Hospitality Social Media Marketing News Issue June 16, 2019

Dying to know what’s new in social media and how it could affect your hotel or resort? This month we’ve got changes from Instagram, Twitter, and YouTube, along with a few issues of note on Facebook. Let’s take a look at each and what it means for you.

Advertisers Report Continual Issues with Facebook’s Ads Manager

Issues have been ongoing with Facebook’s Ads Manager that have dated all the way back to last November when there was an outage only a few days before Thanksgiving. Advertisers have continued to report problems with performance of the platform, including major inconsistencies and results, and struggling to publish or turn off ad campaigns.

What This Means for Hotels & Resorts: A large number of hotels and resorts depend heavily on Facebook Ads for their advertising strategies, so this isn’t great news. As a note, not all advertisers have been affected with these issues, but they’re something to watch for just in case you are.

The best thing you can do right now is monitor your campaigns particularly closely. If you can’t seem to turn off a campaign, drain its budget immediately after sending a Facebook help ticket, and watch out for unreliable campaign performance. Until the issues are resolved, this is the best we can do to be proactive.

Horizontal Video Comes to IGTV

Landscape-styled videos are now supported on Instagram’s long-form video sister app, IGTV. They’ll be formatted similar to a YouTube video, which can take up a small portion of the screen when viewed vertically but will take up the full screen when the phone is rotated horizontally.

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Image source: Instagram 

What This Means for Hotels & Resorts: If you’re using IGTV and have videos that will look better with a vertical layout, this is your chance. For hotels and resorts in particularly picturesque locations, this option can help better capture more of the beauty in the background to entice guests to come stay with you.

Twitter Releases Live Streaming with Guests

Twitter has just rolled out a new feature allowing mobile users to host a live broadcast and inviting up to three guests to join them. The guests will join on an audio-only basis, so they’ll be able to be heard but not seen.

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Image source: Twitter 

What This Means for Hotels & Resorts: Live video is a strong social strategy for hotels and resorts, and having new ways to make these videos even more engaging for potential guests is great news. Consider using this feature to allow guests to ask questions or to interview influencers about their experiences.

YouTube Announces Image-Only Discovery Ads

YouTube Ads have, until now, been a video-only platform, but this is changing soon. YouTube has just announced new image-only discovery ads, which will show up in the YouTube home feed and discover sections. Users can click to head straight to an advertiser’s site, shop, and more.

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Image source: Google 

What This Means for Hotels & Resorts: Video ads have proven to be incredibly effective on YouTube, but not every hotel and resort wants to continually invest large sums into creating new video campaigns for advertising purposes. This new images-only option can make YouTube Ads more accessible on the platform, allowing you to reach guests at a slightly lower time and financial cost. Consider testing these new ad placements out and see if they work for you.

YouTube Is Altering Public Subscriber Counts

YouTube has announced an update that will impact how viewers see subscriber counts on the channels they’re viewing. Channels with fewer than 1,000 subscribers will have their exact number of scribers displayed, but those with more than 1,000 subscribers will have their follower counts rounded. An account with 5,005,000 followers, for example, would show an estimated count of 5,000,000.

Creators will still have access to the exact numbers in their analytics, found in their Creator Studio.

This update is set to roll out in August of 2019.

What This Means for Hotels & Resorts: Social proof is an important part of all social media marketing, so this update could have minor impacts on hotels and resorts marketing on YouTube. If the rounding doesn’t work in your favor, lowering your subscriber count slightly, that might affect how users perceive your videos, but as long as the content is good that’s what matters most. To ensure best results on the platform, create videos that your audience wants to see and use keyword-heavy titles and descriptions to increase their visibility.