TikTok Brand Attention Struggles & Instagram’s New Stories Comments
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:
- 🎯 80% of Brand TikTok Videos Fail to Capture Audience Attention
- 💬 Instagram Introduces Stories Comments
- 📹 2024 Video Trends: Short-Form and Relatable Content Lead
- 🤝 Influencer Collaborations & Values: Key Influencer Trends
- ✨ TIP: Snap Photos Instead of Screenshots
- 🔥 TRENDING - "This and Yap"
📊 STAT OF THE WEEK
🎯 80% of Brand TikTok Videos Fail to Capture Audience Attention
TikTok’s fast-paced, attention-driven environment has proven challenging for brands, with 80% of their videos failing to engage viewers within the crucial first few seconds. Capturing attention immediately is key to success, particularly on TikTok, where users expect quick, visually stimulating content.
For hotels and resorts, this principle is not just limited to TikTok—similar engagement patterns are seen on Instagram Reels. Videos that resonate emotionally with the audience and visually showcase the brand in the first few seconds have a better chance of succeeding.
Key Takeaways:
- Lack of Engagement: 80% of brand TikTok videos fail to grab attention quickly.
- Short Attention Span: Successful videos use fast-paced, visually engaging content.
- Emotional Connection: Content that resonates emotionally performs better.
Impact on Hotels and Resorts: Hotels should focus on creating visually appealing and emotionally engaging content for both TikTok and Instagram Reels to maximize reach and viewer interaction.
🧐 STAY INFORMED
Instagram Introduces Stories Comments
- Story Comments Testing: Instagram is experimenting with allowing users to comment directly on Stories, a shift from private message replies.
- Public Engagement: The new feature will make comments on Stories visible to the public, encouraging more open and communal interaction.
- Increased Interactivity: This update expands interaction on Stories, making it easier for users to engage without sending private messages.
Impact on Hotels and Resorts — Hotels can leverage this feature by encouraging guests to engage with Stories through comments, enhancing visibility and creating more authentic interactions with potential visitors.
2024 Video Trends: Short-Form and Relatable Content Lead
- Short-Form Growth: Short-form video remains the most popular and engaging content format, with users spending more time on bite-sized clips.
- Relatable Content Wins: Authentic, relatable content outperforms highly polished productions, highlighting the importance of connection over production quality.
- Mobile-First: As more video consumption happens on mobile, optimizing for vertical and mobile-friendly formats is key.
Impact on Hotels and Resorts — Hotels should prioritize creating short, relatable, and mobile-friendly video content to better connect with potential guests. This can include showcasing authentic guest experiences, highlighting local attractions, and using simple production techniques that feel genuine and engaging to viewers.
Influencer Collaborations & Values: Key Influencer Trends
- Micro and Nano Influencers: These smaller influencers make up 91% of the market and are seen as more authentic and cost-effective for brands to partner with. They provide more genuine engagement and personalized connections with their communities.
- Influencer Networks: This year, we're seeing more collaboration among influencers from complementary niches. Grouping influencers together can amplify campaign reach and impact across multiple industries.
- Value Alignment: Brands and influencers are increasingly focused on working with each other based on shared values, such as sustainability and social responsibility. This is key to maintaining trust with audiences.
Impact on Hotels & Resorts: Hotels and resorts can benefit from collaborating with micro and nano influencers, as these influencers can connect with niche audiences in a more authentic way. By grouping influencers from travel, lifestyle, and hospitality niches, hotels can create broader, more impactful marketing campaigns. Additionally, aligning with influencers who share the brand's core values—such as promoting eco-friendly practices—can enhance the hotel’s reputation and trust among consumers.
🔥 TRENDING NOW - "This and Yap" - The Trend Bringing Conversations to Life!
First things first: What Does "Yap" Mean?
In modern terms, to “yap” means to talk a lot, often about something of little importance. But today, yapping is all the rage, covering anything and everything under the sun!
What's the Trend?
"This and yap" is a versatile trend where creators showcase their favorite places or activities, celebrating the simple joy of sharing experiences and conversations with loved ones. Its wide appeal makes it a hit with all kinds of audiences. View the trend here: TikTok Video
How Can Hotels + Resorts Leverage This?
- Imagine guests lounging by the ocean or pool, basking in tranquility while letting conversations flow as freely as the waves. "This and yap."
- Picture a lavish dinner spread at your hotel’s F&B outlet—where every bite is as satisfying as the stories shared around the table. "Dine and yap."
- Invite guests to kick back in lounge areas or take in breathtaking views, the perfect backdrop for unwinding and yapping with friends. "Relax and yap."
💡 TIP OF THE WEEK - Snap Photos Instead of Screenshots
Want to highlight a recent 5-star Review or a new award your hotel won? Instead of creating a custom graphic or grabbing a screenshot from your computer, opt to snap a photo instead.
These candid mobile photos give your content a more authentic and relatable feel, aligning with the aesthetic people prefer on Instagram Stories. Real-life visuals resonate more with audiences than polished designs, helping to boost engagement and connect better with your followers.
🔎 WHAT'S HAPPENING AT CASUAL FRIDAYS
- 🏆 Shoutout to our Q2 RockStar of the Month, Kylie, for crushing it with her outstanding performance and embodying our company values!
- Explore the stunning views and vibrant scenes we captured during our recent Content Visit to San Francisco’s iconic Pier 39! 🌉
