In part one of this two part series, we explored what Vine and Instagram are and the key ways they differ.
Now that have a keen understanding of the two short form video apps, it’s up to you to consider which one suits your needs, and how you can leverage it to tell your hotel’s story.
What are other brands doing?One week after Instagram launched its video service, 14 of Interbrand’s top 100 global brands have posted a video, including Ford, MTV, Disney, Intel, Cisco Systems, Avon, Burberry, Dell, eBay, Facebook, Gap, General Electric, Nike and Starbucks (Mashable.com). In comparison, Vine only had 7 of these top brands. Although the stats seem to favor Instagram, it should be noted that many of these brands already had Instagram accounts for photo-sharing, and are still looking to get rooted in Vine.
Hotels have endless possibilities on how they can utilize both these services.
- Virtual tours. Hotels can record quick virtual tours of their property easily. When potential guests are looking to book a room, one of the biggest concerns is what the room looks like. With short-video tools, hotels can create timely, engaging experiences, showcasing what the hotel has to offer in an easily consumable way. Tours of all the different room types, the lobby, the pool, the possibilities are endless.
- Interviews. Hotels can offer quick interviews behind the scenes with staff and current guests. The videos can be informational with the interviewee answering a question or a “fly-on-the-wall” where the video just captures the environment unobtrusively. What is the hotel chef cooking up today? What does the concierge recommend for activities today? Is there a big event happening at your hotel? Preview the event by showing people how it is being set-up and what they can expect.
- Advertisements. If your brand has any television or web advertisements, share and tailor them to the web.
- Promotions. Hotels can hold creative contests that engage guestsover social media. For example, guests can be encouraged to create a video-story based around the hotel lounge. Guests are encouraged to order a cocktail from the hotel lounge and create a short video story with it. This not only showcases an array of perspectives, but creates a complete advertising campaign from virtually nothing.
The possibilities are endless on how these mobile video services can be utilized by hotel marketers. But, hotel marketers must decide where they would like their content to stay, should they grow with Vine, Instagram video, or both? There is no wrong answer at this point in time.