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• 4 min de lectura
As algorithms continue to prioritise engaging content over audience size, marketers need to understand which strategies are genuinely driving results, informs latest research by BANC into cruise line social media activity.
Social media has become one of the most influential touchpoints throughout the customer journey for cruise lines, however, success on social media is no longer defined by follower account alone.
The analysis looked at the social media activity of 20 cruise lines across their main/global social accounts.*
Cruise lines strategically utilize Instagram, TikTok, and Facebook, tailoring their content to the unique strengths of each platform.
Instagram remains a cornerstone for the cruise industry, with all 20 cruise lines analyzed maintaining an active presence. It serves as the primary channel for showcasing brand identity through visually rich, aspirational content.
Adventure and outdoor experiences dominate Instagram, with 80% of cruise lines featuring these themes among their top three content pillars and 55% ranking them as the number one focus.
Reels are particularly effective on Instagram, driving reach for 55% of cruise lines, while carousels and static posts generate the highest engagement for 40%.
Promotional content also plays a significant role, with 70% of cruise lines incorporating it into their top three pillars, often using reveal-style or behind-the-scenes content to inspire audiences.
TikTok, on the other hand, is the fastest-evolving platform in the cruise sector, with 14 out of 20 cruise lines actively posting.
The platform thrives on authentic, immersive storytelling, with 64% of cruise lines prioritizing adventure and onboard experiences as top content pillars. TikTok strategies often focus on showcasing the onboard cruise experience, complemented by destination content.
Shorter reels, averaging 13–21 seconds, perform best, with top performers like Royal Caribbean and MSC leveraging this format effectively. Facebook, while equally established, plays a different role by focusing on practical, decision-support content.
For example, 25% of cruise lines rank "Room & Facility Highlights" as their leading content pillar, while 20% prioritize "Guest Experiences & Stories." Visually rich formats such as photos, albums, and reels dominate Facebook, with Royal Caribbean and Norwegian Cruise Line achieving high engagement through albums, while MSC and Viking excel with reels, reports BANC.
A significant finding, said BANC, reveals that 50% of cruise lines (7 out of 14) prioritize "Travel Tips and Guides" as a top content pillar, emphasizing their commitment to helping travellers maximize their cruise experiences. This content often includes advice on making the most of a cruise, onboard activities, and destination inspiration, presented in a structured, visually appealing format.
Another key insight highlights the importance of showcasing unique experiences. For instance, 25% of cruise lines (5 out of 20) rank "Room & Facility Highlights" as their leading content pillar, often accompanied by visuals of modern, luxurious cabin interiors.
Adventure and outdoor activities also dominate the content landscape. A striking 80% of cruise lines feature these activities among their top three content pillars, with 55% ranking them as the number one focus. This is often illustrated through dynamic visuals, such as kayaking in fjords or snorkeling alongside sea turtles, which resonate with adventure-seeking travellers.
The analysis also underscores the importance of platform-specific strategies. Recommendations for cruise lines include creating content tailored to each platform, focusing on content effectiveness over sheer volume, and showcasing experiences rather than merely promoting products. These strategies aim to enhance engagement and social performance, moving beyond traditional metrics like follower count.
