Fuel your feeds

1. Short-form is Getting Longer

For more than 5 years, 15-second videos have reigned supreme on social media. Fast forward to 2025 and short-form video is actually getting longer, as platforms expand their maximum video lengths and longer form stories captivate the imaginations of viewers.

How to capitalise:

• Create longer, more engaging stories and don't forget the 'why' behind your video.
• Explore narratives beyond quick cuts, transitions and catchy music. Consider mini-documentaries, behind-the-scenes glimpses (especially for recruitment) and more in-depth travel guides.
• Plan with purpose - ensure you maintain strong visual interest throughout your video, use dynamic camera work, captivating visuals and vary the editing to keep your viewers hooked. 

2. StaTic-Tok

Leading the way on video trends since it launched, and copied every step of the way by the other big platforms, TikTok shocked us all when it introduced static carousel posts – putting photography first and taking the platform by storm. 

How to capitalise:

• Invest in training to ensure that your photography maintains a high brand standard. We can help.
• Tell stories through your imagery - static shots don't need to be lifeless. Create compelling sequences that evoke emotions and inspire wanderlust.
• Utilise trending audio and effects to expand the reach of your image posts.

3. Dust Off Your YouTube Channels

As the first popular social media channel, most hotels jumped on YouTube right at the beginning, commissioning expensive videos and populating their channels. Now long forgotten and often abandoned, 2025 will see hotels revisit the platform – still the world’s 2^nd biggest search engine.

3 ways to capitalise:

• Optimise your video content - use relevant keywords and create compelling video descriptions to improve your visibility through YouTube (and Google) searches.
• Build a community - actively encourage viewer interaction through comments and Q&A sessions.
• Partner with content creators - find those who are already actively producing content for your target demographic and partner up to create something special together (and gain access to their following).

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4. Hashtags Are Dead (or Dying)

Once the go-to tactic for discovery and reach, hashtags no longer pack the same punch they once did and even Instagram has recently announced they are beginning to deprioritise this former kingmaker (as of December 2024, users no longer see posts from followed hashtags in their feeds).

What should you do?

• While hashtags will still help your content to be discovered, the wise hotel marketer will begin to explore alternative discovery methods. For example, ensure you use location tags and relevant keywords in your captions.
• Partner with other content creators and influencers who already have an established presence with your audiences.
• Try outbound engagement strategies like commenting on relevant creator's content to put your brand in front of their established audiences. 41% of organisations recently surveyed by Hootsuite have been trialling this exact strategy.

5. Facebook Will Become Cool Again

After playing poor cousin to Instagram for too long, hotel marketers will return to the world’s biggest social media network in 2025, reinvigorated by Zuckerberg’s commitment to innovate on the platform – particularly with AI and VR. Just be mindful of the lack of moderation!

• Spring clean your Facebook page - make sure everything is still on-brand, your logos are sharp and the content hasn't dated too badly.
• Stay updated on their latest developments - check their business page, creators blog and relevant industry sites (e.g. the Hootsuite, Buffer and Sprout Social blogs).
• Monitor mentions of your brand to help fact-check any instances of misrepresentation.

Image shows Ray-Ban X Meta's collaboration to create AI-powered glasses.