The last two weeks had some big news in the social media world, with everything from access to new APIs being rolled out to features that give users new ways to shop on platform. There’s a lot to cover, so let’s dive in to look at all the social media changes affecting hotels and resorts happening now.
Instagram Announces New Nametag Feature
Instagram has just announced a new feature called “Nametag, which makes it easier for users to follow and request to follow people in person. It works similarly to QR codes, and users will scan your Nametag in-app in order to see the option to follow you.
The easier it is to get your guests to follow you, the more likely it is that they will. A quick test revealed that users can scan Nametags that are on printed paper, computer screens, and more. Print yours out according to scale on any signage that you have asking guests to follow you or share UGC, or consider adding it to certain emails like what guests receive right after they make a booking.
LinkedIn Rolls Out Dynamic Ads to All Advertisers
LinkedIn has officially rolled out its own version of dynamic ads through the campaign manager. These ads are personalized based on the information publicly available in users’ profiles and utilize templates of information to create highly relevant ad campaigns to each individual user seeing the ad.
LinkedIn is often overlooked by hotels and resorts, but if you’re targeting B2B employees who need lodging while they travel for work, events looking for conference rooms, or even businesses looking to book rooms for their employees, it’s a great option to keep in mind. The personalization of dynamic ads will let you scale your campaigns to massive levels very quickly, potentially maximizing success on platform.
Twitter Prioritizes Live Video
Live video streams are now prioritized by Twitter and the platform has stated that live broadcasts are going to be featured at the top of your timeline.
If you’re on Twitter and want to get more visibility for your Tweets, find new ways to go Live. Broadcast events you’re hosting at your resort, news about any specials that you have, or have a Q&A live about what to do on your next visit with viewers (and always with a few questions ready to go).
Twitter Offers Audio-Only Broadcast Feature
If you’re feeling stumped for more ways to go live, note that Twitter has just launched audio-only broadcasts on both Periscope and Twitter for iOS. There’s a good chance that these live audio broadcasts could be given priority in the timeline, too.
More live content is always a plus, but there’s a good chance that video will still be prioritized by both Twitter and the guests that you’re trying to reach. Especially for hotels and resorts, utilizing the beautiful backdrop of your actual location (be it the lobby or a waterfront view) is a good strategy whenever possible. Use audio sparingly as appropriate, and focus more on live video.
Shoppable Snap Ads Roll Out to Everyone
Snapchat has just expanded their shoppable snap ads accessible to all advertisers through the self-serve ad platform. All advertisers can now create, upload, and advertise product catalogues that work similarly to Instagram’s shoppable posts. They also improved their tracking pixel so that advertisers can target users based on more specific on-site actions.
If your hotel or resort sells any type of physical goods– including small items you want to push like novelty picture frames or clothing– this new ad format could be something to test out. Based on the user demographics, many businesses will likely benefit more from using Shoppabe Instagram posts, however, so I’d recommend testing those out before moving to Snapchat ads.
Pinterest Expands Marketing API
Pinterest just announced that they’re opening their content marketing API to third-party influencer marketing platforms. Businesses using these apps will now be able to see how influencer campaigns are performing in terms of key metrics like impressions, click-throughs, followers, and more.
Eight influencer marketing platforms are currently participating in this launch, including: AspireIQ, HYPR, Influence.co, IZEA, Klear, Mavrck, Obvious.ly and Open Influence.
What This Means for Hotels & Resorts
If your hotel or resort is utilizing influencer marketing to increase reach and build trust on Pinterest, this is great news. The apps you’re using will be able to give you more information about how those campaigns are really performing, creating more transparency and insight so you can make well-informed decisions moving forward.
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