So you have been tasked with being responsible for running your hotel’s Facebook and Instagram (aka Meta) accounts, you have a social media plan and have read the brand guidelines, but you’re just not sure if you’re doing this right. What’s the secret sauce? Here are some strategies for both Facebook and Instagram
NB: This is an article from Cogwheel, one of our Expert Partners
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Instagram Strategies
Personal vs Business Account: Setting up the account with all relevant information from the get-go will help. Is your account a business account? A business account will allow you to view insights on your audience and content performance, run ads or boost posts, feature contact buttons with CTA, and help to optimise for growth. Tip: Utilise Linktree to showcase multiple links to your website, other social media profiles, specific landing pages, and more in one centralised place.
Post Captions: When posting, have a little fun with the captions. Keep them short and sweet. You can use AI for some ideas, but definitely keep usage at a minimum because it can read very robotic or too descriptive. Instagram also truncates captions after approximately 125 characters or around 2-3 lines of text, so prioritise the first 125 characters, which is especially important for feed posts. Incorporate emojis if it fits your brand guidelines.
Location Tagging: Always tag the location you’re in, as it makes the post visible on that location’s dedicated page within Instagram (ie, Los Angeles, Hotel Name X LA, etc.). Also, Instagram’s algorithm uses location data to suggest relevant content to users, so this increases the chances of your post appearing on the Explore page. Tip: Create an “Instagrammable” spot and encourage people to tag your location.
Content: A mixture of professional photography and user-generated content (UGC) keeps your feed fresh for followers, as well as helps to stay relevant. To promote your brand voice or hotel culture, post photos of team outings, team members in action, etc. Tip: Give your camera lens a quick wipe before shooting. It’s a common culprit for blurry photos!
Hashtags: Utilise hashtags as they become clickable links within the platform. It allows users to search directly for hashtags using Instagram’s search bar, so posts with relevant hashtags can be discovered even if the user is not following your account. Some examples: #travelincalifornia #vacationspot #hotelphotographer #hotelphotography #travelphotos #getawayideas #hilton #marriott #(whatever sub-brand you’re a part of) #hotelroom. Once you start thinking of hashtags, other ideas will come to mind. Tip: Avoid excessive and irrelevant hashtag use; Instagram might detect it as a spammy behaviour and even place a “shadow ban” (which makes your content undiscoverable). It’s best to select 3-5 hashtags that accurately describe your post.
