Gießen’s Instagram Potential: Can a City Leverage Social Media for Tourism and Identity?
Gießen, a university town in Germany with a young population, is facing a challenge: it lacks readily identifiable “Instagram hotspots.” Marketing expert Fabian Hackenberg believes the city is missing a significant opportunity to leverage social media for tourism and branding. The core idea? User-generated content – the photos and videos shared by residents and visitors – acts as free marketing, influencing perceptions and attracting latest people.
The Power of the “Instagrammable” Moment
The desire for shareable moments is a powerful force. As Hackenberg points out, people want photos with iconic landmarks – the Eiffel Tower in Paris, the Statue of Liberty in New York. These locations become instantly recognizable and desirable through social media. Gießen needs to cultivate its own versions of these landmarks, places that people actively seek out to photograph and share.
Existing Gießen Motifs and Their Online Presence
Currently, the most popular Instagram motif in Gießen is the magnolia trees in bloom near the Stadttheater. The city’s official Instagram account, “Gießen entdecken,” acknowledges this, sharing photos of the blossoms. Other frequently captured scenes include the Stadtfest (city festival), basketball games at the Osthalle, and even a memorable instance of heavy snowfall in the Ebelstraße, which garnered over 5000 likes on a single post.
Untapped Potential: Existing Locations Ripe for Recognition
Hackenberg identifies several locations with the potential to become Instagram hotspots. These include the cherry blossom trees at Brandplatz, the graffiti art by the “3Steps” collective (particularly the section of the Berlin Wall on the Bahnhofsvorplatz), the chestnut avenue at Schwanenteich, and the “Drei Schwätzer” (Three Gossips) sculpture in Seltersweg. Even the golden angel atop the Engel-Apotheke offers a unique photographic opportunity.
Creating New Instagrammable Moments
Beyond highlighting existing locations, Gießen could actively create new attractions designed for social media. Hackenberg suggests a playful approach to the city’s infamous “Elefantenklo” (elephant toilet), perhaps adding a small elephant statue for photo opportunities. He also proposes incorporating elements of the local “manische Sprache” (a unique dialect) into public art, such as large 3D letters spelling out local terms like “Ulai” or “Latscho.”
Temporary installations, like a photo booth at the Kirchenplatz during the Stadtfest, could also generate buzz. He even envisions a “Lahn wave” – a surfing wave on the Lahn river – as a potential game-changer, attracting a younger demographic and solidifying Gießen’s image as a vibrant city.
Beyond Aesthetics: Branding and Identity
Hackenberg emphasizes that this isn’t just about pretty pictures. It’s about defining Gießen’s identity. The city has a reputation for being unattractive, a consequence of post-war reconstruction with concrete. He suggests embracing this reputation with self-irony, moving beyond simply promoting itself as a “science city.”
Pro Tip: Encourage local businesses to create Instagram-friendly spaces. A beautifully decorated café or a shop with a unique facade can become a popular backdrop for photos, driving foot traffic and boosting the local economy.
FAQ
Q: What is an “Instagram hotspot”?
A: A location that is visually appealing and frequently photographed and shared on Instagram.
Q: Why is this important for Gießen?
A: Increased social media visibility can attract tourists, students, and investment.
Q: What can the city do to create more hotspots?
A: Invest in public art, create unique installations, and highlight existing attractive locations.
Q: Is this just about aesthetics?
A: No, it’s about branding and defining Gießen’s identity.
Did you know? The hashtag #meingiessen, created 12 years ago by Fabian Hackenberg, is already used to showcase the city’s attractions.
What do you perceive Gießen should do to become more Instagrammable? Share your ideas in the comments below!
