Social media is quickly becoming one of the top places for allocated ad spending in the hospitality industry. To help promote their brand to a targeted audience, hospitality companies are now teaming up with micro-influencers. Here are a few trends below that your hospitality brand should be aware of:
- UGC (user-generated content) – creating contests that encourage your users to generate their own content gives you the opportunity to repost content that is made by people who actually use your brand. This can often have widespread appeal.
- Long-term partnerships – rather than getting an influencer on board to create a single post about your brand, long-term partnerships may offer greater overall value. After all, there is a big difference between a consumer seeing their favorite influencer stay at a particular hotel one time versus seeing them stay in hotels by the same brand all over the world.
- Short-form video content – from TikTok to Reels, the current generation loves to consume video content in small doses. Video plays a major role in getting attention for your brand, and videos under a minute cater to the attention span of most consumers.
- Micro-influencers – micro-influencers target a specific audience. For example, instead of a generic travel influencer, a spa hotel will want to partner with an influencer who focuses on spa hotel experiences, whereas a luxury hotel, a budget hotel, or a sustainability-focused hotel brand should also be able to find a micro-influencer in their lane.
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