Hoping to drive commerce with content, Travel + Leisure is taking advantage of Instagram's IGTV video platform to offer travelers glimpses into the everyday lives of locals in potential vacation destinations

Adventure and vacation magazine Travel + Leisure and Instagram are convening to create content and inspire wanderlust. The two companies are collaborating via Instagram's recently launched longer-form video streaming and sharing platform, IGTV.

Travel + Leisure is using the platform as a way to enable user-generated, authentic, on-location content that will reveal the true day-to-day experiences of people living in the advertised destinations. The Travel + Leisure IGTV series is called “Locals,” and will follow the life of one local around his or her city, state or town to give viewers an in-depth look at the destination to capture their attention and heighten engagement.

The series will feature a new location every month, hoping to drive commerce with original content that reaches consumers where they are—on social media. Making its content present on a platform like Instagram in particular is intended to help Travel + Leisure reach millennial and Gen-Z markets.

Travel + Leisure

Adventure and vacation magazine Travel + Leisure and Instagram are convening to create content and inspire wanderlust. The two companies are collaborating via Instagram's recently launched longer-form video streaming and sharing platform, IGTV.

Travel + Leisure is using the platform as a way to enable user-generated, authentic, on-location content that will reveal the true day-to-day experiences of people living in the advertised destinations. The Travel + Leisure IGTV series is called “Locals,” and will follow the life of one local around his or her city, state or town to give viewers an in-depth look at the destination to capture their attention and heighten engagement.