Justin Buzzi has cracked the code on brand social media accounts. He tells us exactly how he does it.

New show, new obsession: social media - forward this one on to your head of marketing!

For episode one the brand new Everything Social Media in Travel podcast, I’m joined by Justin Buzzi — founder of Get Up And Go Kayaking, now at 32 locations, averaging 300M organic views per year over the last three years.

We unpack what actually drives that kind of reach:

• Why “followers don’t matter” anymore

• Posting 3x/day across major platforms (and why volume wins)

• The banger bank: reposting what works, without shame

• How to recruit micro-creators using burner accounts + local tags

• Incentives for guides and franchisees to capture content consistently

• The blend: Google still drives the majority, but social is a serious revenue channel

If you sell tours, activities, or experiences, this is a practical blueprint for building attention — and turning it into bookings.

Hear the episode here on Spotify and over here on Apple Podcasts

See how the destination of Palau drove over 450 leads to their local suppliers with just 2 posts

The destination of Palau had run influencers campaigns in the past and whilst the pictures were nice, the business outcomes were unclear. Sure, some people “liked” it, but how did that drive business outcomes for the suppliers in their destination?

When putting out their next request for proposal (RFP) they were looking for someone who could tell them and their constituents, what happened next after the posts.

The winning bid pitched Videreo, who exist to bridge the trust gap between brands and creators by showing exactly what happens after the post on social media. The Videreo product and process collects the real travel intent of an audience and counts the actual leads generated.

Success in creator marketing no longer needs to be about guesswork or vanity metrics. It lies in data and proof that can show true ROI, something CEO’s, CFO’s and CMO’s have been looking for to invest more in this channel.

See the full case study here from the creative to the dashboard of live results and to access your own FREE trial if you want to measure what matters.