As social media has evolved, weve seen each platform racing to make on-site content more dynamic. GIFs can be added to comments on Facebook, there are interactive stickers for stories, and video is booming everywhere. The last two weeks worth of social media updates largely reflect this trend, granting hotels and resorts new creative tools to better connect with our audiences.
Lets take a look at whats new in social media…
Facebook Releases New Video-Focused Features
Facebook has released a handful of new features designed improve its video platform and make it more community-oriented.
● New interactive abilities like polling during Live Streaming
● Bringing videos from Pages into the Watch tab
● A new video template that will put videos at the forefront of a brands Page (though this is still in testing)
● The Android version of the Facebook Creator App
Facebook is also testing out a new Brand Collabs Manager. This tool will allow businesses to discover and connect with creators and influencers who they can establish deals or partnerships.
What This Means for Hotels & Resorts
Video isnt going anywhere, so new features to help hotels and resorts get the most out of it are welcome. Take advantage of all video features that are available to you to increase engagement and make your content more dynamic and interactive.
You can apply for access to the Brand Collabs Manager now (though it may take awhile to be accepted). Once admitted into the program, you can connect with influencers who can help you promote your hotel or resort by coming to stay, attending an event at your venue, or even just eating at your on-site restaurant.
Facebook Introduces Info and Ads on Pages
In an effort to improve transparency further, Facebook has launched a new Info and Ads section to Pages. This section will allow any Facebook user to view all the active ads that Page is running through Facebook Ads (including Instagram and audience Network). Users will be able to click on the interactive elements of an ad, like the CTA button, but not see engagement.
Users will also now be able to see any name changes your Page has undergone, along with its date of creation.
What This Means for Hotels & Resorts
Your guests having the ability to see your ads and past business information likely wont affect most hotels and resorts. You will want to be careful when youre running special offers that are targeted to exclusive groups, even if its because theyre part of a rewards program or first-time guests. One guest wont like to see that youre offering 10% off to another for reasons they cant discern, so keep an eye on this.
Twitter Rolls Out In-Stream Video Ads to More Advertisers
Twitter has been testing in-stream video ads, and now theyre now rolling out the feature to advertisers in 12 countries, including the US, UK, Canada, France, India, Japan, and Australia. These are pre-roll ads, meaning theyll show before the video that your guests are interested in watching.
Image source: Twitter
What This Means for Hotels & Resorts
Facebooks mid-stream video ads have gotten lukewarm reception, but pre-roll ads have distinct advantages. With many users being willing to watch a quick ad to get to the content they really want to see, you have a captive audience. Now imagine being able to show that relevant captive audience a quick intro video about your resort or hotel, selling them the adventure of travel or the relaxation of a weekend away.
YouTube is Testing New Creative Suite
YouTube is currently working with select brands to test out a series of new tools that will offer new analytics and testing tools for creators on the platform.
These new tools include:
● Video Experiments, which is a testing tool in Adwords that makes it easier to evaluate the effective of creative aspects of a video ad on its results.
● Video Creative Analytics that evaluates video performance within different audience segments.
● Video Ad Sequencing, which will allow you to tell your brand story in snippets through different ads. The videos will be shown to individual users in a specified sequence to improve storytelling.
● YouTube Director Mix, which is a tool that allows you to create a base version of an ad that can have different text, image, sound, and even video swapped out based on the audience seeing it.
What This Means for Hotels & Resorts
Most hotels and resorts wont have these tools for a little while, but theyll be great to have once theyre available to everyone. Being able to more effectively test video ads and understand why they are or arent working will be essential to improved success moving forward.
The ad sequencing will also be a huge development for brands, as the shorter snippets of video shown in sequence will improve consistency in brand storytelling and make the ads significantly more effective as a result. Youll be able to slowly introduce guests to your hotel piece by piece, building brand recognition and increasing the odds that they click over time.
Instagram Launches Music in Stories
Instagram users in select countries can now add music to their Stories. They can choose a song by selecting the Music icon thats found in the stickers section.
Image source: Instagram
Music for stories is only available in 51 countries (though Instagram didnt specify which) and on iOS. Support for Android will be coming soon.
What This Means for Hotels & Resorts
Instagram Stories are already fun and can be interactive thanks to features like polling and shoppable stickers. Music takes that one step further. Music is a great way to help your Story stand out from the rest, and it can help you better portray a feeling. A whimsical melody can up the romance of a video of your on-site wedding venue, and a tropical beat could make your sparkling pool that much more irresistible.
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: