What Just Happened in Social Media – February 3, 2020

Happy 2020! We’re well on our way into the new year, and we’re excited for all the new changes coming our way. Most of these changes, of course, are coming from the social media sites themselves, so let’s take a look at all the social media updates that will impact hotels and resorts.

Facebook Has New Page Management History Feature

Facebook has a brand new “Page Management History” tool that will show Page administrators all the actions taken on a Page, when those actions were taken, and who made them. This allows for more accountability with Page management, and can be found under the “Settings” tab on your Page.

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Image source: Matt Navara

What This Means for Hotels & Resorts

Hotels and resorts often have multiple people managing their Page at any given time. Keeping track of who is posting what (whether it’s a video, a response to a comment, or a reply to a message) can be useful, especially if there’s ever an issue that someone needs to be held accountable for.

Twitter Is Removing Audience Insights

At the end of January, Twitter will be removing their Audience Insights, which can currently be found within the Twitter Analytics dashboard. Audience Insights were launched on platform in 2015, and provided users more information about their followers.

What This Means for Hotels & Resorts

Twitter’s Audience Insights is a useful tool for hotels and resorts who market heavily on the platform, so this is a bit of a blow. That being said, this isn’t world ending. There are third-party tools like Sprout Social that offer versions of similar analytics, and you can always check out the native audience insights from Facebook, Instagram, and Pinterest to get a look at your audience across social overall.

Instagram Is Removing the IGTV Home Button 

Instagram is getting rid of the IGTV button that’s on the homepage of the Instagram app.

A representative from Facebook spoke to TechCrunch and explained that most people are finding and navigating to IGTV content through in-feed video previews, the IGTV channel in the explore section, and the standalone app. Very few people are actually clicking on the home page icon.

What This Means for Hotels & Resorts

Instagram has been pushing IGTV hard since it rolled out a year and a half ago to mixed success. This isn’t an indication that brands and hotels should stop using IGTV; on the contrary, the long-form video platform can work well in our industry if you have great content to share. Just make sure that you’re sharing more of it on your Instagram feed to drive traffic your way.

Instagram Tests Desktop Direct Messages 

Instagram’s direct messaging has always been a mobile-only experience until now. Instagram has started testing DMs on desktop for a small percentage of users from around the world.

What This Means for Hotels & Resorts

We’ve known for almost a full year that Facebook’s Messenger, WhatsApp, and Instagram’s direct messaging were moving towards a seamless integration, and this is likely one step closer in that direction.

Even better, desktop access is great news for businesses like hotels and resorts who are seeing an influx of messages but struggling to manage them from their mobile apps. This will make things much more convenient while allowing you to offer superior service to your guests.

TikTok is Booming 

TikTok is growing rapidly, literally as a company and figuratively. They’re even moving into a new massive office in Culver City, and their young user base continues to grow quickly.

Late last year, TikTok started rolling out self-service ads for businesses. You currently still need to sign up and request access, and the ad campaigns can be expensive (requiring brands to spend a minimum of $500 on certain campaigns), but some brands are seeing great results early on, especially when they want to reach Gen Z audience members.

What This Means for Hotels & Resorts

TikTok is a social media platform that hotels and resorts should definitely be watching, especially if you want to reach those young audiences. The platform is incredibly popular, and it’s not going anywhere any time soon. It’s fun, quirky, and whether you’re using ads or organic marketing, consider adding it to your social marketing efforts this year.

You can learn more about how to use TikTok here.

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