagram is effective only if it reaches the right viewer. That being the case, the advertisement must meet the characteristics and interests, as well as the geolocation of the target group.
The advertising context of Instagram posts should convey the tone-of-voice of the organization promoting an event, in order to convey authenticity and sincerity of the purpose for which the event is being held; e.g. to increase awareness about the effects of climate change or to address problems related to world hunger, and the likes.
Remember, the way to Instagram visibility includes the size or number of followers liking, sharing and engaging with the uploaders of the posts.
Social media marketing experts in Holland have the resources and expertise to help Instagram users grow meer volgers op Instagram (more followers on Instagram.) Not just any followers but fellow Instagram users genuinely interested to engage as authentic subscribers to the users they follow.