SOCIAL NETWORK ALGORITHMS One out of every five minutes on mobile is spent by users on Facebook or Instagram .
Algorithms govern what we see and what we don ’ t across all social platforms . This was a necessity due to the ever-increasing amount of content vying for your attention ( from both friends and businesses ).
Competition and noise in your feeds have led the networks to fully adopt pay to play – regardless of
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audience size or how good your content is , you must utilize a paid spend to reach the right customers on these channels .
VIDEO CONTENT Video continues to be prioritized on social networks with better reach and placement in each network ’ s feed .
Each social network is attempting to expand its reach in video by offering “ live ” streaming options , exclusive content partnerships and even original programming . Video content
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continues to shift to shorter videos that get a message across in under 15 seconds and are of higher quality than we ’ ve seen .
MESSAGING There has been continued growth across messaging platforms such as Facebook Messenger , WhatsApp , Line and WeChat . Some 43 % of travelers surveyed would prefer to interact with providers via mobile messaging than over the phone . Guests are increasingly turning to
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messaging channels to interact with hotels to solve issues and answer questions .
The largest challenge is connecting social customer care with on-site customer care to provide a unified experience for guests .
Geolocation refers to a photo that is tagged to a set of coordinates ( such as the hotel ) but doesn ' t necessarily mention the property , and geolocation message volume is now one of the fastest-growing " message types " we see hotels dealing with .
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