Instagram has taken the social sharing world by storm and this visual platform is not about to slow down, so it’s time for you to determine how your hotel can get with the picture, literally.
Pictures are worth a thousand words
Before I get into what you should be doing, I think it’s important to know why you should be doing it. With all of the social media platforms placing such an emphasis on photo sharing it is no wonder Instagram grew in popularity so quickly — it was the fastest social media network to hit 100 million monthly active users! With 8500 likes and 1000 comments a second, it is obvious that this social sharing network can be very influential. When Facebook purchased the photo sharing app in 2012, founder Mark Zuckerberg said, “Providing the best photo-sharing experience is one reason why so many people love Facebook, and we knew it would be worth bringing these two companies together.”
Let’s face it, we live in a visual world where judging a book by its cover is the norm. With Instagram, you have the ability to control how your “book” is judged. Therefore, Instagram should be incorporated as a part of a hotel’s marketing strategy, working in unison with all channels and presenting a brand image that is appealing to your market. Yet, just like any hotel marketing campaign, Instagram requires a thoughtful strategy to ensure that it is used effectively.
Follow these 6 tips to ensure that your hotel effectively utilizes Instagram to capture and engage with your target audience.
Snap Your Way to Social Media Success
Where to begin? Start looking at relevant content that is already on “the gram,” which can help you generate your own unique ideas. Take a look at what your competitors are doing. What photos are they posting and what kind of engagement are they getting? Additionally, search your hotel name using a hashtag to see if anyone has already tagged your hotel in a photo on Instagram. For example, although The Emily Morgan Hotel – a DoubleTree by Hilton does not have its own Instagram account, several guests have documented their stay at the hotel and ensured that it was searchable by using the hashtag #emilymorganhotel in the caption.
Photos of the Hotel
It is important to keep in mind that the photos that your hotel shares should be completely unique and true to your property’s personality. If your hotel is in the middle of downtown Chicago your content is going to be completely different than a hotel that is in the midst of a mountain range. As with all social media outlets, Instagram allows the hotel an opportunity to put a face to the hotel. Based on the content that you are sharing you can enhance your hip and trendy image or confirm your hotel as a peaceful, quiet retreat.
|Morgans Hotel Group highlights their restaurant by snapping beautiful foodie photos
Share a behind-the-scenes look at your chef preparing a meal
An iconic tourist attraction in Los Angeles
As with any marketing strategy, staying active on Instagram is key! Instagram should be included as a regular update for social media and requires a proactive strategy as well as daily management. Also, the hashtag is your friend! It will make your content searchable, creating a viral effect that will extend your reach among Instagram users.Interact with customers – Use Instagram to engage with customers by hosting an Instagram contest or asking users to vote on their favorite Instagram photo. W New York – Times Square recently took Instagramming to a new level by organizing an exhibit in their lobby with only Instagram pictures! Check out their great collection of photos.
The Instagram Effect
Social media is a great way to reach your clients on a personal level, so it is important for hotels to stay current with the new social media trends. Although you may not see an immediate increase in revenue, Instagram provides an outlet to enhance the brands personality and a way to better relate to and connect with guests. Instagram should be factored into a hotels overall marketing campaign and with regular attention, interesting content, and a creative mindset, the marketing benefit will be seen in the long run.