The online world and social media in general are changing the way people interact, shop, and purchase goods and services. Social media platforms such as Instagram are now making it easier than ever to shop and buy anything and everything from clothing and grocery services to real estate; and now the same can be said about yacht sales. Before the heavy utilization of social media, online buyers would typically search for yachts on MLS sites such as Yachtworld and Boattrader. Now, this information is delivered straight to audiences via social media feeds. Stunning imagery and especially video capture the attention of new viewers and demographics, along with buyers who were not initially looking to buy.
Social media, particularly the Instagram platform, is quickly becoming a more prominent way to gain exposure for listing clients. “At Galati Yacht Sales, we are adapting and continuing to make marketing investments for our listing clients to get the most exposure to sell boats as quickly as possible,” states Mary Strauss- Director of Marketing. Which brings us to the introduction of our partnership with Nautical Network (NN), the largest social media and online advertising platform in the boating and marine industry. Together with NN, we are taking digital advertising to new heights, capturing the attention of a larger population of potential consumers.
With 20+ years in the boating industry, an in-house creative studio, and a large network of influencers, Nautical Network offers a unique opportunity to reach a huge global audience while engaging in high-end, high-priced shopping. They have a combined network of over 15 specific Instagram pages, over 1 million followers, and currently reach over 7 million boat owners and enthusiasts per month. Some of their pages include @BoatsGoneWild, @Dream_Boats_, @YachtingNetwork, @Sportfish.Boat, and @Boating.Network. They are truly your modern-day boating magazine, with boat owners spending about 10-15 minutes per day scrolling through content. The end result, they are helping influence buying decisions and helping yacht brokers, brokerages, manufacturers, and dealerships complement sales. Fun fact, 90% of people are influenced and buy from brands they follow on social media.
While impressively talented in photography and other means of digital enhancement, NN’s bread and butter are native video content and videography. Native meaning creating real-time content that works on Instagram, whereas more high-produced videography content works better on Facebook and YouTube. They say a picture is worth a thousand words. If that’s true, how much do you think a video is worth? Well, to give you an idea, 78% of people watch online videos every week through social media. Nautical Network’s social platform alone averages 3 million minutes of video watched per month and helps create native content for each social media platforms including, Facebook, Youtube, and Twitter.
Anytime the team at NN films a listing video for Galati, they create native content that gets distributed across their channels and social media pages; along with ours. The distribution of this real-time native content, along with the actual listing video, allows our brand to stay relevant and engage with consumers throughout the buying/selling journey. While pretty images are great to display on social sites such as Instagram, video content attracts the attention of consumers differently. It also allows yacht brokers to educate followers on what they value and notice in a yacht. Having this understanding and connection with followers, while creating a sense of community, has positively impacted our brand immensely.
Today, it’s more than just advertising and making a sale. 64% of consumers want brands/businesses to make a real connection with them. Unlike traditional mediums of advertisement— i.e. magazines, TV, Radio— consumers today have the ability in real-time to engage with a brand online and ask questions. “To connect with your consumers, you have to be present where their attention is focused. Not only that, but you have to be active to engage in those conversations as well,” stated Brandon Chapman- Chief Marketing Officer for NN. “The best part, unlike traditional advertising, businesses can track how many people clicked a link to visit a website after viewing any type of social media content.”
When it comes to our customers, Galati Yacht Sales is always actively searching for ways to enhance the customer’s experience; whether that entails buying or selling with us. Our partnership with Nautical Network continuously allows us to stay in front of potential buyers and sellers until they are ready to buy or sell. While quality images and videos help a brand stay pertinent on social media, using the right social media accounts through the right people is what helps to stand out above competitors. By creating this partnership and using social media influencers, such as Nautical Network, who can reach and engage with the right audience, allows us to stay top-of-mind when it comes to exclusive yacht sales.