Dos and Donts of Instagram Stories
By HeBS Digital
Tuesday, 9th April 2019

Since Instagram introduced Stories in 2016, the platform has proven to be a successful channel for hotels and 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 allows 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.

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com / www.hebsdigital.com

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