Social Video for Hospitality: Top 10 Video Marketing Tips for Hotels and Hostels
Social video is the marketing buzzword that is thrown around when people think of social marketing, but what does it really mean and what makes a video social?
In this article we will explore social video and discover the 10 things hotels and hostels can do to win the social video game!
What is a social video?
A video that is shot, edited, and distributed with a social-first intention that is tailored to the individual social outlets that aimed at. This means that the same content might be shot for different social outlets, however the way it is captured, the way it is put together (different cuts or versions) and the way it is disseminated differs – from major changes (duration, vertical vs portrait) to slight variances, it is created with a social mindset.
What is a good social video?
Now that we defined it, what is it that makes a social video good? The key components are shareability, engagement, optimisation and native posting.
Shareability: is the video shareable? Is the content something that will elicit an emotion to the viewer that is strong enough to make them want to share it with people? Is there an actual CTA (Call To Action) that actively encourages them to share?
Engagement: is the video engaging? Is it something that is created in a way the viewer will consume it or is it a simple branding exercise? does it tell the story the viewer wants to listen or is it simply the story the brands wants to tell?
Optimisation: is the video optimised? Is the video on different formats, lengths, sizes and cuts on different social outlets to ensure the optimal consumption of the content?
Native posting: is the video posted natively? Is it posted on the platform or is it posted through a link that leads to another outlet? (please be mindful that this goes back to optimisation as different social outlets have different optimal posting methods).
What is the purpose of social video?
This question is critical when you create, edit and post a video. Even though the way you shoot, edit and post a video depends on the social outlet that it is intended for, the purpose should always fall under the same umbrella: the video has to be entertaining; and/or informative; and/or instructional (you can find more details on this type of classification on this Facebook Live article). If your video does not fall in any of these categories, then you might need to ask why is this video created and why would a viewer consume it – just because you like your video for selling your product, the viewer will not unless s/he gets something out of it.
Why Facebook for social video?
A lot of people, both in the marketing industry and in peripheral functions, might tell you that Facebook is dying while they hail the next big social giant. Let’s clarify something: just because TikTok and Instagram are booming, it doesn’t mean that Facebook is dead - far from it.
Marketers still think that there is a place for Facebook video, so if we were to condense the reasons why you should use social video on Facebook, it would boil down to:
The Audience – Facebook is the 2nd largest trafficked website, with over 500 million active users. Many people spend a lot more time on Facebook than on Google with 150 million active users taking Facebook with them everywhere they go.
The Search Engine Ease – Facebook videos are visible within Google Search and come with a fantastic tagging capability, a very handy suggestion functionality and a layout that simply rolls to the next suggested video.
The Targeted Conversions – Facebook is is the second largest video referral source and also provides tailored CTAs that encourage specific actions. Don't forget that it allows marketers ease of upload (from the type of video you upload to the duration limits), something that makes creating Facebook-tailored content much easier.
Top 10 Tips for social video for hospitality
So, all of the above is great, but where do you start? There are many articles and guides that address social video on a top level, so I decided to show how I practiced what I preached and share what I applied to make the Generator videos social, shareable, engaging and optimised. I worked with some of the best content creators in the world (this includes our in-house team, Social Chain, TCO London and Katla) to create content that is inherently social. These are ways that allowed me to lead the way in social video and create genuine content that establishes a community of fellow travelers and global nomads.
Here are the top ways I made sure Generator ruled social video:
1. Showcase hidden gems
While I was leading the content strategy for Generator, I strived to find the coolest, newest, weirdest and quirkiest spots in our cities - places that locals might not even know - and display them in an inviting and exciting way. In fact, we noticed that sometimes the biggest traction and engagement comes from the local following, with people tagging their friends - cue emoji parades!
2. Champion locals
The best way to showcase pride in being part of the cities you call home is to discover the unsung heroes of their communities; from small business owners and entrepreneurial minds to people that are integral to the development of their communities. Make sure to celebrate the people that make the fabric of these cities rich and wonderful and you will get love back in return.
3. Discover local music talent
Nothing described my excitement when I stumbled on a new up-and-coming musician during my travels. From the coolest intimate gigs in Generator Dublin to the rock-and-roll headbangers of Helter Skelter in Hamburg, I made sure the Generator social was steeped in music and showcased the hits of the not-so-distant future.
4. Embrace new technology
Evolve, embrace change and be part of it
Change is happening - are you keeping up? from the wonderful world of 360 to drones and beyond, we incorporated the full view of the city and the hostel in a way that can be experienced first hand from anywhere in the world!
5. Explore current trends
The local teams are experts on what they do - for example, the cocktails at Hilma in Stockholm are second to none, so what better way to engage viewers than show them how to make them?
Keeping up with current trends is very important - as timelines started filling up with recipes from Tasty, I developed Generator’s own version with Chef Luke Thomas to showcase recipes inspired from our cities, a series that became hugely popular and boosted the Generator B&R following.
6. Bring events to life
The Generator launch parties were legendary and they hosted the most influential locals and international press. We made sure we captured the energy of the party and then show the world the DNA of the venue!
7.Inject personality with Head Office visits
Brands are bigger than the sum of their parts: when I traveled to other cities I put my explorer hats on; I relied on the advice of the awesome Generator teams and explored their suggestions. While I did that, I saw and documented the experience the Generator guests had when they visit the locations - I truly lived the brand and the cities first-hand.
8. Work with like-minded influencers and brands
If you imagined these videos as recipes, you would choose the best local ingredients to bring the flavours to life, so when you partner with influencers and other brands you need to ensure there is synergy in terms of brand image, personality and flair!
9. Go Live
There is no better way to showcase immediacy, spontaneity and openness than a good Facebook Live. It is a way to connect with your fans in an impromptu way that portrays the brand in a playful way. However make sure you don't confuse spontaneity with lack of planning (have a look at this Facebook Live guide for Live Best Practice).
10. Take pride in the local teams
I saved the best for last: this is the type of content I was most proud of: the people I worked with made the locations unique and provided our guests with unforgettable experiences, priceless tips and moments they will cherish forever. With the videos that focus on the teams you can showcase the mosaic of personalities that make your brand such a unique experience.
I hope the examples above showcase the passion we have for social video and arm you with ideas on how to succeed in your ventures!
Looking to take the next step in creating a social video and content strategy for your brand? Book an exploratory call with us and let’s make sure your brand goes into 2021 stronger than ever.
