The new year always brings new changes, and this month we’ve had an onslaught of social media updates as each platform readies themselves for success in 2019. We’ve got new features designed to improve the users’ and marketers’ experience, so let’s take a look at the ones that will affect hotels, resorts, and other businesses in the hospitality industry.
Facebook Releases Multi-Language Dynamic Ads
Facebook has just rolled out a new type of Dynamic Ads that enables businesses to create ads in multiple languages. When creating your ad campaigns, just add in different language variations of the text you’re using, along with the URL of the landing page you’re sending users to.
Previously, advertisers were having to create multiple ads that were targeted by language and/or location and then creating distinct ads for each individual language. This speeds up the process and is a game changer for hotels and resorts, especially those with bilingual or international audiences.
Facebook Alters Group Invitation System
Previously, any time someone added a new user to their group, the person was automatically added as a member. While this did help to inflate group size, it was a superficial growth and many people would mute notifications and never engage. To prevent this from happening, Facebook users who are now added will have an “invited” status until they choose to actually join themselves.
What This Means for Hotels
Facebook Groups are an excellent community-building opportunity, but superficial growth won’t do you a lot of good. This new change will ensure that your group will only have engaged members within it, making your analytics more valuable and your community more close-knit.
Facebook Rolls Out Call-to-Action Stickers for Page Stories
Facebook Stories now have a new CTA sticker, which allows Pages to create clickable links encouraging users to “Shop Now,” “Book Now,” “Call Now,” or “Get Directions” directly within the Story.
Stories are a popular feature and have previously been most useful for brand awareness. This allows Pages to turn their Stores into clickable marketing content that users will happily engage with. The Book Now, Call Now, and Get Directions stickers will all be incredibly valuable to hotels and resorts, allowing them to easily drive actions and communication with potential guests.
Facebook Testing Stories Event Stickers
A new Facebook Story sticker is currently being tested that allows Pages to feature events in their Stories. It appears as though the events must be created as a Facebook event to be able to use this feature, and it’s currently only available in testing in the US, Mexico, and Brazil.
Many hotels and resorts regularly hold events ranging from mega conferences to a small movie night for guests by the pool. Creating official Facebook events and then being able to promote them in Stories– which don’t have the issue of declining organic reach– in an engaging, interactive way can mean good news for the attendance of your events (and thus your bottom line).
Big Changes Announced at Twitter
Twitter has announced a number of big changes happening on the platform in 2019. Most haven’t happened just yet, but the sneak peek is still valuable.
Here’s what’s changing:
● A redesign of the site, which will be less cluttered with a two-column layout, and come with new features like improved search and emoji shortcuts.
It’s no secret that Twitter has been looking at a revamp for awhile; they were losing followers and they knew they had to adapt. These changes are all shifts towards making Twitter into something new and more appealing for both users and marketers. Hotels and resorts should keep an eye on the changes and adapt their marketing strategies accordingly. We’ll keep you updated on this as they roll out.
TweetDeck Offers New Scheduling Abilities
TweetDeck is owned by Twitter and is their recommended tool for scheduling content. Now, the TweetDeck is capable of scheduling tweets that contain videos or multiple images. Previously, hotels and resorts were relying on third-party software for this feature.
While many hotels and resorts already rely on either agencies to take over their marketing for them or third-party software which offers similar features across multiple platforms, this is still a good thing for those who don’t have access (or the budget) for either.
Instagram Releases Ability to Post to Multiple Accounts
If you have several linked accounts on Instagram, you can now share a single post to multiple accounts at the same time when uploading new content. This feature is exclusive to newsfeed content (not Stories), and currently only available for iOS devices, and there’s no information yet about when it will be released to Android users.
Most hotels and resorts, again, are already using third-party software to handle this task, and it’s most often used to share the same post to other branded accounts like a sister hotel or the resort’s restaurant’s profile. If this software isn’t in the budget, however, this is a good option to speed up the process.
YouTube Eliminates Activity-Sharing to Twitter
Beginning on February 1st, YouTube will be removing the ability to automatically post your YouTube activity to Twitter. You can still share videos from YouTube with the Share button, but this will have to be done manually.
What This Means for Hotels
If YouTube marketing is a part of your strategy, take note of this. Instead of relying on auto-sharing, use scheduling software to distribute the link to the video on other sites if you choose and customize the messaging accompanying it for each individual platform. You can also choose to upload the video natively, which can help it get more traction on each platform.
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: