• Kerryn Gower

The dos and don’t of Instagram Stories: hotel marketing tips


Since Instagram introduced Stories in 2016, the platform has proven to be a successful channel for hotels. We all know that social media has become pay-to-play. And that the visual aesthetic of the Instagram feed is key to ensure you are maximizing organic results. Instagram Stories allow hotels to post in a much more informal, authentic way – allowing you to share news and updates with your followers in creative ways that help your property stand out from the competition. Read on for our quick list of dos and don’ts for success.

Do: Share authentic, in-real-time content

Show travelers what a day in the life at your hotel property looks like using Instagram Stories. Whether it’s a stunning view or the always popular behind-the-scenes content (like the chef preparing a meal in the kitchen), give guests glimpses of what they can expect at your hotel.

Don’t: Share overly-promotional content

The best Instagram Stories are snapped and shared in real time. While it’s okay to share a unique special offer or event that you want people to know about, ensure that at least 75% of the time you are focusing on more authentic, unplanned content.

Do: Repost user-generated content

User-generated content is your best friend. Sharing guest-created Stories shows other users the experience of real-life travelers. Plus, it reduces the time you have to spend creating original content. Be sure to encourage guests to tag the hotel’s account so you can easily repost.

Don’t: Only post user-generated content

You can’t rely solely on user-generated content. To ensure the hotel’s unique voice shines through, identify an on-property social media champion – whether it’s a front desk agent or a member of the marketing team – who can regularly share authentic, original content on behalf of the hotel.

Do: Share exclusive social media offers

Instagram Stories are only visible for 24 hours, so sharing exclusive social media promotions can create a sense of urgency that gets your followers to click through to the website. If your account is eligible for the swipe-up feature (for accounts with at least 10,000 followers), you can link directly to the booking engine to make booking a breeze.

Don’t: Promote multiple things at one time

Social media attention spans are short. A long story that covers too many topics or promotions can lead to users “muting” your Stories – and even all posts from your account. Although Stories is generally a casual place to share content, it’s important to ensure that that you don’t oversaturate the feeds of your users with too much content at once.


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