There are millions of new photos and 1,000s of hours of new video content been uploaded to Social
Media daily. As a result, Organic Reach on most platforms has continuously dropped, with hotels barely getting any visibility, despite religiously posting several times a week. Based on an analysis of what content works for our clients, we’ve identified four video content pillars that have emerged as clear winners, successfully engaging a broad audience; these types of videos consistently perform well on TikTok and Instagram Reels, while showing some success on YouTube Shorts as well.
If you’re looking to blow up on Social in 2024, these are our recommendations.
Creating a sense of belonging and connection with your audience can transform the way potential guests perceive your hotel. By offering a glimpse into the daily operations and the people behind the scenes, you create a narrative that’s both relatable and inviting.
Examples:
Shopping for Ingredients: Showcase the journey of sourcing fresh and local produce, emphasizing your commitment to quality and sustainability. This not only appeals to food enthusiasts but also those who value eco-friendly practices.
Procuring Flowers: Sharing the process of selecting flowers for your hotel’s decor can highlight your attention to detail and aesthetic. It tells a story of beauty and dedication.
The Kitchen Crew Post-Shift: Candid moments of your team unwinding or celebrating after a busy service humanize your brand. It demonstrates the camaraderie and passion that goes into creating memorable guest experiences.
These stories foster a sense of familiarity, making potential guests feel like insiders even before they step through your doors.
In the era of visual storytelling, nothing captures attention quite like the allure of a delicious looking dish coming together. Culinary content serves as a powerful tool to engage and entice your audience.
Social Media Stars in the Kitchen: Elevate your chefs by turning them into the faces of your culinary excellence. Cooking videos that include recipes, kitchen secrets and tips can engage viewers and encourage them to share your content, expanding your reach.
Try at Home Dishes: Simple dishes that can be replicated at home are surefire ‘thumb stoppers’ on social media, compelling users to pause and engage with your content.
Culinary content not only showcases your hotel’s dining options but also positions your establishment as a must-visit destination for food lovers.
There is nothing like a video walkthrough of your hotel to get people engaged and excited. A walk-through is in essence a narrated story, focusing on one feature, area, or experience at a time.
Create video narratives to guide viewers through your hotel’s rooms, common areas, gardens, and meeting spaces. Highlight unique selling points, such as a garden that’s perfect for intimate weddings or a rooftop bar with a panoramic view. Attention to detail is key; example – “upon first touch, you’ll notice the softness of our bed sheets. We source pure cotton from XYZ and our sheets are handloomed with a thread count of 450…”. It’s these detailed story elements that foster a connection with your audience.
Do also emphasize bookable spaces if MICE travel is of importance.
Note: We understand this is practically difficult to do, but walk-throughs built around a story element usually perform quite well, especially on TikTok. We’ve seen a brand create an entire video series talking about the tea they serve at their hotel, resulting in quite a bit of engagement.
Amenities often play a crucial role in a guest’s decision-making process. Highlighting these features can set your hotel apart and make a lasting impression. Showcase examples:
Spa Menu and Signature Treatments: Introduce potential guests to your wellness offerings, focusing on unique treatments or packages that differentiate your spa from competitors.
Handmade Soaps and Coffee Selection: Showcase your commitment to quality and detail by highlighting premium amenities like handmade soaps or a curated coffee selection. These elements add to the narrative of luxury and care.
By letting each amenity shine, you not only detail the tangible benefits of staying at your hotel but also the overall experience and ethos.
Consistency and testing are the dual keys to success in our opinion.
Regular posting keeps your audience engaged, improves visibility, and helps in building a loyal following. By strategically leveraging these four content pillars, hotels can create a compelling online presence that resonates with potential guests and encourages them to experience all that you have to offer in person.
Most importantly, test different types of content presentation to see what works for your brand. We saw one hotel always talk about their infinity pool, to little acclaim. But one video of a slow walk from the middle of the pool to the edge, showing the view, blew up to 100k views and got their social media going. So always, keep testing.
Remember, social media is not just about showcasing your hotel; it’s about storytelling, creating connections, and offering value to your audience. Through thoughtful content that embraces these four pillars, your hotel can stand out in a crowded digital landscape and attract guests looking for experiences that go beyond the ordinary.