Video is continuously becoming more and more prominent in the social sphere.
Between live video and disappearing video (a la Snapchat), the opportunities for hospitality marketers to take advantage of video is on the rise.
The common trend weaved throughout videos evolution is the prominence of live streaming. Both Facebook and Twitter have tapped into this arena, and Snapchat continues to gain momentum as well.
Here are some of the latest updates in social video marketing, as well as how and why you should take advantage of them.
Facebook has been broadening its focus on video for a while, and there are no signs of slowing down. If you haven’t already, it’s a great time to strategize how to up your Facebook video game.
For over a year now, videos posted directly to Facebook are known to be the post type with the largest organic reach.
This means, between posting a video, regular status, photo, or link post, posting a video will naturally reach the most followers without invoking advertising tactics.
Last week, a 37-year-old mother of two, Candace Payne, decided to share her love for a Chewbacca mask she’d purchased from Kohl’s.
As of Monday morning, it had been viewed 136 million times, making it the most highly-viewed live video on Facebook.
To take advantage of this unplanned virality, Kohl’s went to Candace’s house to surprise her and her kids with more Star Wars gear and gift cards.
Following her lead, they also live streamed the encounter. This video has been viewed over 30 million times – showing the value that Facebook video can bring to a brand.
Periscope enables you to “go live” via your mobile device anytime and anywhere. The app allows you to become your own “on the go” broadcasting station, streaming video and audio to any viewers who join your broadcast. A Periscope broadcast in full swing is a truly interactive event, so its perfects for hotel events and conferences.
There are numerous benefits to using Periscope. First, it’s restively easy to use. Simply open the app, and you’re good to go.
It’s essentially also a “fire hose of real-time content.” As social media strives to become more authentic and provide real-time experiences to fans, apps such as these will continue to be more prominent.
You can also seamlessly integrate and share your live Periscope feed to Twitter, making it easy to showcase your videos to your Twitter audience.
Essentially, Periscope is to Twitter what Facebook Live is to Facebook.
As of the beginning of May, users can now save their streamed videos, which provides further opportunities for repurposing the content.
For example, a bartender can live stream making cocktails on a Friday night. The team could save the video, and later upload it to Facebook.
Furthermore, they could also embed it on their website or blog to help humanize the brand and showcase that exciting, exclusive energy from showing the staff in action.
They also widened their search abilities making it easier for users to find videos in topics that interest them.
There will be hashtagged topics like #food and #travel which will surface streams in those categories.
Snapchat marketing for hotels is a highly untapped market. Users are now logging a staggering 10 billion videos a day on the app, up a solid 25 percent from the 8 billion mark in February.
Over a third of Snapchat’s regular user base uses the “Stories” feature, which allows users to share with their followers photos and videos that are viewable for 24 hours.
This is where hotels can get creative. Two brands setting a high bar on Snapchat are Four Seasons and Marriott.
Marriott previously used Snapchat for influencer marketing but has since transitioned into using it for branding in an attempt to cement its role as “travel brand,” more than a “hotel brand.”
Rather than promote any DC hotels, Marriott gave its followers the inside scoop on a good bakery, noting its proximity to the National Gallery.
The Story ended with a funny-captioned tour of the museum.
Of course, Snapchat is popular among the younger demographic, so if your property is a luxury resort that doesn’t cater to the millennial crowd, Snapchat may not be the right fit.
That said, it’s important to consider all options and assess what will work best for your brand.
Twitter and Facebook tend to have a broader appeal so it may be best to target your video marketing efforts there.