Boost your bookings with social media

by Daniel Steele

Social media is an indispensable tool for businesses to connect with their target audience, create brand awareness, and drive traffic to their websites. For an outdoor activity business based in the UK, understanding how social media algorithms work can shape your strategy to attract potential customers and increase your bookings. In the current economic climate, actively increasing your reach is critical to success. In this blog, we will explore various strategies that will help you harness the power of social media algorithms to boost your bookings.

Know Your Audience

The first step to creating an impactful social media strategy is understanding your target audience. Research your potential customers' demographics, interests, and preferences. Tailor your content to match their needs and aspirations. Whether it's families seeking adventurous weekends, solo travellers seeking thrilling experiences, or corporate groups looking for team-building activities, align your social media content accordingly to appeal to their interests.

Choose the Right Platforms

While social media offers a plethora of platforms, it's essential to focus on those most relevant to your business. Each platform has its unique algorithm that determines what content appears in users' feeds. For an outdoor activity business, the following platforms are great choices:

  • Facebook: The Facebook algorithm prioritises content based on engagement, relevance, and timeliness. Posts with more likes, comments, and shares are favoured, so focus on creating engaging content that resonates with your audience.

  • Instagram: Instagram's algorithm aims to show users content they are likely to engage with the most. Consider posting high-quality images and videos of your outdoor activities and encourage interactions through likes and comments.

  • LinkedIn: For corporate groups, LinkedIn's algorithm promotes relevant and engaging content. Showcase your outdoor activities in a professional light and interact with your connections.

We have not included Threads or TikTok in this post as we are still researching how their algorithms work and their impact on the activity industry. If you have insights on this please let us know by sending an email to We have not included Twitter as we see its relevance decreasing with the growth of Threads.  

Engaging Content is Key

Compelling content is the heart of your social media strategy. Share high-quality images and videos of your outdoor activities, showcasing the excitement and beauty your customers can experience. Encourage your customers to share their own content using branded hashtags, which will increase your reach and credibility. Engage with your audience through posts, comments, and messages, building a sense of community and fostering a positive online reputation.

Leverage Influencer Marketing

Partnering with social media influencers who have a substantial following in the outdoor or travel niche can significantly impact your business. Seek out influencers whose values align with your brand, and collaborate with them to showcase your activities to their followers. Influencers can provide authentic reviews and experiences, increasing your credibility and widening your reach.

Run Contests and Giveaways

Contests and giveaways are a fantastic way to create excitement and engagement around your brand. Organise creative contests that encourage people to share your content, tag friends, or participate in fun challenges related to your outdoor activities. Offer enticing prizes, such as free activity sessions or discounts, to incentivise participation and drive traffic to your website.

Use Local Hashtags

Optimise your posts by using relevant local hashtags. This tactic can significantly increase your visibility among potential customers searching for outdoor activities in your region. Research popular hashtags related to your location and industry, and incorporate them into your posts to attract users interested in exploring the great outdoors.

Example: When promoting activities in the Lake District, use hashtags like #LakeDistrictAdventures to reach adventure-seekers in that area.

Share Customer Testimonials

Positive customer experiences are invaluable for building trust. Share testimonials, reviews, and user-generated content that highlight the exceptional experiences your customers have had with your outdoor activities. Potential customers are more likely to book an activity if they see real people enjoying it.

Use Paid Advertising

While organic growth is essential, consider allocating some budget to social media advertising. Platforms like Facebook and Instagram offer targeted advertising options, allowing you to reach specific demographics or locations that align with your target audience. Paid ads can help amplify your reach and drive potential customers to your website.


Understanding how social media algorithms work is essential for maximising the impact of your social media strategy. By knowing your audience, creating engaging content, leveraging influencers, using local hashtags, and incorporating customer testimonials, you can drive traffic to your website and increase bookings. 

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