In a world driven by consuming and sharing visual information, it has grown to be even more important to find unique and effective ways to engage consumers with our businesses online.

In fact, 96% of businesses report that video positively impacts their performance (2). On that note, research shows that there are around 4.8 billion people who use social media worldwide which equates to almost 60% of the world’s population (5).

**Learning the art of social media can be crucial to maintaining an effective digital presence that converts to offline success.**

We are going to explore some key strategies for businesses (specifically hotels and hospitality) to effectively utilize video content across social media platforms so that they may better engage with potential guests, increase brand visibility, and drive direct bookings.

When a potential guest is consuming video content highlighting your business and all it has to offer, it is creating bonds that facilitate trust and familiarity that would not otherwise exist (2). Focus on storytelling and emotion when creating video content for social media. Keeping this content consistent, consumable, clearly worded, and with clear calls-to-action make way for healthy and successful engagement (2).

In addition to the video itself, it can be extremely beneficial to utilize social media to engage directly with consumers and enhance those mental bonds further with a sense of value and community. It has been found that interactive elements within social media spike engagement and positive emotions due to the gamified feel that it gives users (2).

This kind of interactive content can look like polls, Q&A’s, giveaways, freebies, asking for opinions in the comments, and so much more.

There is even opportunity here for hotels to improve customer service by means of tactful video content usage by delivering clear information in a digestible way to viewers, answering potential questions and alleviating concerns prior to them even visiting the hotel website (3). Giving consumers information up front in a fun and easy way can create a positive and anxiety-free headspace that facilitates decision-making as well as a general desire to learn more about your business.

**Building a community of loyal and engaged customers leads to a strong brand reputation that reinforces your presence offline and in the real world (4).**

Videos that emphasize the safety, utility, and comfort of a space rather than just the business’s logo and a list of amenities offered allow a positive and warm association to be created in consumers' minds. A great way to start is room tours, highlighting a delicious seasonal menu, and advertising specials or sales (4).

An important note here too is capturing content with consistent quality. We do not want our potential clients to see one reel shot on a 5 year old iphone followed by 2 professionally shot ads and 3 more blurry videos. Clear visuals make a professional impression and help to avoid viewer frustrations, therefore maximizing engagement (2). That engagement could be liking and sharing, visiting your profile, sharing with a friend, or best case scenario - they are impressed enough they visit your website to book a stay.

**Compelling content and strategic calls-to-action are key ways that we can ensure an uptick in direct bookings from social media (1)**

It is important to note that each social media platform has its own unique benefits in this regard.

Facebook has a total of 2.96+ billion users worldwide (1) and that sheer number alone makes it important to maintain a presence on Facebook, especially when the number of videos posted to Facebook has increased by 75% in the past decade (3). Facebook is known for having highly targeted advertising options that allow businesses to reach the exact demographics they want to reach (1). 30-second video ads can be highly effective through using these settings to really identify whose eyes you want on what you are showing off (2).

Instagram is an important platform for driving bookings due to its nature of visual storytelling (1). Along with this, there is great opportunity here to take advantage of influencer marketing and user-generated content (1). These kinds of content build credibility and attract different people groups that your original content may not ever reach (5). Your marketing is suddenly in the hands of your happy customers when you encourage and engage with clients’ content. The more eyes you have on your business, the more opportunities for bookings. The more happy customers you have sharing publicly about their stay, the greater chance that they will have a friend who in turn wants to book a stay. These word-of-mouth type conversions are crucial in fashioning dependable and authentic referrals.

TikTok is a beast of its own. It shares many benefits with Instagram and Facebook, such as user-generated content and influencer marketing and a large number of users, but a specific perk of utilizing this platform is an unmatched organic reach and engagement level (1). In 2023, Facebook’s organic reach was 5.2%, while TikTok’s was a staggering 118% (1). There is great opportunity for diversified and expanded traffic toward your profile and even your website. Along with a great chance for widened visibility, recent studies suggest that 60% of TikTok users have a newfound interest in traveling to new places after seeing them in TikToks (5). What if one reel ends up being the reason that 25 people view your website? And what if that converts to 5 of them booking vacations at your hotel? Take advantage of this notion when posting content.

People want to see beautiful spaces, and visit new locations.

Convince them that YOUR hotel simply must be their next destination.

While using video content for paid advertisements may thrive best on Facebook and unpaid organic content followed by user-generated content may bring in the most business and engagement on TikTok, one thing is for certain; regardless of the platforms that you choose to use, employing well-crafted video content to be the face of your business online on social media is always going to open up greater opportunity for building up engagement, increasing visibility, and resulting in more and more bookings.

Invoke emotion. Draw connections. Create trust. Tell a story.

. . .

Invoke emotion. Draw connections. Create trust. Tell a story. . . .

**Successful video content eliminates stagnance, enriches the visual experience, and drives consumers to thoughtfully consider what you are showing them.**

If you are looking to enrich your online presence as a business owner by effectively utilizing videography on social media, I would love to partner with you in capturing and cultivating your video content.

You know where to find me.

Stay tuned for more.

Sources:

(1) How to Leverage Social Media to Increase Your Hotel Direct Bookings

https://www.cartstack.com/blog/leverage-social-media-increase-hotel-direct-bookings/

(2) Level Up Your Video Marketing Strategy: The Ultimate Guide

https://www.banzai.io/blog/video-marketing-strategy-guide

(3) Hotel Video Marketing and Hospitality Video Production

https://www.siteminder.com/r/hotel-video-marketing/

(4) Social Media for Hotels: Everything You Need to Know (2024)

https://www.travelmediagroup.com/social-media-for-hotels-everything-you-need-to-know-2024/

(5) Exploring Social Media Marketing in Hospitality Industry