BCV recently took questions from the hospitality world. Here are the responses from our category experts on Strategy, Paid Media and Creative.
Brooke Jarchow, Brand Strategist
How often would you recommend posting?
Additionally, we emphasize that the right mix of promotional content needs to be maintained. You’re not a Spam account, so never act like it. Our goal is to ensure that content provides our fans and followers with maximum value and is positioned as a two-way communication stream.
Is it important to get certified on the big three platforms, and how do you accomplish that?
How much of a role should influencer marketing play in the overall strategy?
Has BCV been working in the DEI space?
David Pico, Director of Paid Media
If you could only budget for a single platform, which one would you choose?
What should we know about paid media?
Second, most of us want to know if paid media works! With Meta and other digital pixels, we can now track the impact of our ad spend in bookings and revenue, allowing us to optimize through the tactical actions driving the best results.
Third, there is always a lot of interest in what creative works. The best performing ad types are single images, slideshows, and carousels; But don’t put everything on one piece of creative. Consider A/B testing imagery, copy, and CTA buttons for future learnings.
Are there big shifts in 2022 with the cookies going away and IOS updates
What information should be included in a social media report?
What will be the future impact of corporate distrust on social media content?
James Parrinello, Creative Director
Which creative type performs best? Is video still the highest driver of engagement?
What’s the best way to balance content production for all the various features in social media?
What content would work for TikTok (especially luxury resorts)?
TikTok can be key for discovery among a younger demographic. Use TikTok trends to understand what resonates with Gen Z and inform content across other platforms.
Best-performing content typically features a human element or shares a first-person point-of-view. Music and sound are important elements; utilize TikTok’s extensive song library and provider licensing integration to plus up content.