Instagram evolves again.The visuals-first social media channel continues to enjoy widespread appeal, with 35% of U.S. adults now saying they use Instagram. When it comes to 18- to 24-year-olds – the next generation of intrepid travelers – a full 71% use the platform.With growth comes change, and the need for hospitality marketing teams to understand and leverage each update.The maturation of Instagram Video and the recent introduction of Scheduled Posts have given marketers fresh storytelling tools and made it easier than ever to craft a well-rounded strategy to attract travelers, create relevant content and build brand loyalty.Here's a look at the current state of Instagram.
What's New with Instagram
While Instagram's recently refreshed logo, reworked tools and updated profiles for businesses are important, one of the most significant changes to the channel has been the increase in video post length from 15 seconds to 60 seconds.Rather than being constrained to quick, quippy bites of video, the longer format allows messaging to be more robust, and incorporate additional aspects of a team’s storytelling strategy.Also relevant for marketing teams, scheduled posts have become far easier to craft and disseminate within the native Instagram platform itself, affording the opportunity to tackle one's content calendar more confidently.
Considerations for a Successful Instagram Video Strategy
- Understand that Instagrammers are a unique group. The type of video messaging that works on Facebook doesn't necessarily translate to Instagram. Instagram users have been image conscious from the start, so production value matters. "Hard sell" advertising can leave a bad taste in an Instagram user's mouth. Trust your storytelling skills. Showcase the soul of your brand, your team, your locale. That's what people flock to Instagram to find.
- Create content that adds value to the lives of travelers. Take the time to think about what types of how-to videos or educational bites you can offer to your potential guests in their travel experiences. One way to get ideas for this content is to interact directly with your users. Start a campaign to get loyal fans of your product to post videos of themselves when visiting your locations and share via social.
- Learn from the data. Scheduled posts make it easy to queue up your photos and videos to go live when they have the best shot and getting the most views. Review the data from your previous posts, shy away from the days and times your posts have struggled, and schedule posts when they'll potentially have the most impact.
- Instagram Video should complement the whole of a brand's content marketing strategy. That said, keep in mind your existing Instagram audience and goals. Are you targeting group business? Courting loyal followers who have followed your feed to get insight into the hotel experience? When you know where these viewers are, you can craft your video content to offer specifics, rather than rolling a reel of generic branding.
Take the Instagram Next Step
Instagram has more than 800 million monthly users and the new, extended video post potential offers newfound flexibility when it comes to conveying your brand's personality.To learn more about how our team helps hotel or resort brands take full advantage of the latest social media evolutions, give the Screen Pilot a shout.BONUS READ: Want inspiration? Check out these ten hotel and resort brands – large and small – that are killing it on Instagram right now.https://screenpilot.com/2018/02/10-hotels-killing-it-on-instagram-2018/
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Instagram evolves again.The visuals-first social media channel continues to enjoy widespread appeal, with 35% of U.S. adults now saying they use Instagram. When it comes to 18- to 24-year-olds – the next generation of intrepid travelers – a full 71% use the platform.With growth comes change, and the need for hospitality marketing teams to understand and leverage each update.The maturation of Instagram Video and the recent introduction of Scheduled Posts have given marketers fresh storytelling tools and made it easier than ever to craft a well-rounded strategy to attract travelers, create relevant content and build brand loyalty.Here's a look at the current state of Instagram.
What's New with Instagram
While Instagram's recently refreshed logo, reworked tools and updated profiles for businesses are important, one of the most significant changes to the channel has been the increase in video post length from 15 seconds to 60 seconds.Rather than being constrained to quick, quippy bites of video, the longer format allows messaging to be more robust, and incorporate additional aspects of a team’s storytelling strategy.Also relevant for marketing teams, scheduled posts have become far easier to craft and disseminate within the native Instagram platform itself, affording the opportunity to tackle one's content calendar more confidently.
Considerations for a Successful Instagram Video Strategy
- Understand that Instagrammers are a unique group. The type of video messaging that works on Facebook doesn't necessarily translate to Instagram. Instagram users have been image conscious from the start, so production value matters. "Hard sell" advertising can leave a bad taste in an Instagram user's mouth. Trust your storytelling skills. Showcase the soul of your brand, your team, your locale. That's what people flock to Instagram to find.
- Create content that adds value to the lives of travelers. Take the time to think about what types of how-to videos or educational bites you can offer to your potential guests in their travel experiences. One way to get ideas for this content is to interact directly with your users. Start a campaign to get loyal fans of your product to post videos of themselves when visiting your locations and share via social.
- Learn from the data. Scheduled posts make it easy to queue up your photos and videos to go live when they have the best shot and getting the most views. Review the data from your previous posts, shy away from the days and times your posts have struggled, and schedule posts when they'll potentially have the most impact.
- Instagram Video should complement the whole of a brand's content marketing strategy. That said, keep in mind your existing Instagram audience and goals. Are you targeting group business? Courting loyal followers who have followed your feed to get insight into the hotel experience? When you know where these viewers are, you can craft your video content to offer specifics, rather than rolling a reel of generic branding.
Take the Instagram Next Step
Instagram has more than 800 million monthly users and the new, extended video post potential offers newfound flexibility when it comes to conveying your brand's personality.To learn more about how our team helps hotel or resort brands take full advantage of the latest social media evolutions, give the Screen Pilot a shout.BONUS READ: Want inspiration? Check out these ten hotel and resort brands – large and small – that are killing it on Instagram right now.https://screenpilot.com/2018/02/10-hotels-killing-it-on-instagram-2018/
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
