Social Media

3 Reasons Why Your Hotel Shouldn’t Write Off Snapchat

For hospitality marketers tasked with taking care of social media, it can sometimes feel like every time you get to grips with one social media platform, another one comes along to take its place. After Facebook came Twitter, then platforms like Pinterest and Instagram started to become popular, and now it’s Snapchat that holds the title of ‘social media du jour’ in marketing circles.

Snapchat is based around the idea of sending short, disappearing images or videos to friends and acquaintances. But as the platform grew, it became a powerful stage for marketers in all sectors – even the White House is involved!

If you haven’t set up a Snapchat account for marketing purposes yet, or if you’ve previously written it off as a platform for teenagers to send dog-ear selfies, here’s why you should reconsider your stance and incorporate this channel into your hotel social media strategy.

Snapchat connects with millennials
Marketers in every sector – not just travel and hospitality – are having trouble connecting with millennials. They don’t respond to traditional types of advertising, and their use of the digital sphere has completely changed the marketing game. According to eMarketer, seven out of every ten Snapchat users is a millennial, so if you’re hoping to connect with the next generation as part of your overarching marketing strategy, you can’t afford to gloss over this platform.

Snapchat leads the way
What started out as a tiny platform sending disappearing images has become a pioneer for social networks, blazing a trail for other services to follow. Snapchat Stories launched in October 2013, allowing users and brands to create a chain of shared content which lasts for twenty-four hours.

It took other platforms almost three years to cotton onto this amazing way of creating and sharing content – but cotton on, they did. Instagram launched its own version, Instagram Stories, in August 2016, and Facebook (now the owner of Instagram) quickly followed. Snapchat’s filters have also changed the way images are edited and shared in the online realm, with almost all in-app cameras now offering fun filters, stickers and editing tools.

When Instagram and Facebook Stories launched, many businesses were at a loss – they didn’t know how to make the most of these new tools, because they’d never used them before. The businesses who were already using Snapchat to great effect had a strong head start. If Snapchat continues to lead the way like this, your hotel could also find itself a step ahead when it comes to adapting to new features if it is welcomes into your hotel social media strategy now.

Snapchat is based around telling stories
We know that millennials (and many other consumers) respond better to storytelling in marketing than they do to traditional promotional ploys. We also know that Snapchat came into its own with the creation of the Stories feature. If marketing (especially travel marketing) is all about telling stories, there’s no better platform to help you weave those narratives than Snapchat.

For more information about hotel marketing and social media strategy for the travel industry, get in touch with the team at Digital Hotelier today.

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