Not only have platforms and the time consumers spend on them advanced, in addition to the newly launched and viral platforms taking center stage, but social media users are also behaving differently online, as they look for different entertainment and travel opportunities. As a consequence, your social strategy must also adjust if you want to stay relevant.

It's imperative for hoteliers to diversify their platform content to reach multiple audiences, as the next phase of social media brings a lot more opportunities to drive transactions and sell products and services. Don't forget, due to the average age of users changing on each platform, it's even more important to understand the impact of "Meta," the younger generation focused TikTok and similar platforms.

Evaluate your social strategy by understanding the following 5 points about business in today's social media world:

  1. Platform mix

  2. Content format

  3. Paid strategy

  4. Social commerce

  5. Preparing for the future

Platform Mix

The decision of Facebook to rename itself "Meta" as an indication of a deeper focus on the Metaverse, received a lot of buzz in 2021. Not covered as much, was the fact that core Facebook audiences are aging out.

Yes, younger social media consumers spend more time on Instagram (also owned by Meta), but also scroll and create content for Snapchat, TikTok and increasingly niche platforms such as Twitch and Reddit. If you think these alternative platforms are simply for "millennials," you may be on to something, but don't forget that the oldest millennials have already turned 40 - hardly a consumer group with low buying power; one you can't afford to ignore. While Facebook (the platform) is still relevant and offers unparalleled paid targeting options, begin to embrace the future, and experiment on emerging platforms, each requiring a very different approach to content.

Content Formats

When it comes to platform diversification, there's a level of education hoteliers must develop to understand effective advertising strategies on Facebook, Instagram and WhatsApp, even as they all fall within the newly established Meta universe, plus the ever-evolving new platforms.

Platforms such as TikTok, Snapchat and Instagram Reels, work very differently than Facebook or "traditional" Instagram posts. They follow a "stories" format, where the content is presented as a series of photos (or videos) that need to be thematically connected. This content is presented in vertical format, which makes it much more challenging to cross-utilize content, or repost the same video from your Facebook page.

Most brands are not great at "telling stories," which is why so many of them lean on content creators or influencers for help. The next evolution of content on social platforms will focus on augmented reality and virtual reality. Apps such as "Wander" on Oculus, are already being used by travelers to learn and have a better sense of a potential destination. Related, it's certainly not challenging to see how site inspections for meeting planners will benefit from this experience, or leisure visitors will be able to get a much better understanding on what to expect on or around your property. Those marketing teams taking the time to learn, create and edit their social content in real time, continue to have an advantage over the slow-to-adopt competition.

Once you realize the potential for revenue boosts in social, remember it's easy to try and grow quickly, eventually spreading yourself too thin. All brands should have some sort of presence on multiple platforms, each with its own specific means for targeting new or existing customers. However, it's important to understand which apps your target audiences are spending time on their devices, and develop platform-specific content for each space, in both organic or paid posts. There is no one-size-fits-all approach that will look professional on all platforms. This means literally shooting content in multiple formats and frames to fit perfectly in the window of your user's device, and directing the action specifically for that platform's audience.

Paid Strategies

It's no longer a secret: the most powerful aspect of social media is not "getting likes" or "growing fans," but reaching very specific audiences through the incredibly precise targeting options social platforms, especially Facebook and Instagram, offer. Yet, few hospitality businesses effectively use all of these available targeting options.

Large properties should build retargeting campaigns that move potential guests through the funnel, and lead them from inspiration to conversion. One way to achieve this is to start with short-form video content that intrigues the target audience. Those consumers who view the content will be retargeted with a follow-up that includes more information about the property, and potentially an offer to book now.

The structure of these campaigns might be too complex for smaller properties, but even those independent companies should consider a minimum use spend. Custom audiences and lookalike audiences are a very cost-effective means to message potential future guests. With all the changes happening in social media, some of the targeting options might not be available for much longer, making it even more important to take advantage of them now.

When it comes to social, it truly is about developing strong content and engagement from followers, while utilizing that same, strategically created imagery to entice new audiences to consider your property for their personal or business travel. Understanding trends, and knowing where your paid advertising is reaching will help effectively build those audiences and increase bookings.

Social Commerce

For a long time, social media has been seen mainly as a tool for brand building and occasionally, faster access to customer service. The next phase of social media will bring a lot more opportunities to drive transactions and sell products and services to both current followers and potential guests.

The US market lags behind when it comes to selling products through social media. However, that is about to change. Throughout the pandemic, social commerce has accelerated significantly. Within the travel industry, the easiest way to drive sales through social media is by upselling. Using data from transactions, hotels can promote highly targeted offers to guests who have made a reservation, and offer them paid upgrades or deals with partners, including attractions or restaurants, on Instagram or Facebook. Savvy hospitality marketers will realize the tremendous opportunity to run these promotions as co-op programs, with partners that pay the advertising bill.

But to really see what the future will be like, simply look at countries like China or Brazil. There, brands and influencers sell products worth billions using social shopping content through product endorsements (or placements) or during live streams. While this tactic may not be mainstream in the US, it is a large growth opportunity in the near future.

Preparing for the Future

Around the world, social platforms, most notably Facebook, face increased scrutiny and a threat of regulation. Nobody questions the power of those networks, but with great power comes great responsibility; the court of public opinion increasingly finds these platforms have not done enough to stop the spread of misinformation, curb cyber-bullying, be more transparent about the algorithms that prioritize content, or better protect users' privacy.

Meta is also making changes to reduce the constant scrutiny it receives, by eliminating certain targeting options on its advertising platform. Targeting keywords in "sensitive categories" related to health, race, ethnicity, political affiliation, religion and sexual orientation, will be removed, thus making it more of a challenge to target potential visitors who fall within those audience categories. There are still plenty of other targeting options, but the policy change is a reminder about the importance of first-party data, which is information and insight that advertisers generate from a direct relationship with consumers, e.g., by gathering emails through websites linked through your social accounts.

The changes in social media will only accelerate in 2022. With new platforms gaining traction, existing platforms adding features to keep their relevance, and increased political pressures, marketers will need a more strategic approach to social media. But a strategy alone is not enough. Equally important is building up the capabilities needed to succeed in the new environments by testing potential opportunities - be it new channels, new content formats, new ways to engage with social communities or new ad targeting options for paid social. For a small investment in time (and some money) the potential return is huge: more relevance, more sales and more loyal guests for years to come.

By Martin Stoll Founder & Chief Executive Officer, Sparkloft Media