Marketing Monday Tip: The Dos and Don’ts of Instagram Stories

Since Instagram introduced Stories in 2016, the platform has
proven to be a successful channel for hotels. We all know that
social media has become pay-to-play. And that the visual aesthetic
of the Instagram feed is key to ensure you are maximizing organic
results. Instagram Stories allows hotels to post in a much more
informal, authentic way – allowing you to share news and updates
with your followers in creative ways that help your property stand
out from the competition. Read on for our quick list of dos and
don’ts for success.

Do: Share authentic, in-real-time content.

Show travelers what a day in the life at your hotel property
looks like using Instagram Stories. Whether it’s a stunning view
or the always popular behind-the-scenes content (like the chef
preparing a meal in the kitchen), give guests glimpses of what they
can expect at your hotel.

Don’t: Share overly-promotional content.

The best Instagram Stories are snapped and shared in real time.
While it’s okay to share a unique special offer or event that you
want people to know about, ensure that at least 75% of the time you
are focusing on more authentic, unplanned content.

Do: Repost user-generated content.

User-generated content is your best friend. Sharing
guest-created Stories shows other users the experience of real-life
travelers. Plus, it reduces the time you have to spend creating
original content. Be sure to encourage guests to tag the hotel’s
account so you can easily repost.

Don’t: Only post user-generated content.

You can’t rely solely on user-generated content. To ensure the
hotel’s unique voice shines through, identify an on-property
social media champion – whether it’s a front desk agent or a
member of the marketing team – who can regularly share authentic,
original content on behalf of the hotel.

Do: Share exclusive social media offers.

Instagram Stories are only visible for 24 hours, so sharing
exclusive social media promotions can create a sense of urgency
that gets your followers to click through to the website. If your
account is eligible for the swipe-up feature (for accounts with at
least 10,000 followers), you can link directly to the booking
engine to make booking a breeze.

Don’t: Promote multiple things at one

Social media attention spans are short. A long story that covers
too many topics or promotions can lead to users “muting” your
Stories – and even all posts from your account. Although Stories
is generally a casual place to share content, it’s important to
ensure that that you don’t oversaturate the feeds of your users
with too much content at once.

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Marketing Monday Tip: The Dos and Don’ts of Instagram Stories

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Marketing Monday Tip: The Dos and Don’ts of Instagram Stories