109 – TMG Announces Instagram Reels & Video Content Creation For Hotels

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Ryan Embree:
Welcome to Suite Location, the place hoteliers look at-in and we look at-out what’s trending in hotel marketing. I’m your host, Ryan Embree. Okay, good day everyone and welcome to the Suite Location. My identify is Ryan Embree, the host of The Suite Place. Thank you for becoming a member of us today. We have acquired a incredibly specific episode. I come to feel like I say that all the time, but there’s a few special things about this episode. A single, we are in our model new written content generation studio, AKA the Electronic Promoting Den. We expended the last pair months revamping our complete studio, podcast studio for you, the listener, to make positive we experienced better audio good quality for you, but also visuals. So if you were being to go to YouTube proper now, go to Vacation Media Group’s YouTube site, you would basically see and listen to us. This is the 1st time we are undertaking video clip. We are so energized. We have a pretty common visitor. Jason, this is the very first time, if you can imagine it, that we’ve been face-to-encounter accomplishing an episode of the Suite Location with as numerous as we have carried out considering that 2020. It’s mad. But welcome back to the Suite Location, audibly and visually.

Jason Lee:
Yeah, this is amazing. It is, it is actually amazing in here. You guys did a good job.

Ryan Embree:
Thank you so much. But we also have some wonderful things to discuss about. What you have been performing, Jason. So I’m gonna give the ground to you and communicate about, you know, an remarkable announcement. One of our most well known, episodes was the Instagram reels episode. I imagine calendar year to date is our most well-known episode. There are a ton of hoteliers that are interested in it, but it’s not just Instagram reels. We’re speaking about video content nowadays. Which is correct. So, let’s jump in. I always like to form of believe, you know, get a pair actions back to get to wherever we are these days. Why did you and your group decide to make this upgrade and, and produce movie information for resorts?

Jason Lee:
Perfectly, I suggest, obviously it is a ought to in the toolkit of any resort marketer, you gonna have to have video and then looking at reels, looking at TikTok. Online video material is really well-liked and really viral. So the factors that are manufactured are witnessed, and it’s not just noticed by your audience. They’re noticed all above the area. So, previous July, I consider is when Meta made the decision to open up up reels into their API. So making it offered for builders like us to be ready to present it. And at the time we have been actually fired up and I consider it was possibly an respond to to what was happening on TikTok. They were like, we’re gonna open up this up and permit it come about, but it, it made it accessible. So you have reels for Instagram definitely, but then there were being also reels on Facebook. And so, earning that all variety of come alongside one another and that is why our staff did this. And so we had the capacity of putting reels out a even though back. So, but we also required a way for you to do that. And I assume what a whole lot of entrepreneurs have trouble with is what do I place out? How do I create a movie? Do I need like an enhancing studio? You know, what do I have to have to do to generate a online video? And we have simplified it and we’ve built it a really amazing aspect of our platform wherever you can just make a video clip from your media gallery.

Ryan Embree:
You have designed it so easy. We’re in fact gonna produce a movie for a lodge these days on this episode. So as long as it requires us to do this podcast, we’re gonna have a high quality, online video for a lodge manufactured, which is so awesome to see. Certainly. But you’re right. I suggest, any resort you are listening to this, I would just obstacle you to seem at your Instagram feed or Facebook feed or no matter what social media software you use. What are you viewing extra and extra of, these even now illustrations or photos? It is just about like we have the duplicate model of social media where by it was just all textual content and then all of a sudden we elevated that to image and now we’re likely even more and likely into movie. So a whole lot of the material that creators are leaning into is this online video content material. And you are ideal, hoteliers in some cases hear that term online video material, they get confused. They do not know. They feel, okay, very well perhaps I require to go out and employ the service of a full generation crew, appropriate? Bring about that is how we in the resort industry do our lodge pictures. Perhaps it’s me grabbing a movie and likely close to the lobby. People are certainly a couple various strategies, but this way that you have designed is so a great deal additional simpler and much easier to do with belongings, digital assets that hoteliers personal already.

Jason Lee:
That is appropriate. And I believe, you know, you’re completely suitable in that, in particular Instagram where it was largely a visual medium and it was the spot to share your vacation shots. And it even now is. But when you see the engagement on video there and in other areas, it is, it is crazy. It is so considerably more. And I feel it’s since so many more, so several persons are anticipating it and you stay lengthier. So as soon as you view that 1st movie, then you go ideal into the upcoming online video and the next video clip, the following detail you know, you know, you’re sitting down there viewing labradoodles all working day prolonged.

Ryan Embree:
Down the rabbit hole, ideal? There was a Tremendous Bowl ad just about that, about how you can get into this. Just to give a couple rapid stats on Instagram reels, Instagram, 1.5 billion every day customers reels groove to 220 million consumers among July and Oct. An crazy sum of users in a small sum of time. 62% of Instagram buyers say they use it to investigate makes and merchandise. Indeed, that’s in excess of Fb, which can take second area at 55% and it is the most popular app of 16-24 calendar year olds. And it is even now beating TikTok, but reels are exceptional mainly because of the examine webpage and becoming ready to set your hotel’s Instagram reels in an organic put exactly where persons can achieve you. Discuss to our listeners a minor bit about what that means.

Jason Lee:
So when you submit articles, you are putting up it out on to your feed and people today that are adhering to you can see that, you know, so that’s that standard sort of point when it arrives to reels, you put up that out, it does go to your feed as properly. But now you’re in this other spot and you’re in a put in which individuals can take a look at movies. They’re exploring films from all in excess of the put. And the algorithm that Instagram makes use of to clearly show you movies is based on your preferences and primarily based on things you’re accomplishing. So you are a resort, you wanna access vacationers. Travelers are on Instagram seeking films about vacation that then, you know, you make that link. But what is cool about that is that when you make that post, it is not just, it’s not just static being on your web site. Now, this is, basically out there and able to be considered by a good deal of people today. And what’s amazing about this, and I think what is gonna be the, the continuing development is that it is all about time on web page. So meta would like to hold individuals lengthier result in which is where by they see more ads. So, they are regularly refining their algorithm to preserve folks on extended and for a longer time. And it is all about material that they wanna see. So someone researching journey, in an region that you are at, they’re definitely gonna occur across your video.

Ryan Embree:
But you have to be on it. And that, and that is the important to this, correct? I imply, I can, we can throw stats back and forth all working day about how many end users, the ability to do this and that on Instagram, but if you’re not making these Instagram reels, you shed due to the fact you cannot, you are not gonna have the prospect to be decided on. So it’s all about getting that initially step, no matter whether it is with a corporation like Travel Media Team that will help you develop this sort of content material, or going out and performing it on your have. So I really feel like this is how we constantly end our episodes, but just you have to choose that to start with stage of currently being in the the arena. In any other case you’re in no way gonna, you’re under no circumstances gonna be in a position to catch the notice of a traveler.

Jason Lee:
It is so genuine. And I, but I feel it’s all about whichever your intention is, you know, and I believe this is like the commencing of the year and we in all probability have like new or possibly not so refreshing advertising ideas that we made perhaps October, November of last calendar year. And now we’re striving to get into people and, and depending on the segments we’re making an attempt to get to the ADR goals that we have, all of those people points are variety of in flux. And, and you have these, these applications that are at your disposal, but it is seriously about how do I get in, how do I get started making use of them? But it is even even further than that. And, which is how do I create a prepare to constantly, you know, build material and continually maintain people, you know, engaged. Since that’s the trick. The trick is I do this one particular time and I’ll be like, sweet, I obtained a movie out. Seems to be good. Everybody’s checking it out, correct? And then maybe I’ll, possibly I’ll come again to this in the finish of summer season. When I’m considerably less busy. So there is a great deal of like nuance to this and, but the major component of it is that you’re gonna have to continually create articles.

Ryan Embree:
Yeah. And there’s a rationale why our social media content calendar in the TMG platform is, is a single of the most seriously utilised areas. Is because we’re planning that consistency. We’re always looking forward as hoteliers, what is the future occupancy driver in our current market? Where do we require occupancy? Wherever are those people gaps that we can fill it? You know, Instagram is also becoming made use of as a research engine and software. Social media, that more youthful era that we talked about, that exact more youthful technology that led that recovery and immediately after the pandemic, they are applying social media more than they’re employing places like Google and Bing, again, if you’re not in that arena, if you never have information out there, it’s genuinely carrying out your lodge a disservice.

Jason Lee:
A hundred p.c. I mean, you feel about most of the destinations that your lodge has information, so your manufacturer, if you are, if you have a manufacturer or your website OTAs, even areas like TripAdvisor, and Google, it’s a whole lot of static info rates and availability your visuals from hopefully latest, but most likely from a while ago. So a good deal of static details and I consider what vacationers are on the lookout for is they’re wanting for present data and what is extra latest than ought to be additional recent than your social media pages.

Ryan Embree:
Yeah, unquestionably. And I’m sure we’ll converse about how, you know, video clip written content definitely can in shape into every single solitary stage of the traveler’s journey. But, we kind of teased this at the prime of the episode. Let us soar into TMG one check out and variety of acquire a crash program on how to make a person of these. And yeah, once again, when Jason’s location that up and we’re receiving that pulled up on the display here, if you wanna visually see what we’re doing in authentic time, just go to YouTube. You can go to our web site and see just how straightforward it is. But we’re gonna communicate to individuals listeners that are by means of our audio medium, phase by action, what we’re accomplishing so that you really don’t come to feel left out as properly.

Jason Lee:
So what we have below is our publishing site. And this is, this is wherever all of your media lies. So this is wherever you have all of the photos for your home, if you have video, and you can type of established them up so you can put him into classes, images for inside of your room, pictures for your facility, photographs for your area. So all those classes kind of exist so you have a way of arranging them and then you can add as several as you want in this article and then we have this very little make button. Once you click on that, it is gonna acquire you into our video development studio. And this is exactly where you have the capability to pick out a template. And so we have a bunch of distinct templates and as you can see on right here, we have our 1×1. And this is a very standard, video clip template. So this is the type of video clip that you can set on a feed, fairly a lot on any any web-site. And then you have the 9×16 and this lends by itself extra to reels, a lot more to story posts, TikTok. So which is that kind. And you can see right here the the little logos that will exhibit you what compatible internet sites you have that these will go with. So when you pick a template, it places you right into adding media. So as you can see right here, our initial minimal component is in which you can upload media or you can insert from your media gallery. And so probably on this one particular we want to communicate about our property. So we insert an graphic of our, from our house and we quickly increase some textual content.

Ryan Embree:
Yeah, and what Jason’s doing ideal now is in fact incorporating textual content more than the impression. So again, it is not just a static graphic that is sitting down there, but truly text that is coming over the image as it is taking part in.

Jason Lee:
That’s suitable. You also have the potential to pick, soundtrack. We have venture vacation, joyful travel staycation and the weekend, just a bunch of various varieties of enjoyable tracks. And so I’m gonna pick out Content Travels and then I strike future, and then I can keep on including. So below I’m gonna incorporate a photo of my home.

Ryan Embree:
And the other wonderful point that hoteliers can do with this is basically use this content outdoors of social media, ideal? Right. Oh yeah. You can use it, you can down load it as MP4.MOV And use it in email advertising and marketing strategies, appropriate? Case experiments for groups and testimonies. Develop these forms of films directly within just a person perspective and save them. And you have so many other takes advantage of other than just social media. I believe often individuals get caught up and just say, perfectly, you know, I have bought another person operating my social media ideal now. There is other utilizes to make this kind of articles.

Jason Lee:
Absolutely. So I just did examine out our king bed room and now here’s our two bed room. And now once I click on preview, it pushes out into our video motor and it is gonna come again with this. And so sure, it is even now images, just like you said, there is photos that are gonna occur in excess of the best of that, but as you’re gonna see in a next, it also, the visuals, there is also motion inside of of the photographs. So even though it’s essentially static, we’re basically switching the emphasis of in which it’s at inside of of the graphic. And you never, really do not have to have a 9×16 image in purchase to make these both. So the method will quickly kind of resize to make guaranteed that it fits within of the body devoid of it looking stretched or pixelated. So just that rapidly we now have a movie that we can play and we can demonstrate, and like you mentioned, you can download it, you could put it, in other places. This is like some thing if you wished to have it inside of of, you know, your email signature or you desired a way to present, various elements of your assets. So you can see in this article, you can insert a movie description, you can decide on classification and tag and you include the video right suitable into Media Gallery.

Ryan Embree:
Chat to us a tiny bit about how movie suits inside of the Travelers’ Journey, due to the fact we have sort of talked about this, certainly, you know, a whole lot of men and women think social media is just used for inspiration, but you definitely dive into variety of that put up booking, pre-stay and even advocacy post-working day. Yeah, so sort of communicate to us and, and where this movie written content could in good shape in in just that.

Jason Lee:
Yeah. It is like you stated, I imagine inspiration to vacation is that initial issue we feel of is like anyone ahead of they’ve even, they’ve never ever encountered us and now they are encountering us for the 1st time. And I think that there is absolutely a area for that there. But you imagine about the, the range of folks that keep on looking submit booking and it is insane. It is a nuts number. So they proceed to look for and it is taken them a even though. In a large amount of scenarios it requires them, could be hundreds of searches or hundreds of touchpoints in a search to get to you. They last but not least ebook and then they continue on searching. It’s seriously like just about confirming their obtain. And so as they’re continuing looking, they’re gonna re-come across you and what what it demonstrates there, you know, and and how they come upon you is actually critical. And that could also be what they do to share with probably the men and women they’re touring with or, you know, this is additional confirmation that the position I have decided on is a very good position to continue to be all people. And so then in remain, I consider it proceeds to be anything that could be beneficial. So it could be events that I have heading on, or it could be other areas of my residence that a video clip describes and explains. So it continues to be some thing that is precious to the traveler. And then in write-up day it carries on once again. So it could be articles that vacationers either possibly give you by the things that they’re publishing or you can repurpose that, or it could even be them publishing films that you repost. So these are all these content material pieces that, that are complete circle, but but it’s not just one particular point. This is a area where people today locate data and affirm worth. So do not just like brush it by the wayside is some thing which is like ancillary and I, I see my little ones wasting time on it, but I never wanna believe in it. This is a detail.

Ryan Embree:
Yeah, and a lot of the content material and pictures that we talked about, we just had Valentine’s Day, right? How lots of hotelier out there did a complete advertising marketing campaign about Valentine’s deals or stays or passionate getaways that they were being seeking to advertise at the home. Placing those photos in this online video creator and developing a little something that you can set out there will take this to the future stage. And you’re correct, it is just heading to inspire, it’s going to, to aid safe people bookings at that stage when they’re in it. It’s gonna enable them market the residence even a lot more afterwards. So, you know, there’s really no downside to it. But I imagine proper now is just that trepidation of leaping ideal into the movie material and you’ve made it particularly straightforward for really everyone to form of soar in if they want to.

Jason Lee:
Yeah. And permit me show you really rapid, we just made that video, I just included it to the gallery. So permit me clearly show you truly fast inserting that online video into now inserting it into a publish. So you can see that Facebook is presently enabled on listed here. So I could basically make this a Fb article if I needed to just devoid of it currently being on a reel. But if I go forward and publish to Reels down right here, you can see that Instagram routinely lights up, I go into to preview this and now I can basically preview and it’ll present me precisely what it’ll glimpse like on Fb and Instagram Reels. I can adjust my textual content right here and then I can routine and publish it and it goes ideal out.

Ryan Embree:
And that is how you get into that coveted Explorer Webpage, right? And then all of a sudden Jason’s lodge correct now is in a space in which vacationers that are intrigued in basically traveling. You have the option to get in entrance of these eyes. Unquestionably astounding. Like I explained, Instagram Reels in speaking about it, what’s our most well-known episode that we’ve finished. So clearly there’s an hunger for it, I believe on the two sides of the coin, it is just about having in and applying a instrument like TMG OneView and their social media feed to, to enable you with this.

Jason Lee:
Yeah, definitely. And I indicate suitable now we have reels included and video posting on, and so you can publish a standard online video. So that 1×1 online video that we had on there, you can write-up that on Fb, on Instagram, on Twitter, on LinkedIn. So you have all of those people to go with the 9×16. You can go Fb or if you wanna go on reels and extremely before long we’ll have TikTok as effectively as that is heading to be part of our platform and we’re already type of in manufacturing to make that materialize. But I consider even more than that, right now, this is obtainable in our self-publishing device on OneView but we will be presenting video written content as section of our social content in the months to arrive. So a good deal of thrilling factors taking place, but it is definitely all about how do we benefit, how do we, how do we create, you know, suitable information for travelers to enable you safe all those tourists, enable you change these reservations, help you continue to keep them after they make a reservation, aid you explore new vacationers.

Ryan Embree:
Yeah, the hunger is genuinely out there. I indicate we have seen even listed here at Vacation Media Group, this is the most inquiries we have acquired about social media for motels. They are on the lookout for chance to capture additional market share. They could have carried out that resort advertising system that you talked about at the stop of the yr. And saw social media as a large chance, a substantial gap in their promoting method. And these are the type of resorts and resort management teams that we’re at this time conversing to and rolling out issues like this and even speaking about in the foreseeable future, going into TikTok, which is large. You know, and that is how you obtain that aggressive advantage and seize more market place share there. So,extremely, really great. Any final views prior to we wrap up on our first movie/audio episode?

Jason Lee:
I guess my closing assumed would be that this is not some thing that you need to dismiss for a ton of us. We have so a lot of points likely on in jogging hotels is really complicated, but I imagine you can’t dismiss this. It’s a person of these issues that is not heading away. The future traveler is listed here. And they are, they’re by now accomplishing this. So if you glimpse generationally, this is already happening. So it is irrespective of whether or not you’re heading to participate in it or not. And I believe if you are listening to this correct now, it possibly signifies that you are wondering about accomplishing a little something and wanting to further attain market share and, have a improved sector position. Proper now, I do not imagine there’s an much easier way to do that than through social media.

Ryan Embree:
And It’s starting to be the expectation with that new age traveler that you are speaking about. It’s new moments, it’s interesting moments for sure. So Jason, it was good getting you back again in studio for the first time in the new written content generation studio. Thank you all for listening and we’ll converse to you following time on The Suite Location. To join our loyalty plan, be certain to subscribe and give us a five-star rating on iTunes. Suite Place is made by Journey Media Team. Our editor is Brandon Bell with Address Artwork by Barry Gordon. I’m your host Ryan Embree, and we hope you enjoyed your stay.