Which Social Media Platforms Should You Use To Promote Your Business?
By Jennifer Nagy, President of JLNPR Inc.
Social media is a fantastic marketing tool for the hospitality industry, as it allows hotels to connect with their target audiences in a space they are already enjoying and interacting with other brands. Social media is affordable, easy-to-use once you're familiar with the ins and outs of each channel, can be accessed 24/7 and delivers messages to potential customers globally, in real-time. It is changing the way consumers search for and book trips, making it an operational imperative for B2C companies to have a presence on the top B2C-focused social media sites.
Even with new social media channels popping up all the time, Facebook is still king. "There are 1.94 billion active monthly users, with 1.28 billion users logging in daily. Five new profiles are created every second."
Facebook is also popular with mobile users, with "1.15 billion people using Facebook on their smartphones daily".
Take-away: Facebook's user base is steadily growing across all demographics, so there's tremendous potential value for your business on Facebook. Users' shares, likes and comments are akin to a personal endorsement; "86 per cent of Millennial travelers were inspired to book a trip based on content they viewed online," making it important for all B2C hospitality companies (like hotels!) to be active on Facebook.
Take-away: Instagram is a great way to create brand awareness for hotels using visual content, which is more effective at creating an emotional reaction in potential customers, making them more likely to book with your property. Users can also tag your property in their images and videos if you have an account, increasing your views – without you even lifting a finger! Stories are increasingly popular and a great way to share timely information about your promotions with your friends. You can also share videos that you'd like to stay on your page directly to your feed. Check out my step-by-step guide on how to post a video on Instagram.
"Twitter has more than 695 million registered users. Twitter has 342 million active users. About 135,000 new Twitter users sign-up every day. On average, 58 million tweets are posted every day. 9,100 tweets are sent every second."
Take-away: There are great opportunities for consumers to learn about your business through Twitter; however, because so many tweets are sent per second, it is easy for yours to get lost. This means your tweets must be very good and very shareable to be effective. To find out more about how to make your tweets more shareable, check out this article.
More than 1.3 trillion people currently use YouTube. There are 300 hours of video uploaded to YouTube every minute and almost 5 trillion videos viewed on YouTube everyday. Users watch 3.25 billion hours of video on YouTube every month.
Take-away: Don't these stats make you want to create a YouTube advertisement? One thing is clear: the days of television ads are behind us. Using YouTube, it is easy for content to gain attention and garner views and it's also popular globally, allowing your business to reach over 95 per cent of all people online.
Pro Tip: You can share the same videos you create on Instagram via your YouTube channel. To be most successful, you should make your brand video between 31-60 seconds long.
There are "more than 450 million members of LinkedIn."
"LinkedIn users are four times more likely to visit your website than Facebook users… LinkedIn accounted for nearly two thirds of all social network referrals to corporate homepages… far more than any other social network."
Take-away: LinkedIn is a great lead generation tool for B2B companies. Publishing educational content to LinkedIn is a great way to get your company seen as an expert in your field and boost awareness about your company and your product or service.
Pro Tip: "LinkedIn's own researchers found that updates containing links get up to 45 per cent higher follower engagement. Meanwhile, images get a whopping 98 per cent more comments," so create your content accordingly to earn the highest conversion rate from your posts. In addition, posts that asked questions "got double the comments of updates without questions," so whenever possible, use questions to boost engagement with your followers.
Appeals to a younger audience than many of the other social media platforms. In fact, "60 per cent of users are under 25, and nearly a quarter (23 per cent) have not yet graduated from high school. By far the largest Snapchat age demographic is 18 to 24-year-olds. This age group makes up 37 percent of Snapchat users… 25 to 34-year olds make up about 26 percent of Snapchatters, and about 12 per cent of users are aged 35 to 54… Only two per cent of users are over 55."
"Snapchat has its highest penetration rate in Ireland, followed by Saudi Arabia and Sweden, according to the Global Web Index, with India, the United States, the United Arab Emirates, Canada, Belgium, the United Kingdom, and France rounding out the top 10."
Take-away: Snapchat is an amazing way for B2C brands to use images or short videos to engage Millennials, who are a highly valuable audience for hotels. In your images and videos, share your property's amenities and the on-site experiences offered, including food, drinks, events and décor, as well as destination-specific videos and information. This will help your property become a resource about the destination for potential guests, increasing your brand awareness and making it more likely that they will choose to book with your property.
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