Condé Nast Traveller Middle East - - Tastemaker - – Fiona Kerr

Tanned, six-packed Scot Jauncey had moved to New Zea­land to be a rugby player be­fore in­jury forced a change of tack. He founded a health­care start-up but, in his spare time, also logged the name @beau­ti­fuldes­ti­na­tions on just two-year-old In­sta­gram, cu­rat­ing and re­post­ing pic­tures taken by pho­tog­ra­phers around the world. That was 2012, and to­day Beau­ti­ful Des­ti­na­tions has nearly 12 mil­lion fol­low­ers, mak­ing it the most in­flu­en­tial travel ac­count on the grid. Jauncey har­nessed In­sta­gram’s glo­be­trot­ting cre­ative com­mu­nity be­fore the rest of us re­ally re­alised what that was. There are now also ded­i­cated channels for beau­ti­ful ho­tels, food, menswear and homes, backed up by the main­frame, a jug­ger­naut cre­ative agency tak­ing old­school brands such as Hilton and Mar­riott, as well as tourist boards, and show­ing them how to mar­ket them­selves in the In­sta age. Part of Jauncey’s suc­cess is that he is a data fiend; his agency tracks and logs so­cial met­rics (likes, fol­lows, com­ments, tags) minute-by-minute, us­ing them to plot what im­ages work by fac­tors in­clud­ing the colour, per­cent­age size of the per­son and back­drop. It has made the fight for likes se­ri­ous busi­ness.

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