The end of August is fast approaching, and new social media changes are coming alongside the rapidly-ending summer season!
NB: This is an article from Lodging Interactive
Let’s take a look at all the updates that have happened within the past two weeks that will impact hospitality businesses everywhere.
Instagram and WhatsApp Are Getting a Rebrand
Facebook is making its ownership of Instagram and WhatsApp more visible, “rebranding” the apps as “Instagram from Facebook” and “WhatsApp from Facebook.” The “From Facebook” part is already showing up on Instagram, but it reads a little like fine print on the login page. There aren’t any other structural changes aside from this small branding update for both apps.
What This Means for Hotels and Resorts
This may not seem like a big update, but this is likely laying the groundwork for the seamless direct message and chat integration that Facebook wants to set up between the three apps. Most people know, after all, that WhatsApp and Instagram are already owned by the company, so while some legal matters may have something to do with this amidst all the privacy concerns, it could also indicate a bigger integration moving forward.
Facebook Is Expanding Search Ad Placements
Search Ads are being tested in the United States and Canada, allowing advertisers to show ad campaigns in relevant searches that users make on-platform. This placement has been testing since late last year, and it’s slowly rolling out to more advertisers in an expanded test.
Image source: Jon Loomer Digital
Note that search ads must also appear in the newsfeed as sponsored posts. They can appear as a static image or a carousel ad. Right now, it doesn’t seem like advertisers can bid on select keywords, but instead you’ll appear based on keywords on your business’s Page.
What This Means for Hotels and Resorts
Facebook search ads could be a great way to show up in relevant searches, increasing more traffic from users who are seeking out accommodations like what you offer your guests. Facebook hasn’t had something like this before, so it could be a great opportunity. Since you can’t bid on keywords, however, make sure that the search terms your guests are most likely to use are somewhere on your Page.
Instagram and IGTV Desktop Publishing Now Available
Jenn’s Trends spotted a new Instagram feature: Facebook Page admins can upload and publish Instagram and IGTV posts from desktop by using Facebook’s Creator Studio. This also gives users the ability to manage Instagram direct messages through desktop, too. Previously, this was only available through third-party apps or the mobile app. Note that your Instagram account must be linked to your Facebook to take advantage of this.
What This Means for Hotels and Resorts
If you aren’t using a third-party scheduling tool for Instagram and IGTV, you can now use the Creator Studio for free to manage content for these platforms from a desktop. This is much easier for many hotels and resorts to use than a mobile app, and will streamline the process significantly.
Pinterest Rolls Out New Video Features
Pinterest is increasing video capability on the platform by rolling out new features that are designed to help creators better reach their audiences.
New updates include the following:
● An improved, easier-to-use video uploader
● A video tab on platform so users can find video content all in one place
● Lifetime video analytics
● Video pin scheduling
These new features are currently available in France, Germany, and all English-speaking countries. They’ll be rolling out worldwide soon.
What This Means for Hotels and Resorts
Video is a high-engaging medium on all other social networks, and the ability to leverage it well on Pinterest can be a huge asset for hotels and resorts. It will be easy to repurpose the gorgeous video you have of your location, resort, or on-site amenities into a video pin that potential guests will swoon over. If you have these features available to you, take advantage of them now.
Pinterest Releases Story Pins
Pinterest is catching up on some social trends, slowly rolling out Story Pins. The feature is intended to be “immersive,” and will hold multiple media options including images, videos, text, and destination links to the site of your choice. Story pins all need to contain a title cover, and must have a minimum of 2 slides but can have a maximum of 20.
Right now, only select iOS users and brands have access.
What This Means for Hotels and Resorts
Story content is wildly popular across multiple platforms, regularly capturing user interest on Facebook and Instagram. YouTube is rolling out their own version, and now Pinterest is, too. A great use of this feature for hotels and resorts will be to feature different parts of their property like a walk-through, or to tell a story by showcasing the progress of events happening on-property, too.
