In the ever-changing world of social media there is a driving new force on the street that hoteliers shouldn’t ignore, and that platform is Snapchat. What began as the “picture disappearing app” in the summer of 2011 from three Stanford students, has quickly become one of the most unique forms of story-telling a brand can use. In fact, that funny little yellow ghost icon is captivating millions of people every day, and is showing no signs of stopping.
Should your hotel be utilizing Snapchat? If you’ve been searching for methods to reach the millennials (and the growing demographics beyond), then the answer is yes. From a marketing standpoint, you need to be where the audience is, and the millennials are on Snapchat, watching a whopping eight billion photos and videos a day.
There are many reasons why a hotel should use Snapchat, here are a few compelling ones:
Deciding whether or not to use Snapchat is the first step. Once you’ve decided to use it, you’re left to determine how to use it well.
Just like the average user, a hotel has the ability to create a profile. After the profile is set up, the hotel can send out “snaps,” add snaps to their stories, and all of the other fun stuff Snapchat does. So ultimately Snapchat works the same for brands as it does everybody else, but how brands should use it is the key to success.
Keep the Snapchat Tone, or Else.
One of the reasons Snapchat users love to use Snapchat is because it’s different than the other channels. It’s more authentic, it’s in the moment, it’s not as edited, not as staged. Snapchat is personal, it’s private, and it’s compelling. Use it to tell your story, show off your city, take your followers on an adventure. Show them a day in the life at your hotel, the luxury they can experience, the sights they can see. If you’ve taken the time and resources to set up a Snapchat account, the last thing you want is to drive away followers by breaking the unspoken Snapchat rules!
Partnering with influences is rapidly becoming a huge part of hotel marketing on all platforms, and it’s no different where Snapchat is concerned. Hotels have an advantage when it comes to Snapchat – travel. Many people love to travel and see new places, this provides you with the perfect opportunity to show off your property and surrounding landscape or city! Send out a proposal to social media influencers inviting them to come stay on the basis that they tell their story on Snapchat. Thousands, or more, individuals – millennials – can see your property through the lens and creativity of the influencer.
One of the most fun and downright useful aspects of Snapchat are its Geofilters. Essentially, you can create your very own Snapchat filter. The filter will pop up with a Snapchatter is within range, and they can use it on their Snap. It’s sort of like a tag or postage stamp – showing their Snapchat friends where they are. Since you’re able to design it, you can use the hotel’s logo or anything else that works in line with your hotel’s brand. Even here there is an opportunity to create a geofilter that stands out – a filter that will “brand” its image in the viewer’s mind. You can also set up a “Geofence” for exact targeting of users, making it simple to engage views with promotional opportunities.
Snapchat is still trendy. It’s still new, exciting, and not yet crowded. Do your hotel a favor by helping it to be trendy and asserting it as welcoming and encouraging of millennials. This is a way to stand out among the crowd. Snapchat also provides an opportunity for your hotel to build strong and long-lasting relationships. Encourage guests to Snap while staying at the property. Build a community around your story, and use Snapchat as the headquarters.