Latest Social Media Changes Affecting Hotels and Resorts

Even though each social media platform is unique in a number of ways, there are a lot of similarities they all share, too. A few trends are visible across the board in the social media world, and this month we’ve seen features that are focused on improved integration and making more information available to both marketers and users alike. Let’s take a look at each update and how they’ll affect hotels and resorts.

Instagram Releases Ability to Share IGTV Previews in Stories 

Instagram has been linked to their stand-alone app IGTV since it launched in June, which features long-form video content. Now, users can share their favorite IGTV videos to their Stories, which will generate a short preview. If your Stories’ followers click on the preview, they’ll be taken to the full IGTV video.

What This Means for Hotels & Resorts 

Hotels and resorts have a lot of great opportunities to turn their IGTV channel into their own mini Travel Channel, and now you can send your Instagram followers directly to more long-form content. Stories are a popular feature and using them to leverage your followers to send them to the content you most want them to see can get you more views on your video content.

Stories Ads Have Come to Facebook 

Facebook now has access to the same Story Ads that have been available on Instagram for awhile now. When you’re creating your ad campaigns, you can enable Facebook Story Ads just as you would with Instagram Ads, and utilize the same features like CTAs, links to your site, and detailed reporting. This is all available through the Facebook Ad Manager.

What This Means for Hotels & Resorts 

Airbnb was one of the first brands that tested Instagram Story Ads when they were first created, and they saw incredible results from the campaigns. This included a 13-point lift in ad recall and a 5-point lift in association of Airbnb enabling travelers to book experiences in the 25-34 year old demographic.

Story Ads can be an effective way to target potential guests in that demographic, so use them to showcase everything your resort has to offer and get clicks to your site.

Google Campaign Manager Has LinkedIn Attribution Reporting 

Google’s Campaign Manager now has an integration with LinkedIn Adsthat allows you to better see how your LinkedIn Ads are performing, both individually in detail and compared to other PPC platforms. This will make it easier for your LinkedIn Ads to get the attribution for conversions that they deserve and have a better understanding of how your campaigns are performing.

What This Means for Hotels & Resorts 

If you’re running LinkedIn Ads in order to attract guests to stay or hold events at your hotel, this is something to look into. Attribution can be tricky with PPC platforms, especially when people aren’t likely to convert right away for something that requires planning like a conference or a trip. Gaining more insight into how your ads on each platform are actually bringing you customers will help you better allocate your ad spend moving forward.

Pinterest Following Tab Feed Gets A New Look 

Pinterest has updated their Following tab, which allows users to see content only from the people and boards they’ve chosen to follow. This tab has just gotten a redesign, and now will feature an “immersive” single-Pin format on mobile, showing users singular pins one at a time in order to help them focus on what they’re seeing and quickly scan from idea to idea.

Image source: Pinterest 

What This Means for Hotels & Resorts 

The idea behind the redesign is that people are more likely to be interested in the content that they’ve chosen to follow, so helping them to focus on mobile by showing them one pin at a time like an Instagram feed will help you connect with potential guests following you on Pinterest. Getting that kind of attention will increase the likelihood of clicks and results, making the platform more valuable.

Hospitality Social Media News is brought to you by Lodging Interactive, a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, LodgingInteractive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. For more information:

Telephone: 877-291-4411

Email: info@lodginginteractive.com

This Week in Hospitality Social Media Marketing News- November 13, 2018

We’re nearing the end of the year and are getting ready for the big holiday rush, but now is no time to let your social media marketing slide. There have been a lot of new updates that have rolled out in the past week that are directly relevant to hotels and resorts, so let’s dive in and look at each one.

Facebook Caught Inflating Video Metrics 

Facebook has recently come under fire with the accusations that they’ve been inflating video metrics, making it look like people were watching more video than they were. Facebook has admitted to this in the past, but a current lawsuit is suggesting that the inflation was much higher than acknowledged. Instead of being inflated by 60-80%, research has shown that it was likely closer to 150-900%.

What This Means for Hotels & Resorts

Be careful when using video metrics to make big marketing or advertising decisions on Facebook. Until things are truly resolved, you may be getting false positives. This doesn’t mean that you shouldn’t use video advertising, because even with inflated metrics it presents a great opportunity as an advertising format. That being said, watch other key metrics on these campaigns, too.

Facebook Releases “Instant Forms” For More Objectives 

Facebook’s instant forms– previously known as “lead forms” — have been restricted to the lead generation objective. Moving forward, advertisers will be able to attach instant forms to the brand awareness, traffic, and reach objectives in newsfeed and Story ads on both Instagram and Facebook.

This update will also give us “platform reporting,” which shows advertisers whether an instant form was submitted through Facebook or Instagram so you can better determine which channel is more effective.

What This Means for Hotels & Resorts 

Instant forms open up within Facebook, fill out as much of a user’s information as possible automatically, and provide advertisers with that data. They’re most often used to collect contact information like email addresses. Use them to your advantage, capturing guest information so that you can reach out to them with special, relevant offers at a later date.

Facebook Releases New Video Options 

Facebook has just released two new video ad buying options on Facebook: In-Stream Reserve and ThruPlay.

In-Stream Reserve allows advertisers to choose placements in video that come from “the most engaging, highest quality” publishers on Facebook, increasing the likelihood that your ad will be watched fully by an engaged audience. These ads are purchased in advance.

ThruPlay gives advertisers more control over what they’re paying for, allowing them to optimize and pay for ads only if they’re watched either through to completion or for a minimum of 15 seconds.

What This Means for Hotels & Resorts 

More control for advertisers is always a plus, especially with video ad metrics being inflated. Hotels and resorts can use this feature to increase the likelihood that they’re only paying for views of a substantial length. It can also help advertisers get those views by offering high-engaging, high-view placements.

Facebook Cracks Down on “Low Quality” Ads 

Facebook has put a lot of effort into reducing “low quality” ads from appearing in the feed, and they’re taking further steps to do so. They’re now looking for certain triggers like misleading information or sensationalized language when approving ads.

Ads that are deemed “low quality” will either struggle to get the number of placements they should or may even be rejected all together.

What This Means for Hotels & Resorts 

Most hotels and resorts won’t be hugely affected by this, as our industry isn’t known for bait-and-switches or misleading information like other industries. That being said, make sure that your ad campaigns are straight forward. You can still capture the excitement and luxury of staying at your resort without going over-the-top with hyperbolic language.

Instagram Announced “Promote” for Stories

Instagram has just announced their new “Promote” option for stories, which works exactly like Facebook’s and Instagram’s “boost post” options. Advertisers will be able to pay to have their already-running Stories appear in users’ feeds, like other Story ads that you’d run. This feature has not been released yet, but it’s being tested globally, so keep an eye out.

What This Means for Hotels & Resorts 

Instagram Story Ads can take a little while to create, so this will be a great asset to hotels and resorts using Stories to connect with their guests. If you choose to use the feature, make sure to use an instant form in the Story so that you’re able to drive real results if viewers are interested.

Pinterest Releases “Promoted Carousel” 

Pinterest has just rolled out a new “Promoted Carousel” ad format, which works similarly to Facebook’s carousel ads. Advertisers can add multiple cards to their ads, with each card featuring a unique image, title, description, and (if you choose) landing page.

Image source: Pinterest 

What This Means for Hotels & Resorts 

Carousel ads have higher-than-average performance (including CTR) than other ad formats on Facebook, so the same could be true for Pinterest. Use carousel ads to showcase different locations, or different features, rooms, or amenities in a single hotel or resort to show everything you have to offer.

Hospitality Social Media News is brought to you by Lodging Interactive, a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. For more information:

Telephone: 877-291-4411

Email: info@lodginginteractive.com

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