Instagram Expands Carousels & LinkedIn’s Video Surge
Welcome to the latest edition of Smart Hotel Marketing. Dive into the latest trends and insights that can help elevate your hotel's marketing strategy and stay ahead in the competitive hospitality landscape.
In today's newsletter:
- 🤖 Generative AI Reshapes Social Media Authenticity
- 📸 Instagram Doubles Carousel Capacity
- 🎥 LinkedIn’s Video Content Surges
- 📱 TikTok Unveils App Center for Streamlined Business Marketing
- 🔒 LinkedIn Launches Page Verification for Businesses
- ✨ TIP: Three iPhone Camera Settings for Better Videos
- 🔥 TRENDING - "Boots and a Slick Back Bun"
📊 STAT OF THE WEEK
🤖 Generative AI Reshapes Social Media Authenticity
According to Hootsuite’s ‘Social Trends 2024’ report, the rise of generative AI is pushing brands to rethink what authenticity means on social media.
As AI becomes more integrated into marketing workflows—86% of marketers plan to use it for tasks like editing text and generating images—there’s a growing tension between efficiency and maintaining a genuine connection with audiences.
However, consumer trust is wavering, with 62% of users less likely to engage with content they know was AI-generated.
Key Takeaways for Hotels & Resorts:
- Balance AI Use: While AI can streamline content creation, hotels must maintain a human touch in their content to build trust.
- Know Your Audience: Understand how your audience feels about AI, and use it strategically to enhance, not replace, authentic engagement. While Gen Z is more likely to support and trust AI, Baby Boomers are not.
- Implement AI Best Practices: Develop clear guidelines on AI use to ensure content remains aligned with your brand’s values and standards.
🧐 STAY INFORMED
Instagram Doubles Carousel Capacity: Share Up to 20 Frames in a Single Post
- Carousel Expansion: Instagram has expanded its carousel feature, allowing users to add up to 20 photos or videos, doubling the previous limit.
- Enhanced Flexibility: This update allows hotels to showcase detailed content, such as destination highlights or thematic stories, more easily in a single post.
- Presentation Options: Instagram is also testing text overlays and variable image formats within carousels for enhanced presentation.
Impact on Hotels and Resorts — Hotels and resorts can use the expanded carousel feature to share more comprehensive stories about their hotel and destination. By using up to 20 frames, they can create engaging content that captures the attention of potential guests, making it an excellent tool for showcasing the full experience of a stay.
Key Takeaways from LinkedIn's Q4 2024 Earnings Call: LinkedIn’s Video Content Surges
- Video Growth: Video is now the fastest-growing format on LinkedIn, with uploads up 34% year-over-year, reflecting increased member engagement.
- Content Volume: LinkedIn reported that its users share 1.5 million pieces of content every minute in the app.
- AI-Enhanced Premium: Premium sign-ups surged by 51% due to new AI tools that enhance user experience.
Impact on Hotels and Resorts — Hotels and resorts should capitalize on LinkedIn’s video growth by incorporating more video content into their B2B marketing strategies to reach a more engaged audience. We've been saying it for a while, LinkedIn presents a great opportunity for hotels in 2025.
TikTok Launches App Center for Business to Streamline Marketing Efforts
- Integrated Tools: TikTok’s new App Center allows businesses to integrate third-party tools directly into the platform, making content creation and management easier.
- Optimized Marketing: The center supports ad creation, campaign management, and analytics, helping businesses improve their TikTok marketing strategies.
- Enhanced Access: Businesses can now access essential marketing tools within TikTok, simplifying the process of optimizing their presence on the platform.
Impact on Hotels and Resorts — The TikTok App Center for Business could streamline efforts for hotels and resorts looking to tap into the emerging platform. The App Center simplifies content creation and campaign management, allowing for more effective marketing strategies.
LinkedIn Launches Page Verification for Enhanced Trust and Credibility
- Verification Badge: LinkedIn now offers Page Verification to confirm a company’s identity, adding a verification badge to the business’s profile.
- Increased Trust: This feature helps build trust with customers and partners by ensuring the authenticity of the company.
- Microsoft Partnership: Verification is done through a partnership with Microsoft Entra, enhancing the security and reliability of business interactions on LinkedIn.
Impact on Hotels and Resorts — Hotels should consider verifying their LinkedIn Pages to enhance credibility and build trust with potential guests and business partners. Verified Pages can help stand out in a competitive market, fostering stronger relationships with their audience.
🔥 TRENDING NOW - "Boots and a Slick Back Bun" TikTok Trend
This week, we’re highlighting a TikTok trend where people use a catchy tune to showcase outfits or activities, with phrases like “hoops and a black short dress” or office-related examples like “12 pitches and no sales.” Check out an example here: TikTok Video.
What's the Trend?
Groups chant outfit descriptions or daily activities to a catchy tune. This format invites creative interpretations, making the trend humorous and engaging.
Why it Works?
The trend blends creativity with relatability, allowing people to showcase everyday items in a fun, musical way. The repetitive chant makes it memorable.
How Can Hotels + Resorts Leverage This?
Hotels can engage guests by featuring staff in playful videos showcasing unique offerings. Consider these ideas:
- Signature Cocktails: Have a star staff member hold a cocktail and chant, “white polo and a frozen drink,” to highlight your most delicious cocktails.
- Spa Services: Feature a spa staff member with, “silk and a soft skin serum,” to highlight spa treatments and services.
- Room Highlights: Show a staff member chanting, “fluffy towels and a comfy bed,” to emphasize room amenities.
These videos will entertain and subtly promote your hotel’s features while showcasing staff behind the scenes, adding a personal touch to your content.
💡 TIP OF THE WEEK - Three iPhone Camera Settings for Better Videos
- Resolution: Set your iPhone to record in 4K at 30 fps for smoother, high-quality videos.
- Formats - Camera Capture: Choose “Most Compatible” for better video quality, which is ideal for editing and color grading.
- Format - Video Capture: Use ProRes LOG on iPhone 15 Pro for cinema-grade color and dynamic range.
🔎 WHAT'S HAPPENING AT CASUAL FRIDAYS
- One of our account teams recently visited a Los Angeles hotel partner, capturing stunning visuals of the hotel, its holiday amenities, and iconic LA spots like Manhattan Beach and Venice. 🌤️
- The team was off in Sacramento, creating content around a new state-of-the-art virtual golf simulator for one of our partners.
