Social Media Optimisation Strategies for Hospitality Creative Agencies

Social media is among the most effective methods of digital marketing for hospitality brands. However, in the ever-evolving digital space, strategies need to be adapted in order to best serve the audiences and reap the ultimate rewards. In this article, we’ll be recapping the route that hospitality creative agencies can take towards optimising their social media output with the presiding best practices. 

Setting the Scene: Social Media for Hospitality Brands

Social media platforms have a significant effect on the hospitality industry. With the ability to visually captivate audiences with lifestyle content, it provides the ideal space to share aspirational travel content. By having a strong social media presence, hospitality brands can increase their brand awareness and customer engagement effectively. 

There are several platforms which can be effective for the hostility industry, most notably Instagram and TikTok. This is due to their relevancy and focus on visuals which are highly compelling. It provides space for both branded and user-generated content to flourish. Marketers need to keep a keen eye on the updates and resources shared by the relevant social media platforms and create content designed for each platform specifically. This will improve performance and allow them to capitalise on trends.

Developing the Content 

One of the best strategies to have is a varied content mix that speaks to the entire experience. This keeps content interesting for the consumers. It also helps to share relevant content to each platform, rather than standard library images of the hotel. Instead, engage in video content or content that feels more ‘real’ as this drives perceptions of brand authenticity. Having less polished content works especially well on TikTok (though quality must not be compromised!)

Setting Goals 

Once there is a versatile context mix, it becomes important to set relevant goals. In 2023, brands have moved away from vanity metrics. Instead, it is all about building niche target audiences who you can connect with. The objectives are a key consideration which will filter through each stage of your social media marketing efforts. 

It is also important to remember to limit the goals so that you can focus on them adequately – for example, driving visibility and reach, or web traffic and bookings, or simply fostering engagement and loyalty. While you want to achieve them all, this takes time and a better strategy will be to tackle these one at a time. 

Compelling Storytelling 

Social media marketing ought to tie in with the greater marketing strategies and campaigns. It is important for a brand to have a strong and consistent brand identity and voice, and to know and understand their target audiences well. With this in hand, it is possible to create content that is engaging for them. When it comes to a winning strategy for 2023, creating immersive experiences is key. Combining visual storytelling with captions and copy that stand out requires dedicated attention that creates an overall package that appeals to your audience. 

Advertising

It has become increasingly difficult for organic content to have a wide reach, and this is especially true when it comes to branded content. That, coupled with the amount of effort required to create strong social media content, it is important that it is backed by advertising. Using paid media advertising will help you reach your ideal audience and generate greater results. There are many different options across each of the platforms. In 2023, the way to ace this is to conduct ongoing A/B testing to optimise your approach and campaigns for better ROI. 

Engagement

Brands recognise that social media never sleeps, and it is a two-way form of communication. The ultimate overarching goal is to build a strong online community, and in order to do so, you’re going to need audience engagement. Be creative with these strategies – having ‘tag and comment competitions’ is no longer enough and can actually backfire with the algorithms. Responding promptly matters, as does having smarter automations in place to assist your audience.

Optimise

Detailed reporting is more possible and important than ever. Be sure to utilise the analytical tools available to you and track the metrics in relation to your goals. These kinds of insights need to be used to make data-driven decisions and continually optimise content based on performance. Finally, marketers need to stay ahead of the curve by learning about the latest platform updates, industry trends and algorithm changes. 

That wraps up our guide on how to optimise social media strategies for the hospitality industry in 2023. Creative agencies that continue to adapt to evolving trends and technologies will succeed in drawing in audiences in the years ahead. By implementing these strategies, brands in hospitality can elevate their social media presence and enjoy business growth. 
Imperial Leisure is a long-time creative industry for hospitality brands.