How Hotels can use TikTok
With 1 Billion monthly active users, TikTok is growing rapidly to become the most popular social platform. Despite that most users are relatively young, engagement and brand awareness are key factors why businesses are starting to advertise more on TikTok. What are the opportunities for Hotels?
According to the TikTok for Business Case, Yves Saint Laurent reached close to 10 million young people across the Netherlands. By creating three ads with creators from the Netherlands, using authentic and stylish videos. The videos created were completely in line with the trendy content of the platform, all while fulfilling the brand’s campaign budget in the most efficient way possible. Impressive video views totaling 8.8 million, coupled with almost 56,000 clicks, show that the Netherlands TikTok community had a strong interest in the content. The CPM (Cost Per Thousand) was also very efficient, coming in at €1.43, driving thousands of users to the Yves Saint Laurent Beauty landing page.
With the social platform growing rapidly, there is a huge opportunity for businesses to capitalize on the success and advertise. The app is currently available in 150 countries and can be accessed in 75 languages, which means there is an opportunity to make people recognize your brand. With 90% of TikTok users going on the app multiple times a day, and most users spending an hour or more scrolling, the engagement is super high. There is always a chance of going viral from zero followers to hundreds of thousands, even millions overnight.
Small Businesses are also trying to attract more customers with giveaways through TikTok. They are employing a unique ‘duet’ giveaway strategy to generate user-generated content, followers, and revenue. A duet strategy consists of followers combining the business video with their own, showcasing your products, and having the opportunity to win free products. It’s a win-win. The business gets to expand its reach and show off its amazing products, and followers get to win free prizes.
TikTok is an important medium to reach a younger age group: Students who are at the beginning of their careers. As hotels are now very short on operational staff, it is critical to keep reaching out to this younger audience.
Even though the majority of the user is under the age of 30, the numbers of the older generation users are going up.
Activity of Hotels
Hotels are currently not very active on the social platform yet, as there are relatively high costs involved with advertising on TikTok (Starting at $500 per campaign). With chances of going viral and reaching thousands or even millions of followers, it does become interesting for Hotels to start brainstorming about advertising on the popular platform. Unlike on Instagram, hotels that are on TikTok still have a relatively low volume of followers. See for example the hotel accounts below, and the amount of followers on Instagram in comparison with TikTok. Thus there is a huge opportunity for businesses to gain more followers and use the uprising platform to start advertising and showing their unique selling points to raise awareness.
Hotels on TikTok / Instagram
What Hotels Could Do on TikTok
Videos that show a unique selling point, behind the scenes, or a special room of the hotel have high chances of getting picked up by TikTok users. Just like these short videos with the making of a Stroopwafel that reached over 2million users, and a video of a stunning-looking room with over half a million views.
Hotel New York Rotterdam made a creative TikTok, trying to find new employees while simultaneously creating interest for the hotel. This could be interesting for other Hotels as well, with the high demand for employees.
- Best to keep the video short and flashy
- Use a bit humour and be creative in your writing
- Make the video aesthetically pleasing
- Leverage the algorithm to reach consumers who have a history of liking videos on travel, hotels, or your hotel’s city.
- Include any breathtaking views from the rooftop, balcony, or pool. Show the USP. Behind the scenes footage or incorporate videos of signature dishes that travelers can expect from the hotel restaurant.
- Work with local brands that can create a different angle. See the example video of Van Stapelen Stroopwafels.
- Influencers: If you offer them a free stay for a few nights at your property, chances are, they are going to make a TikTok about it.
- Engage with your audience (respond in comments)
- Organize a Take-Over by a client (ability to reach a big target audience at once)
- Create a Video to engage potential staff
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