We’re almost halfway through the year, and the world of social media has changed drastically– even in the last two weeks. Let’s take a look at the most recent social media updates and how they’ll affect hotels and resorts.
Instagram Announces IGTV
Instagram just launched IGTV, a YouTube-esque platform that allows users to create and share videos up to an hour long. IGTV can be accessed through Instagram, but is also available as a standalone app.
Image source: TechCrunch
IGTV will curate relevant videos for each individual user, including videos from those they follow, and show them that content in their feed.
What This Means for Hotels – IGTV Video Marketing Helps Hotels
Video marketing is huge for the hospitality industry and now you can tap into your Instagram user base and go beyond the short video limitations. You can show extended videos that feature your hotel’s amenities, on-site activities, meeting rooms, and more.
Instagram Shares Algorithm Insights
Last week, Instagram opened up, sharing specific insight on how its feed algorithm works. We now know that the following factors most heavily determine what users see in their feeds:
● Expected interest determined by past behavior on similar content
● The recency of the post, with newer posts getting priority
● How much they’ve interacted with the person posting
None of these factors are surprising, and there are three more factors that can contribute somewhat to feed placement. They also revealed that while they don’t penalize brands for posting “too frequently,” if you share several posts in short succession, you’ll likely only have one or two show up towards the top of your followers’ feeds.
What This Means for Hotels – Driving Hotel Engagement with Instagram
Focus on driving engagement on Instagram, as this will help you perform better on the algorithm. Pictures and videos of the stunning views and exciting events will be sure to get plenty of likes and comments. You’ll also want to make sure you space out content enough that you aren’t necessarily competing against yourself for those spots in guests’ feeds.
Instagram Releases @mention Sharing for Stories
Now, when someone tags your property’s profile in a Story using the @mention sticker, you have the option to add that content to your own Story. The original story will appear as a sticker on yours, which you can rotate, resize, or add to it as you see fit.
Image source: Instagram
What This Means for Hotels – Hotel User Generated Content
User Generated Content (UGC) from guests is exceptionally powerful, and this is one of the best ways to showcase it. Plenty of guests share Stories during their stay with you, but since it disappears after 24 hours, this effect was limited and short-lived.
To get the most out of your guests UGC featuring your hotel, share it to your Story and then add it to a Story Highlight dedicated purely to UGC from guest visits.
Facebook Experiments with A/B Testing for Organic Posts
Facebook is currently experimenting with the ability for Pages to run A/B testing with organic posts. Admins will be able to post two versions of a post and show them to two different sets of audience members to see how each performs.
What This Means for Hotels – A/B Testing for Hotels
A/B testing is important, and it lets us better evaluate what content our guests most want to see. Being able to see what types of posts drive the most site clicks, messages with inquiries, and bookings will be invaluable to improving the effectiveness of your campaigns. A/B testing, after all, will give you more insight than just general analytics because you can see how subtle changes can make substantial differences.
Facebook Enforces New Custom Audience Requirements
Starting July 2nd, advertisers will need to specify how they got the information of their custom audiences when uploading lists of guest files. You can say that you got the information directly from customers, directly from partners, or a combination of the two.
Image source: Facebook
You’ll also need to set up partnerships and agree to share customer files in Business Manager if you’re sharing information with another business.
What This Means for Hotels – Facebook Audience Requirements for Hotels
In reality, the first part of this new change won’t affect most hotels and resorts much. You’ll just need to specify how you got your guest information, and if you got it when they booked, “directly from customer” is all you need.
Hotels and resorts using services from agencies like Lodging Interactive would need to set up this partnership so that we could run their ad campaigns for them. This is easy, however, and only needs to be done once.
Facebook is Monetizing The Marketplace with Ads
Facebook has officially monetized the Marketplace, allowing some advertisers to place ads within the Marketplace feeds. Optional objectives include conversions, video views, reach, traffic, and product catalogue. This feature will be rolling out to advertisers targeting audiences in the US, Canada, New Zealand, and Australia.