How to stay social media savvy
Social media has never been more important for a homeworking business’s presence and strategy. Four agents tell Emma Blackmore how they convert engagement into bookings
Social media has become one of the most powerful tools for building your homeworking brand, connecting with customers and driving bookings. We chat to agents who have mastered the art of creating content that converts, from learning how to begin with the basics to how to tailor effective content across multiple social media platforms. Their top tips will have you one step closer to growing your audience and your client database.
Joe Biggs
Personal Holiday Advisors
75,000 followers across Facebook, Instagram and TikTok
Before you post anything, establish your tone of voice. Do you want to be fun and cheeky? Premium and polished? Your brand and message should feel consistent and tailored depending on the platform.
Which content works on each social media platform varies massively. On Facebook, long-form storytelling videos, customer reviews and travel deals work best. Platforms such as Threads and X need punchy, shorter text, while Instagram and TikTok are more visual, relying on personality, humour and regular story updates to keep audiences engaged. LinkedIn is great for networking with suppliers, building trust with potential clients and showcasing achievements such as winning at Travel Weekly’s Agent Achievement Awards.
Customers respond better to real experiences than polished adverts. I post content taken on my iPhone 16 Pro Max, which I edit on video-editing app CapCut. I share customer-generated content using the hashtag #HolidaySnaps and repost reviews.
I’ve invested in targeted ads on Facebook and Instagram because that’s where most of my audience is. I embrace the brands I sell. Some agents worry clients will go direct if they mention suppliers, but I think the opposite — how are customers supposed to know your specialism if you never talk about it?
I’ve built niche Facebook groups around brands to engage with potential clients. I educate them on the benefits of booking through me – don’t underestimate the power of networking within existing Facebook groups.
Use tools to stay consistent. The Travel Marketing System is brilliant because it allows me to post across all social media channels at the same time, which saves a huge amount of time and keeps content consistent. There’s also a lot of ready‑made content available from suppliers.
Don’t just sell holidays. Build your own personal brand. People buy from people, especially in travel.
Jake Callum-Hollins
Chief executive, The Good Travel Agent
53,000 followers across TikTok and Instagram
The video’s hook is vital and should always include a strong call to action. I never post offers or say, ‘Book with me because…’ Instead, I show my value as a travel expert.
I focus on what’s trending. I check what people are searching for via TikTok creator insights and post content to match. I then add search engine-optimised keywords in captions so I appear in searches.
TikTok is vital to future business growth for homeworkers. Some 49% of millennials are using it as a preferred search engine. A good video is simply one that’s engaging and offers value to the viewers. I’m always thinking: am I entertaining, educating or inspiring my audience?
@travelagentjake Here is a secret Jet2Holidays discount site where you can get cheap holidays. They are exactly the same holidays you would find on Jet2Holidays direct website but just at a slightly better price so get in on the action and stop paying more than you need to! #Jet2Holidays #TravelAdvice #TravelTips #TikTokHolidayDeals #TravelTok ♬ original sound - Travel Agent Jake
Overly produced videos are not as engaging as natural, raw content. I film using my iPhone 16 Pro and a compact wireless microphone (the DJI Mic Mini). Audio quality makes a huge difference. You don’t need any other fancy equipment.
Be strategic, create effective content and understand your value. Build an engaged audience first, then start promoting – one of my posts generated eight bookings and 38 other enquiries.
Remember: your followers dictate your algorithm, so connect with potential customers and not other agents.
Holly Axelrad
Luxury travel planner, Artisan by Travel Four Seasons
5,000 followers across TikTok and Instagram
I ask friends and family to share my content to help build my audience. It’s my ‘shop window’ – a place for clients to see the type of travel I can help them book.
An important part of our job is to travel to see new places and share via Instagram. This allows people to ask you questions that can then lead to potential sales. I’ve also worked with influencers or partners to host giveaways and increase engagement. I use only Instagram and TikTok for my business. My Instagram is focused on luxury family travel tailored to a UK audience, from all-inclusive resorts in Greece to South African safaris. My TikTok targets an international audience with a less formal, more authentic style focusing on a younger audience and honeymooners.
I use my phone and a gimbal (a device to reduce shaking) for filming content. I also have a USB drive (mine’s a Lexar D40E) that’s compatible with my phone to back up content and free up space on my phone. I would also recommend Canva Pro for creating Instagram post and reel templates with specific fonts.
To keep my Instagram as authentic as possible, I don’t post a huge amount. But I hope what I do share adds value and inspiration for my clients.
Don’t try to be an influencer. Keep your social media brand true to who you are and be authentic. Don’t worry about a small following, it’s about the quality of the people who are following you. Separate your personal and business account – clients don’t need or want to see every part of your life.
More Content
Jacobs Media is a company registered in England and Wales, company number 08713328. 3rd Floor, 52 Grosvenor Gardens, London SW1W 0AU
© 2025 Jacobs Media
