Social media strategy can be a beast for marketing teams to manage. Every few months there are game-changing updates, and every day seems to bring a new trend or tool to consider, but change isn’t the only constant in digital marketing. Here are seven social media truths from high-performing hotel marketing teams.
7 Social Media Tuths from Top Hotel Marketing Teams
Marketing teams well understand that no two social media channels – or their audiences – are exactly alike. What’s engaging on a visuals-first platform like Instagram or Pinterest doesn’t necessarily translate to a video channel such as YouTube or TikTok, or resonate with users on Facebook or X.
Appropriately, teams tend to develop a unique approach for each given channel, but even that must remain fluid. New channels emerge all the time, and the world’s most widely used social platforms are constantly tweaking their algorithms and changing the way brands and users engage.
The good news is that while times and tools change, there are a handful of social media principles that endure.
Here are seven social media truths from high-performing hotel marketing teams.
1. Authenticity Matters
The era of dramatically Photoshopped images and extreme graphics on Instagram is over. Social media users want a genuine feel for your property and want to connect with real people. A great example of this shift can be seen in the wedding industry, where brides and grooms now gravitate to candid, behind-the-scenes shots over polished, curated photos. People want to see the human story.
Businesses can learn from this by using images that authentically reflect their brand’s heart and story. The imagery and prose shared on social media should realistically depict your property and the experience guests can expect there in a way that shows personality and authenticity.
2. Social Channels Are as Important as Your Website
Once you establish your property on the social media channels your audience gravitates to, give your presence there the attention it deserves.
Your social media profiles are often the first touchpoints for potential customers, making them just as crucial as your main website. They should be consistently updated, visually appealing, and filled with engaging content. Think of your Instagram grid as flowing similarly to your website’s landing page.
In addition to maintaining an active social media presence to connect with travelers, platforms like TikTok have become a major source for search and discovery, with the majority of Gen Z favoring it over Google. This shift highlights the importance of treating your social media presence with the same care and attention as your website, as it has effectively become a secondary website.
3. Organic Social Should Represent IRL
Social media goes beyond the four corners of your screen. Ultimately, what’s being reflected on your social channels should be what’s happening in real life.
Hosting events or creating visually pleasing spaces can drive your social media engagement more effectively than any well-crafted caption. Your social media should be a vibrant extension of your real-world presence.
4. Every Platform Requires a Unique Approach
Not all social media platforms are created equal. What works on TikTok or Instagram may not resonate with a more professional audience on LinkedIn. Understand the unique characteristics and user behaviors of each platform to create content that truly connects with your audience.
One of the most common mistakes we see properties make is scheduling the same content to go out across all platforms, even with different photos. Think of each platform as an entirely different account, and each audience is unique and requires a tailored approach.
5. Social Media is a Team Sport
Your social media efforts shouldn’t exist in a vacuum. Integrate your public relations, sales, and marketing strategies to ensure a cohesive message across all channels.
Collaboration is key to amplifying your brand’s voice and creating a unified presence. When your PR, sales, and marketing teams work together, your social media content will be more effective in driving engagement and achieving your underlying goals. For example, if you don’t inform your social team about a partnership with a local business until the press release goes out, you miss an opportunity to create a sensational digital partnership.
If you find your team needs to add players, recruit a new digital marketing partner. Collaborating with experienced professionals who understand both hospitality and digital marketing only makes your team better.
6. Shifting Specs and Platform Updates Offer Opportunity
Meta can be counted on to introduce multiple updates to its platforms each year. Staying on top of the latest changes allows your team to capitalize on the algorithms in place.
A great example of this is the collaboration tool on Instagram. Early adopters of the tool saw a significant boost in engagement because it allowed posts to reach multiple audiences, stood out to those who hadn’t seen it before, and received additional algorithm pushes from Instagram itself to encourage usage. It pays to stay ahead of the curve.
7. Social Media is Meant to Be Fun
Social media is a dynamic and creative space. Embrace the fun and flexibility it offers.
Experiment with all types of content. Engage with your audience in a warm manner, the same way you would interact with a guest on site, and don’t be afraid to show the human side of your brand. Creating a positive, active social space makes your social media presence more relatable and engaging, fostering a more meaningful connection with your audience than properties that are just selling room nights.
Stay Atop of the Latest Social Media Development
Social media management is increasingly complex. Hotel teams that stay atop the latest tech while at the same time embracing the evergreen truths of social media can not only navigate the constantly evolving digital landscape, but enjoy a productive journey.
For teams that find it a challenge to keep up with the latest tools and trends, consider working with an outside partner. Insights from an experienced hospitality marketing agency that routinely collaborates with high-performing hotels can be just the thing that transforms your social media program from an unruly beast to a fully realized boon for your brand.
Stay updated with the latest social media tech and evergreen truths. Collaborate with experienced marketing agencies to transform your hotel’s digital presence from complex to productive, enhancing your brand and engaging with your audience effectively.
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