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.
────────────────────────────────────────────────────────
On-Demand Webinar: Making the Most of Social Media Trends for Hospitality ➜
────────────────────────────────────────────────────────
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
88% OF CONSUMERS SAY BRAND AUTHENTICITY IS KEY WHEN CHOOSING BRANDS
And 46% would pay more for a brand they trust. For many consumers, brand authenticity takes into account: genuine concern for their customers; an appreciation for their employees; clear and public sustainability goals; a deep, unfettered connection with the local community.
The internet heard this cry for authenticity.
BeReal is a terrific example of shifting social media paradigms, wherein users are on a quest for authenticity in our over-edited and curated digital world. With monthly users increasing by 300% in 2022, BeReal is proving to be a huge success.
And while we aren’t ready to take the BeReal plunge and recommend that our clients use the platform, we do look to their numbers as evidence of the huge upside to authenticity. Beyond that, there are tremendous opportunities for target audience insights and creative trends to be gleaned from checking in on BeReal.
HOW TO BUILD BRAND AUTHENTICITY ON SOCIAL
Some of the most powerful social campaigns are based on the principle of authenticity, something that many users feel is lacking in today’s over-edited and curated digital world. Here are several ways that a brand can be authentic..
1. BE RELATABLE
Publish content that resonates with your core audiences. Content that appeals to everyone appeals to no one.
2. JOIN THE CONVERSATION
The comments sections are where relationships are built. Make fans feel seen by responding in your comment section.
3. COLLECT AND POST UGC
6/10 consumers agreed that UGC was the most authentic form of content on social. Posting UGC provides social proof and authentic experience representation to other potential customers.
4. COLLAB WITH AUTHENTIC PARTNERS
Some influencers/creators are seen as more “authentic” than others; Partner with nano or micro-influencers with dedicated audiences or other accounts that make sense for reaching your core audience.
HOW BEREAL WORKS: THE BIGGEST HOOK IS THE 2-MINUTE POST WINDOW
On BeReal, users are encouraged to share unfiltered and unedited photos, with an asterisk indicating if the photo was taken within the two-minute time limit.
Here’s how it works:
-
BeReal sends users a notification at a random time of day, prompting them to post within two minutes using both front and back cameras to capture their face and environment.
-
Users who forget or opt out of posting that day cannot view their friends’ posts, incentivizing daily posting.
-
By publishing relatable content, joining conversations, and collecting and posting user-generated content, luxury hotels can build brand authenticity on social media.
OUR RECOMMENDATION: INSPIRATION, NOT EXECUTION
Overall, BeReal offers a fresh approach to social media that emphasizes authenticity and real-life moments. For luxury hotels looking to showcase their brand, BeReal seems to provide a unique opportunity to connect with their audience and build a loyal following. However, at this point, there are too many limitations on the BeReal platform. It is best used for inspiration and trend-tracking. Luxury hotels can create relatable content, join conversations, and showcase user-generated content by utilizing the platform’s features and principles. Additionally, by playing around with dual cameras and other BeReal novelties on other platforms, luxury hotels can tap into BeReal’s culture and build brand authenticity in new and exciting ways.
They say that a picture is worth a thousand words, which for brands, is especially true when it was taken by someone else.
The use of user-generated content, or “UGC,” by brands has been rapidly increasing largely due to the fact that UGC adds a sense of authenticity to a business’s social content and creates much higher engagement than traditional branded content.
Reposting UGC may not be successful for all industries, but it has proven to be an important tactic for travel and hospitality. In fact, out of 50 active hospitality brands on Instagram, roughly 45% of all content published is UGC. This proves that hotels have experienced the power of UGC and have witnessed that sharing guests’ content increases trust, brand awareness, and engagement.
When hotels utilize UGC, consumers become more involved in their business. It’s a simple strategy that allows marketers to simply “amplify the love,” that consumers share on their own personal social networks and thus draw others to the brand. When customers become involved with a brand, loyalty to the brand will also increase—especially among millennials. In fact, forty percent of Millennials admit that they rely on UGC to inform their own travel plans making it not hard to believe that 72% of users post to social media to share their vacation or hotel experiences.
Put Into Practice
Hotel del Coronado, a client of BCV, wanted to establish their Instagram account as the “go-to” platform for showcasing the property and its offerings, and as a way for the hotel to show appreciation to the local community. By proactively sharing UGC content paired with short and aspirational copy two to four times a week, Hotel del Coronado’s Instagram following grew by over 16K followers in a little over a year and was recognized as one of the top ten most Instagrammed hotels by Condé Nast Traveler.
It’s worthwhile to note that UGC is also extremely cost effective. Instead of having to pay for advertisements or influencers, companies have the option to simply repost content shared by consumers in an effort to share real-time positive experiences. So, not only is UGC a more affordable option, it is also content that is preferred by consumers. Talk about a win-win.
UGC isn’t a panacea, though. Always remember that social is about building and maintaining relationships. In an article published by Skift, Suzanne Cohen, brand director of North American marketing for W Hotels, said: “it’s not just enough for hotels to feature UGC, but it’s crucial to also maintain a continuous dialogue with guests through social media channels.”
The bottom line? People trust people. Hotels are taking advantage of UGC and allowing guests and potential guests to take a peek into another traveler’s genuine experience, not one that is a paid advertisement or a posed marketing shot.