Social media evolves so quickly that so much has already happened since our last edition of our biweekly newsletter. Facebook is shaking up the algorithm again, Twitter has rolled out new retweeting features, and Instagram Stories just got even more impressive reach. We’ll go over all of this and more in this newsletter, and explain what exactly it means for you.
Facebook’s New Algorithm Prioritizes “Worthwhile” Content
Facebook announced two algorithm updates recently. The first prioritizes content from friends that an individual might want to hear from most. The second prioritizes links that a person might consider “most worthwhile.”
What This Means for Hotels & Resorts: The second algorithm update that focuses on “worthwhile” links is something that hotels and resorts should pay attention to. Offer links that your audience will find value from– like links to travel information they may need or fun things to do around your resort– instead of just spamming links to your site. This will not only help you get more clicks, but rank higher in the algorithm.
Facebook Clears Up that Clear History Tool
Facebook plans to release its “Clear History” tool in the coming months, which will allow users to manage and even disconnect their off-Facebook activity from their user profile. This is designed to be an improvement in transparency. They’ve acknowledged that it may impact targeting, but it will not impact analytics.
What This Means for Hotels & Resorts: We’ve all been worried about what exactly the “Clear History” tool will mean, because many of us use Facebook’s advanced marketing to show relevant ads to niche audiences. Some of Facebook’s most powerful tools– including the pixel– may not be effective moving forward. Retargeting is going to look a lot different on platform, which may mean that we’ll need to rely more on other platforms like Google Display Ads to make up for it.
Facebook Launched Automated Ads Builder
Facebook has released several new automation ad tools designed to help businesses improve and streamline their Facebook advertising.
New tools include:
● The ability to create up to six different versions of your ads automatically with suggestions from Facebook on CTAs, text, and other creatives based on your Page. Once active, they’ll show you the best-performing option.
● Tailored audience suggestions based on data from your Page.
● Recommended budgets based on your goal.
● Fast notifications regarding your ads, including ad performance and suggestions to improve them.
What This Means for Hotels & Resorts: For hotels and resorts just breaking into Facebook Ads, automated ads can help you get used to the system and yield some early insights into creatives that may be effective. These ads are not, however, typically going to be a true replacement for custom-written copy that contain intentional messaging and offers to drive action. This is a useful feature, but shouldn’t be used as a substitute for manual ad creation for the most part.
Facebook Updates Video Ranking
In addition to updating the big algorithm, Facebook is also changing how videos are prioritized in the feed.
Video will now be prioritized based on the following criteria:
● Loyalty and intent, which includes repeat viewership
● Viewing duration, with more weight on videos keeping users engaged for at least one minute
● Originality, so videos that are “unoriginal” or that are involved insharing schemes will be demoted
Image source: Facebook
What This Means for Hotels & Resorts: Video has been a crucial part of social media marketing, and as long as hotels and resorts are creating quality content that their audience wants to see, this algorithm update could help. Try incorporating more live video into the mix, and have videos like “Ten Things to Do in Santa Monica” or “Rental Car or Uber: What’s Right for Your Vacation?” that will give guests information they’ll need when visiting you.
Twitter Retweets Now Support GIFs, Videos, and Images
Previously, when users on Twitter retweeted a status, they could only comment with text. Now Twitter is allowing users to include images, GIFs, and videos in their retweet responses.
What This Means for Hotels & Resorts: Twitter has been working to find ways that encourage users to have more meaningful conversations on the platform. Hotels and resorts can use this to their advantage. Not only will visual components add a level of originality to a retweet and help it stand out, but the right images and videos can help you to promote your location too.
Share images or videos pertaining to your resort when appropriate, and use GIFs and images to contribute to the conversation in a branded way.
Instagram Adds to Explore Tab
Instagram is shaking up their Explore tab. There will now be a navigation bar that features pinned shortcuts to Shopping and IGTV, which will then be followed with topics tailored to each user’s interests like “travel” or “food.”
The explore grid will also now feature Stories, giving them even more visibility.
Image source: Instagram
What This Means for Hotels & Resorts
Instagram’s Explore section is used by more than 50% of its audience every month, and this is one of the top ways users discover new brands and accounts. The ability to more easily connect with users interested in “Travel” is a great opportunity, so try to increase the likelihood of appearing here by using plenty of travel-related hashtags like #wanderlust and #tuesdaytravels.