CHANGING HOW HOSPITALITY DOES SOCIAL
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It’s summer 2014. The #ALSIceBucketChallenge has gripped the social media world and you’re seeing videos left and right of eager participants dumping ice over their heads. By the end of August, over 17 million people have participated and $115 million was raised for The ALS Association.

In the digital age, nothing unites us quite like a social media trend.

A decade later and we still see the influence trending topics bring when harnessed correctly, albeit now we have to contend with a list of ever-evolving factors. Advanced algorithms on platforms like TikTok and Facebook/Instagram Reels are programmed to show users content that relate to their interests, meaning trends can now pertain to only a select demographic. With audiences becoming increasingly segmented, brands have to strategize how to maximize their reach while still appealing to targeted markets.

Brands find their social media sweet spot by pinpointing and staying on top of the trends that keep them engaged in relevant digital spaces. For example, if a popular artist drops a new album, videos using a portion of the song have the potential to generate a new trend for users interested in that artist. Combine the audio’s popularity with a reel showcasing your hotel and voila, you’ve opened a gateway for new users to include Travel & Hospitality-related content in their algorithm. Knowing both your audience and potential audience can provide new opportunities with growth and engagement.

Tying brand initiatives into current trends gives companies a competitive advantage in their social strategies. By creating a connection between your company and the trends users love, you’re adding to your brand’s personality. This can help position your brand as modern, relevant, and in touch with your customers.

For example, check out this recent post we did for Emmy Squared Pizza utlizing the current “Why did you swipe?” trend.

Trends also within your industry can also give you great insight into your audiences’ interests and behavior. Analyzing recent trends can help you to plan content shoots, and incorporate these interests into other aspects of your marketing.

Keeping all this in mind, we’ve compiled a list of what current social media trends in the Travel & Hospitality industry we love (and a few we hate). Each presents itself as a unique opportunity to engage with your audience in a creative, brand-friendly manner while still taking advantage of its mass reach. Read for yourself and decide which ones can work for you and which to avoid.

THREE TRENDS WE LOVE AND WHY

Room Tours

Room tour posts are a fantastic way of showcasing your property while appealing to the curiosity of the consumer. Who doesn’t want a sneak peek into one of the world’s most luxurious hotel suites? Allow the audience to imagine themselves as one of your guests with a POV-style video, or get a trusted seal of approval with an influencer partnership. Get people excited with asking them to tag who they’d like to stay there with in the comments and watch your interactions sky-rocket.

Our biggest reason to love this concept, though? It’s an evergreen engagement maximizer. You can fit it in with any current trend and sync it to any viral audio. The tone can be easily adjusted to reflect your brand’s personality, granting your team a refreshing sense of creative flexibility that benefits everyone.

@itsedandriYou HAVE to stay here if you come to Singapore 😍 #marinabaysands #singaporetiktok #singapore #hotelroom♬ Vlog – Soft boy

Bucket Lists

Bucket list trends are a destination property’s best friend. Want your hotel to stand out from the rest? Create a list of must-visit attractions in your vicinity that incorporates a mix of popular hotspots and ‘hidden’ local gems. This is a great way to increase awareness and interest while highlighting your property as an ideal homebase. Your community will also thank you for sending business their way.

We recommend creating a seasonal bucket list rotation to create urgency for limited-time events  as well as year-round relevancy!

ASMR

Similar to the tingling feeling you get when you use a scalp massager, Autonomous Sensory Meridian Response, or ASMR videos aim to trigger audio or visual stimuli that create a sense of relaxation. It’s a simple yet effective way to frame a stay at your property as a peaceful and sensorial experience. It can be as simple as the sound of drinks clinking together, housekeepers laying out sheets, fingers tapping on counter tops, or a video of a massage experience in your spa. Additionally, there are many ASMR Influencers out there, making it a great collaboration opportunity.

THREE TRENDS WE HATE AND WHY

Poking Fun at Competitors

While this may seem like a playful opportunity to poke fun at the competition, as a hospitality brand, the potential drawbacks far outweigh the benefits. You should never run the risk of alienating prospective customers who are fans of the competitor you’re devaluing. Reputation and trust in your brand is key to success. Channel your efforts into connecting with your audience through positivity and inclusion, not the inverse. Your content should always focus on the value that your brand offers in order to build long-term relationships with your customer base.

Prank Trends

We’ve all seen them. It’s another easy way to catch the audience’s attention, but amassing views can’t be the only goal. Any piece of media marketing should always have the brand’s best interests in mind and be deliberate in what it’s conveying. Prank videos forego featuring anything substantial, relying instead on shock value or suspense—not to mention videos in this trend always seem to get some sort of backlash. Especially as a hotel, you don’t want to be advertising any unwanted surprises to begin with. Don’t portray any situation that’s at the expense of guests or workers

Two Popular Hotel Prank Trends

@houseofhighlightsThey gotta be quicker than that 😂😅 (via @chelscoaxum) #prank #fails #vacation♬ original sound – House of Highlights

Clickbait

If you’re looking for a surefire way to lose trust in both your audience and the algorithm, look no further. Think about the last time you saw the headline of content be something along the lines of “You’ll Never Believe This…” only to be underwhelmed when you watch the video. That’s clickbait. It’s designed to farm engagement through misleading prompts and direction. This ethically questionable tactic to catch the audience’s attention was popular on social media in the 2010s but has long since outgrown its novelty. Platforms have evolved since the era of clickbait, algorithms will catch on to these trends and hinder the reach of your videos because of it.

@eloisefouladgarI really thought this glass slide was safe..😨😩♬ Home – Edith Whiskers

Industry veteran Sonesta, the 8th largest hospitality company, is on a mission to elevate its brand awareness, particularly for its flagship brand, The Royal Sonesta. Despite its established position, Sonesta seeks a wider audience as its portfolio continues to grow and a distinct online presence that reflects its unique hotel brands. Gina Uttaro, Director of Social Media & Content for Sonesta, said:

“As a small, nimble social media team internally at Sonesta, we wanted a true partner that would match our passion for creative content, motivation to stay up to date on trends, and always bring fresh ideas and strategic thinking to their work”.

Enter BCV, a renowned agency known for its hospitality industry expertise and ability to turn challenges into opportunities. This strategic partnership promises to redefine the social media landscape for both brands.

Beyond a Facelift: Crafting Distinct Brand Narratives

Sonesta describes itself as an “80-year-old startup,” highlighting its longevity and continuous evolution. The Royal Sonesta, their crown jewel, exudes a “sophisticated whimsy,” a playful take on “royalty” that sets it apart. BCV acknowledges this desire for differentiation and promises to craft narratives that capture the essence of both brands: Sonesta’s established voice and The Royal Sonesta’s unique persona.

Shared Goals, Amplified Results:

Sonesta’s top priorities are building brand awareness and fostering a thriving online community. They envision a vibrant social media presence that attracts new audiences and transforms guests into loyal brand ambassadors. BCV’s strategy involves creative content and strategic paid tactics to achieve these goals. The success of campaigns like “Sincerely Sonesta” and “Make Your Mantra” demonstrates the effectiveness of BCV’s approach.

The creative for ‘Sincerely’ features simple, luxurious imagery and a cheeky ‘out of the office’ message in the company’s voice and signed, ‘Sincerely, Sonesta.’ Senior Account Executive Katie Murphy said,

“Sincerely Sonesta” effectively captures the essence of Sonesta’s brand identity and engagement with the audience. We also did a campaign called Make Your Mantra to marry the idea of making resolutions at the beginning of each year, with travel goals directly targeting the brand’s audience of business and leisure travelers to drive engagement and meaningful conversation”.

 

A Glimpse into the Future: The “Royalty Revolution” Begins

2024 marks the beginning of the “royalty revolution” for The Royal Sonesta. BCV plans to showcase its stunning locations and bring its “royal mascots” to life, fostering deeper connections with targeted audiences. Sonesta’s diverse personality will shine across various platforms, while The Royal Sonesta’s mascot-driven persona will unfold on its dedicated channel, creating a captivating social media symphony.

Beyond Hype: A Look at the Concrete Facts

According to Gina Uttaro, Sonesta’s social media lead:

“The BCV team feels like an extension of our social media team and this was important to us in choosing the right partner to help us build our brands on social media”. 

This partnership is not just about lofty goals and future promises. Here are some key facts to remember:

  • Established brands seeking wider recognition: Sonesta, despite its industry ranking, desires increased brand awareness for the organization and key hotel brands like The Royal Sonesta.

  • Distinct brand personalities: Sonesta seeks to generate global awareness of their growing “80-year-old startup” hospitality organization, while The Royal Sonesta focuses on a “sophisticated whimsy” persona.

  • Shared goals of brand awareness and community building: Both Sonesta and BCV prioritize increasing brand awareness and fostering online communities.

  • Strategic approach with tailored content: BCV’s strategy involves creative content and paid tactics specific to each brand’s personality and target audience.

  • Emphasis on collaboration and industry expertise: Sonesta values BCV’s collaborative approach and deep understanding of the hospitality industry.

The Future Unfolds: Stay Tuned for More

 This is just the beginning of Sonesta and BCV’s journey. The future promises innovative social media strategies, a thriving online community, and a brand presence that redefines expectations in the hospitality industry. Stay tuned for more updates as they rewrite the rules of social engagement and embark on a new era of digital success.

As luxury hoteliers, we constantly strive to differentiate ourselves, connect with discerning guests, and amplify our brand voice. Social Media Holidays present a unique opportunity to achieve all three in the ever-evolving digital landscape. These quirky, trend-driven days offer a playful platform to engage your audience, build brand personality, and drive awareness – but navigating them strategically is key.

Embrace the Playful Potential: Integrating Social Media Holidays into Your Strategy

Remember, Social Media Holidays are a strategic tool, not a haphazard pastime. Align with brand standards: Ensure the holidays you celebrate resonate with your brand identity and target audience. Promoting a seaside escape in honor of National Ocean Day on June 8 makes sense. Or the First Day of Winter on December 21 for your Mountain destination. And who doesn’t have a beverage program that could, uh, tap into some more business from National Beer Day on April 7th!

  • Plan thoughtfully: Consider budget allocation, paid media amplification, and cross-channel communication (email blasts, on-property collateral) for larger campaigns.

  • Start small and scale strategically: Begin with one or two holidays per month and gradually build your repertoire.

Beyond Traditional Holidays: The Rise of Social Media Celebrations

Unlike their formal counterparts, Social Media Holidays celebrate anything from pizza to pets to wellness routines. Think of them as casual, inclusive invitations to join a global conversation. They’re all about fun, engagement, and fostering a sense of community, making them perfectly suited for luxury hotels seeking to connect with like-minded individuals.

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Download BCV’s Calender of Most Engaging Trending Holidays!

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Harnessing the Power of Playful Days: Benefits for Luxury Hotels

  • Boost Engagement: Trending hashtags and creative content around these holidays can spark conversations, increase likes and shares, and inject vibrancy into your social media landscape.

  • Catalyze Brand Personality: Show the world your hotel’s fun side! Quirky posts celebrating National Ice Cream Day or hosting a sunset yoga session on International Yoga Day demonstrate an authentic and engaging brand personality.

  • Amplify Brand Awareness: Leverage trending topics to get your hotel noticed. Imagine the reach of a beautifully curated National Margarita Day post showcasing your signature cocktails!

Playing Smart: Strategies for Authentic Participation

Remember, successful Social Media Holiday engagement hinges on strategic execution. Here’s how to avoid clumsiness and ensure your participation is sophisticated and effective:

  • Tailor your approach: Don’t force it. If your hotel doesn’t offer burgers, skip #NationalBurgerDay. Authenticity is paramount.

  • Elevate the experience: Go beyond a simple post. Host a bespoke wine tasting for International Wine Day, partner with a local animal shelter for National Dog Day, or offer a limited-edition cocktail inspired by the holiday. Create memorable experiences, not just content.

  • Maintain quality over quantity: Don’t flood your feed. One well-executed post per month is sufficient. Less is more when it comes to crafting impactful content.

Inspiration from the Best: Successful Social Media Holiday Campaigns

Several esteemed luxury hotels have mastered the art of leveraging Social Media Holidays. Take inspiration from:

Barbie Trend at Moxy NYC Downtown

  • Jumping on the trending social media Barbie content,they executed a creative social media campaign the weekend of the Barbie movie release, driving users to stop in and experience their Barbie pop-up at on-site restaurant

Ice Cream Day with Cambria

  • In honor of National Ice Cream Day, they leveraged video content by creating a reel that flips through various ice cream flavors, asking users to screenshot what flavor of ice cream they are, then drove users to their on-property ice cream shops

National Pizza Day with Emmy Squared

  • Supported by enticing creative graphics, they executed a giveaway in honor of National Pizza Day where users tagged three friends and followed the account to be entered for a chance to win a gift card and swag

International Poke Day with Four Seasons Bora Bora

  • With a locally sourced Poke dish on the menu, they organically participated in the social media holiday and showcased their offerings at the resort for guests to enjoy

By embracing the playful potential of Social Media Holidays, your luxury hotel can cultivate a vibrant online community, amplify brand awareness, and ultimately attract discerning guests. So, step into the hashtag jungle with intention, create experiences worth sharing, and let the celebration begin!

Forget “follow for follow” and “like for like.” The Instagram game has changed, and luxury hotels need a new playbook to stay ahead of the curve. But fear not, hoteliers, for this post, is your cheat sheet to navigating the new algorithm and showcasing your dazzling destinations to a captive audience.

So, the burning question: Does your meticulously curated feed still hold weight?

According to Statista, 36.5% of travelers said they used social media to find travel inspiration or ideas. The trend is more prevalent among young travelers. About 60% of Generation Zers and 40% of Millennials report they use social media for travel purposes.

Many of these travelers might plan entire trips around specific destinations or activities they found on social media — especially if they saw it on their favorite influencer’s profile. Instagram and Facebook are especially influential platforms — 46% of Gen Z travelers say Instagram influences their travel decisions, while 50% say Facebook.

From Feed to Feature: The Algorithm Unveiled

Gone are the days of a single, monolithic Instagram algorithm. Today, it’s a complex, ever-evolving beast with different ranking signals for each surface: Feed, Stories, Reels, and Explore. Think of it as a multifaceted jewel, each facet reflecting a different aspect of your brand.

  • Feed: Still your digital storefront, but its purpose has shifted. It’s about reinforcing existing connections with your audience, showcasing the best of the best from your content library. Think of it as a curated highlight reel, not just a chronological timeline. The feed includes content from accounts you follow and new-to-you accounts the platform thinks you’ll like. The feed aims to get you caught up on the “best content published” since you last opened the app. Ranking signals include your past feed activity (including content formats and topics you tend to like), information about the post (like popularity and how other accounts have engaged with it), information about a given account (including how often they’ve posted recently and how others have engaged), past interactions with the author on all types of content.

  • Stories: The ephemeral playground where authentic, engaging content reigns supreme. Prioritize interactions and behind-the-scenes glimpses to build deeper bonds with your followers.  IG prioritizes content that’s most likely to make users engage (i.e., making informed guesses and serving you content from people that you consistently view stories from, your history of engaging with the account’s stories, the pattern of interactions of their other types of content, etc.). Stories include content from people you already follow, so it’s there to reinforce those connections with people and brands you already have a relationship with.

  • Reels & Explore: This is the entertainment arena where freshness and virality are king (and queen). Experiment with video formats, collabs, and trending topics to reach new audiences and spark wanderlust. This part of the algorithm focuses on new-to-you accounts that Instagram thinks you’ll enjoy– primarily from an entertainment perspective. The algorithm considers how you’ll probably interact with the content based on past activity. When ranking Explore posts and reels, the algorithm considers how likely you are to like, save, or share a post based on your past activity.

Pros & Cons: Navigating the New Algorithm Landscape

Pros for Luxury Hotels:

  • Focus on Beautiful Content: Your stunning locations, opulent amenities, and unparalleled service are natural Instagram magnets. This algorithm plays to your strengths, rewarding high-quality visuals and engaging experiences.

  • Tap into Entertainment: Don’t just showcase perfection; create immersive experiences through Reels featuring sunset cocktails, chef masterclasses, or spa treatments.

  • Reach New Audiences: Partner with influencers and experiment with trending topics to broaden your reach beyond existing followers.

  • Deeper Connections: Stories offer a platform for authenticity and interaction, fostering stronger bonds with your audience.

Types of content to favor: 

Video content still trumps all other content formats on IG!  Also, consider that Carousels receive the highest engagement rate (a key ranking signal in the algorithm). User-generated content remains one of the top-performing content formats and has become a must for the hospitality industry. UGC is a great way to find new, original content, serve as a testimonial of sorts, and provide a layer of authenticity to followers (i.e., usually unstaged, not professional or branded imagery).

Cons to Consider:

  • Beyond the Feed: Success now requires mastery of multiple formats, not just a perfect feed.

  • Algorithm Nuances: Understanding the different ranking signals for each surface is crucial for targeted content creation.

  • Constant Adaptation: The algorithm is constantly evolving, so staying informed and flexible is key.

  • Authenticity Matters: Overly promotional content or inauthentic trends can backfire, so focus on genuine storytelling.

Types of content that are disadvantageous

Overly promotional content – users primarily want to be inspired and entertained. While content can occasionally be informational and promotional, we recommend saving these posts to stories or ads, which hold a clear CTA and link to book. Irrelevant trendy or viral posts that are inconsistent with the brand are viewed as “trying too hard”. For format, Landscape imagery is much easier to scroll past. Consider that 92.1% of internet usage happens on mobile phones. That means you want your content to take up as much vertical real estate as possible to engage users.

Benefit or Bust? Why Luxury Reigns in the New Algorithm:

Good news! Your unique selling points are inherently Instagrammable. This algorithm rewards the very things that make your hotel special, providing fertile ground for creative and engaging content.

Think beyond the picture-perfect poolside pose. Create immersive experiences through Reels showcasing sunset cocktails on the rooftop, Michelin-starred chef masterclasses, or breathtaking spa treatments. Partner with influencers to offer unique perspectives and tap into their reach.

Remember:

  • Consistency still counts: Post regularly, but mix it up with formats and topics.

  • Analyze your insights: See what stories and Reels resonate most, then replicate their magic. Pinpoint what made them perform so well. For Reels, check to see which ones reached the most non-followers, which means it was likely served on the Explore or Reels feed. Through IG insights, you can see which posts of yours reached users from the Explore feed as well.

  • Entertain, don’t just sell: Focus on creating captivating content, not just pushing promotions. Keep content creation top of mind to make your brand stand out– this includes creating original content and creating content that resonates with your audience.

  • Encourage “Favorites”: Get your most loyal fans to add you to their “Close Friends” list for prime feed placement.

Luxe Inspiration: Hotels Crushing the Algorithm Game

So, is your Instagram feed still relevant? Absolutely. It’s just evolved into a multi-faceted platform demanding more strategic content and a deeper understanding of your audience’s desires. Embrace the change, unleash your creativity, and watch your luxury haven shine on Instagram’s ever-shifting sands.

THREADS, TEXT-BASED POSTS AND THE EVOLUTION OF X

The one thing that is constant in the social media marketing world is that it is always changing–and at a rapid pace. In recent months we’ve seen the  launch of new platform Threads, a shift in  TikTok’s product update allowing for text-only content, and a rebrand of Twitter to X. These three emerging trends are intertwined and can be seen as new threats to X. Analysts believe the rebrand to X (and doing away with all words associated with the brand, such as “Tweet”) wiped out billions in global brand awareness value. Did it also leave X vulnerable?

TREND #1 | THE SURPRISING RISE OF TEXT-BASED POSTS

Threads and TikTok text might be a reflection of a consumer shift that is bigger than a single platform. Yes, they mimic the simplest of X posts. But another reason we’re seeing more of these simple posts is that people are consuming content at an accelerated pace. And brands can’t keep up. Businesses need to create more fresh content rapidly. Text-based posts are an answer. And the new Threads and TikTok shift are moving to fill that void too.

TREND #2 | VIDEO CONTENT THAT SECURES ENGAGEMENT

Even with the rise of text-based messages, video formats continue to rule. We’re well beyond YouTube, with Reels on IG, the incredible number of TikTok views, and the adoption of video across all platforms. Today, we live in a world where video consumption dominates the attention of consumers. The result has been the ongoing evolution of the types of videos and their formats.

The biggest change in the last few years has been the advent of short videos. Due to brief attention spans, the ideal video duration now falls within the range of 21 to 35 seconds–and getting shorter. By tailoring your videos to fit within this timeframe, you can boost completion rates, ensuring better absorption of your message and increased engagement.

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Download BCV’s influencer collaboration checklist for all the activation tools you need to succeed ➜

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TREND #3 | ALL IN ON AI

AI is becoming integral to the functionality and growth of social media platforms. AI integrations are enabling platforms to deliver more personalized, engaging, and secure experiences to users, while also supporting their business models through more effective advertising and data-driven insights. Below are some ways that social platforms are leveraging AI to shift their products and user experience.

Meta | Content Recommendation and Personalization: Meta uses AI algorithms to analyze user behavior, preferences, and interactions with content.

Snapchat | Ad Targeting: Snapchat’s advertising platform uses AI algorithms to deliver ads to users who are most likely to engage with them based on their behavior and interests.

LinkedIn | Job Recommendations: AI algorithms on LinkedIn recommend job listings to users based on their skills, experience, and job preferences.

Universally, platforms are leveraging AI to enhance the business, creator, and consumer experiences. Smart Feed and Content Recommendations personalize feeds, helping users researching luxury properties find the next layer of content on their journey. Also important for hotels, messaging, and chatbots suggest responses to messages and connection requests, which save users time and make communication more efficient. With much of the luxury travel global, Language Translation helps users communicate with people who speak different languages. And that’s just the beginning. Expect to see more features introduced at a quick pace. But also expect the expertise of humans to step into all of the AI-generated products to keep the content and conversations authentic.

TREND #4 | SOCIAL HASHTAGS AS A SEARCH ENGINE

Move over, Google. In 2024, we anticipate a persistent trend where social media platforms solidify their position as the primary and preferred search engines. Instead of keywords, Hashtags drive discovery by categorizing and organizing content, making it easier for users to find posts related to specific topics or interests. Or trends. Because the #hashtag is also an indicator of velocity that is important to those who want to see what’s hot.

When users click on or search for a hashtag, they’re presented with a feed of posts that include the trending content associated with that hashtag. This allows them to explore and engage with content that aligns with their interests, even if they don’t follow the account that posted it.  Additionally, popular hashtags can increase the visibility of a post, as they may appear in trending or explore sections, reaching a wider audience and driving more discovery.

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On-Demand Webinar: Maximizing the Power of Influencer Marketing for Hospitality ➜

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EXCITING TIMES FOR EXPLORERS 

The constant evolution of social media trends and products, and improved intelligence, has elevated the luxury social media experience. Consumers are served ever-more accurate information. They are guided through the journey, picking up details at every stop. Creating content in the current formats and connecting it to the consumption habits of your audience will let their discovery process lead to your property. Try a text-based post. Then tell the story in a video.  And don’t be afraid to ‘hashtag hi-jack’ a trend that is relevant to your property or location!

BCV keeps a constant pulse on emerging consumer behaviors across the digital landscape to understand the impact on travel. Read more about the latest social media updates and trends in our August report.

Learn about the necessary planning to move forward with any influencer activation.

BUILDING A VIDEO STRATEGY FOR MULTIPLE PLATFORMS

When you have a video to share you have two options. First, you can post the same video on every channel. But that’s not very strategic. Instead, use the tools provided by each platform to customize your video and tailor it to what type(s) of video content performs best on those platforms.

Facebook, Instagram, TikTok, YouTube, LinkedIn, and Twitter all have intelligent targeting. Additionally, let’s not overlook YouTube – since it’s a Google platform product, you can use target words to catch people during searches.

Expert Tip: Consider your target demographics when you are on the platform. That way you can prioritize for Gen Z, Millennials, Gen X, Boomers, etc., and the platform will do the segmentation. 

Once you have some initial target numbers for your audiences, you can refine them by adding target words. For example, are you a beach resort targeting families? A boutique hotel in the countryside? The unique qualities of your property are rich keyword targets and allow you to put together versions of your video that match your target audience and the platform’s style. Want to take advantage of even more features to customize your video? Add some trending audio from TikTok or IG. Here’s an article on how to do that.

Sounds like a little extra work, and it is. But it is worth it. And here are some stats to encourage you to put some time into your video strategy.

HIGHLY MEASURABLE MEDIA

Instagram videos that are around 26 seconds long receive the most comments.

Media experts have predicted increased video content consumption for over a decade. And they have been right, with actual viewership numbers beating even the most aggressive projections.

In the luxury hotel industry, our data team has also seen a dramatic uptick. With Meta prioritizing video, BCV clients see a 31% lift in engagement from video &  12% increase in click-thru rate when a video is used in ads. When you customize a video for placement on multiple video platforms you get more mileage from the video and learn about all of your audiences.

WHAT IF YOU ONLY WANT TO USE ONE PLATFORM?

Once again, there are two choices, and both involve choosing a target. If you’re like most properties, you have your core audience and your emerging audiences. Which of these audiences do you most want to be watching the video? If your priority for video is a Gen Z demographic, then you will focus on TikTok. Gen X watches videos on Instagram. And Boomers are mostly focused on Facebook. That said, if you want to straddle a couple of demographics, say, Boomers and Millennials,  Facebook and Instagram are both owned by Meta and will be your best bet to easily reach those audiences with slightly customized video content.

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Learn how Instagram Reels helped the Four Seasons Hotel showcase the brand’s identity and share its unique stories ➜

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VIDEO FORMATTING CONSIDERATIONS

It is no surprise that each social network has unique video formats. Tik-Tok and Instagram videos should be in a vertical size. The ideal length is 15-30 seconds. Because these are short, you must catch users’ attention within the first 3 seconds, or you’ve lost them. Facebook is more flexible in its format, and videos can be a combination of horizontal, square, and vertical. For Facebook, the recommended length is 15-60 seconds. Just be sure you have enough story to cover 60 seconds.

BEING ON-BRAND AND ON-CAMERA

As marketers, we put a lot of consideration into preserving and protecting our brands. But with video, those rules become more flexible. Big luxury brands like Waldorf Astoria and Four Seasons have shifted content to be more playful to attract Millennials. There are two reasons for that. First, Millennials spend more on travel than Boomers and GenX! Second, while these younger travelers love luxury, they don’t like things to feel stuffy. And Gen Z wants things even more relaxed in a luxury setting. Video is the perfect way to capture the mix of elegance and escape for these audiences. This slight shift in brand tone is especially important as these videos will appear on TikTok or IG, and they need to feel like they belong.

LIGHTS! CAMERA! ACTION IN THE BOOKINGS DEPARTMENT!

The power of video to connect with people has never been more accessible. Mastering a few simple tools provided by social media platforms makes customizing a video for different audiences totally doable. And if you need some tips on creating great video content, check out our instagram or give us a call!

INTRODUCTION

Audio content has been gaining immense popularity in social media platforms. People are increasingly drawn to the power of sound, as it allows them to consume information and entertainment in a more convenient and engaging manner. Whether it’s podcasts, music streaming, or voice messages, the use of audio has become a prevalent trend in the digital landscape. Of all the different audio formats, perhaps the most powerful involves Trending Audio. In this article, we will explore the various ways in which trending audio is revolutionizing social media and how you can effectively leverage this medium to enhance your online presence.

THE POWER OF TRENDING AUDIO

Trending audio is audio that is growing in popularity and being used repeatedly. Trending audio has the ability to captivate and engage audiences in a unique way–by being popular. It provides an opportunity for content creators to leverage popular sounds and music to enhance their messages and storytelling. Best of all, it is rights cleared for temporary use on the social media platforms. By using trending audio, you can tap into the collective consciousness of social media users and create content that resonates with them. This can help elevate your content and increase its reach and visibility.

HAVE YOU HEARD THAT?

There are several ways to discover trending audio on social media platforms. The easiest way is often overlooked! If audio is trending, you’ll see a tiny arrow next to the sound in a social media post. This arrow indicates that the audio is currently trending and a lot of people are using it in their content. Many platforms also have dedicated sections or features that highlight popular sounds and music. Take advantage of these sections to discover new and trending sounds.

On TikTok, for example, you can browse the “Discover” tab to find trending audio that creators are using. Browse your business account’s IG reel feed regularly. Stay up to date with IGs trend reports as they come out: IG account @creators. Stay up to date by scrolling your Reels and Explore pages.

Monitor user-generated content related to the hospitality industry. Be in tune with industry influencers and collaborate with them when applicable. Influencers and content creators often use trending audio in their posts. By following popular creators in your niche, you can see what audio they are using and stay updated on the latest trends.

Remember, look for the little arrow by the audio’s name.

DEEP TRACKS

Want to explore above and beyond the social networks? Keep an eye on hashtags. Popular hashtags related to music and audio are easy to search and track. Those hashtags will also lead you to discover online communities or forums dedicated to discussing audio trends. These groups focus on predicting trending audio and often call out the tunes used in popular social media posts. To go another level deeper, subscribe to newsletters and blogs that cover music and audio trends.

Of course, luxury hotels are special, and the tracks you use should reflect that. Focus on tracks that evoke a sense of luxury, sophistication, and exclusivity. Also, be sure to select trending audio tracks that align with your content and target audiences.

Affluent travelers will enjoy one ‘travel soundtrack’, while Gen Z or millennial travelers will have an entirely different playlist which will be different from the tracks favored by experience seekers. You can almost hear the different songs for these unique groups, right?

Sometimes you want to follow, but other times you might choose to create the trend. Make the track your own and more engaging by adding your own twist. Use sound effects along with trending audio to create a more immersive experience. Remix or mashup the song and make it yours. One way to do this is to use filters and effects to enhance the audio and make it more dynamic.

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On-Demand Webinar: Making the Most of Social Media Trends for Hospitality ➜

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TIPS & TRICKS

Trending Audio sounds great, but it definitely requires some background to make it work right. For example, many viral Reels songs/audios come from TikTok, and are re-uploaded into Reels so they aren’t easily searchable due to a lack of name/proper credit to the original artist.

Instagram doesn’t provide an easy chart or way to see what songs/audios are trending on Reels. Note – there are limitations with types of IG accounts, so want to be sure you are exploring from your business account. IG has a library of audio created to use for you!

Usually, these songs are cleared for limited use for copyright and royalties. But ensure the audio is from a public account and available for use.

Also, remember that trends on Instagram Reels come and go very quickly, much like TikTok trends, so articles on supposed trending songs/audios for Reels become outdated really quickly.

Most of all, have fun with exploration. After all, there are a lot of topics that are not as exciting to research! And remember that the best way to get a feel for what’s trending in audio is by actively engaging with social media platforms and exploring their features. In other words, listening to great music!

EXAMPLES OF AUDIO FOR LUXURY TRAVEL AND ELITE HOTELS

This audio being used to showcase amazing places for travel reels

This song being used for dreamy and ethereal clips

This audio being used to showcase fun and fast-paced travel

This audio being used for tropical vacations

This audio to share travel tips/tricks