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Bruce martin

Interview with social media expert Bruce Martin

Ask the Experts

30 March 2017

Posted by Ana Maria Nica

Hi Bruce, tell us about yourself in a few sentences - who are you?

I’m the founder of Ginger Juice, an award-winning social media agency specialising in travel, tourism and hospitality. I’m also the co-Founder of Travel Gossip, the UK’s largest, most active and influential online community in travel.

Talk us through a successful campaign you’ve worked on...

We’re into our third year working with Motel One, a fast-growing European hotel brand. I’m really proud of what we have achieved from a standing start in 2015 and on a relatively low budget; the work was recognised with a prestigious industry award last year. Among the many achievements has been to grow Instagram from zero to 10,000 followers in 18 months purely from organic effort.

What visual content trends will dominate social media in 2017?

Video is killing it on social these days. Smart brands are realising that images-alone will not cut it anymore. Companies are having to make that extra bit of effort to produce video, preferably captioned, if they want to cut through the noise.

What advice do you have for integrating visuals in content marketing strategies?

Go native. All too often brands will produce a lovely set of visuals and try to crow-bar them into all social channels. The best approaches are the ones that think about how to use each channel to its best ability.

Which common mistakes do content creators need to avoid?

Number one mistake in our sector is assuming an organic-only approach will do. So many companies pump out average organic content and expect it to work. Even the good content struggles. You have to ‘pay to play’ now and master social advertising.

>Aside from your own work, what’s the strangest, or most memorable campaign you’ve ever seen?

In travel, I really like Tourism Norway’s recent ‘Sheep With a View’ campaign. Very quirky and memorable.

Your #1 Tip for storytelling:

Create ‘scroll-stoppers’! People are spinning through their timelines at high speed. You HAVE to catch people’s eye and make them stop.

What are three images you love on Picfair?

"The one that springs to mind is the Isola Bella beach shot from above. We haven’t found a way to use it but it’s a great shot."

"The one that springs to mind is the Isola Bella beach shot from above. We haven’t found a way to use it but it’s a great shot." Read less

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Filipe Frazao

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"We also loved the crowd shot at Canary Wharf which we used on our website homepage."

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Ben Broomfield

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"The Woolacombe beach one is great too. I like crowd shots as you can tell!"

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Steve Meddle

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Bruce Martin, founder of Ginger Juice @BruceMartin on Twitter.


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