Hostel Social Media Marketing: Platform by Platform (2021)

Do you see the value in social media marketing for your hostel?

Don’t have the time to invest?

Well, let me take you by the hand…

And lead through a step by step guide

That will take away the mystery.

And send you on your way to becoming a hostel social media marketing BOSS

Facebook Marketing for Hostels

If you only have time or resources to be on one social media platform Facebook is still the one.

Yes, your mother (and her mother probably) have Facebook profiles but so do the younger demographics.

Facebook is THE internet for a lot of people.

They get the news, products, and everything they’re interested in right in their feed.

Facebook should STILL be playing an important role in helping improve bed sales in low season.

They can search and find what they want and 82% of all users fall into the 18-29 age bracket.

Stats:
72% of adult internet users use Facebook (58% of the entire adult population)
2.38 billion (yes billion) monthly active users (as of March 2019)
1.56 billion (yes billion) log in daily (as of March 2021)
More women than men 88% of users fall into the 18-29 age bracket

Sources: Pew Research Center and Sprout Social

Do's for Hostel Facebook Marketing in 2021

So lets start with the do’s that should be the cornerstones of any good social media marketing strategy for hostels.

Strong, identifiable, attractive cover photo & profile images of your hostel

So I think we can all agree that this is a no brainer.

No grainy images, no grumpy, miserable looking people.

Don’t overload your images with text (think 80/20-ish)

Custom Tabs

Below are some example of the customs tabs available on your business page in Facebook.

Experiment, try them out.

Don’t be afraid to see if something works.

And don’t forget, just because something didn’t work 6 months ago, doesn’t mean it won’t work today.

Room tours
Specials
Book Now
Contests

Check this out to see how to add a custom tab to your hostels Facebook page step by step

Facebook Open Graph Meta Tags

What is this witchcraft?

Basically…… it allows you to control what content shows up in Facebook when one of your pages is shared.

You choose what people see when your hostel’s content is shared!


Post regularly

There are no hard and fast rules here.

For example…

If your business is seasonal the frequency of updates should reflect this. 

Bear in mind – Facebook has an organic reach of  less than 5%.(Less than 5% of your fans will see what you post in their feed)

Encourage Engagement

Posting rubbish that no-one is interested in doesn’t really benefit anybody.

And with the organic reach of Facebook posts dropping all the time, the less people engage with your posts the less Facebook will show them.


Create and share hostel events

Organise events in your hostel?

Make sure to let your future guests know about it?

An ever increasing number of travelers will check a hostel’s Facebook page before booking. (some studies studies say over 60% – most agree on around 35%)

Showing that your hostel is active, fun, social AND interested in looking after guests can sway the guests to choosing you over your competition.

This applies to your website too. Even if they end up booking your hostel on an OTA the chances are they’ve checked out your website first.

This is your chance to influence them into choosing you!

Experiment with new features

Facebook is constantly experimenting with new features.

You should too!

They’re not going to damage your brand or reputation in any way but these new features gives your hostel the opportunity to start the conversation and create some engagement.

Why not build a hostel chatbot to engage instantly with your guests.

 Facebook live video (probably the most risky all things considered) 

360 images (make boring sterile pictures of rooms a bit more interesting)

Canvas

Tours of your hostel property



Share positive reviews/ stories from guests

Soooo, this is obviously prone to abuse.

But… social proof in any form influences the masses into clicking that “BOOK NOW” button.

All I would say is keep it realistic and truthful.

The reviews should reflect the reality of your hostel.If your hostel’s not the cleanest don’t put reviews up saying it’s “the cleanest hostel I ever stayed in”

Do 2 things.
1) clean your fucking hostel.
2) maybe put a review saying ” it wasn’t the cleanest but the building is old and the staff more made up for it”



Respond to ALL guest reviews

Same as on an OTA.

Don’t leave shitty reviews sitting there gathering dust. 

They don’t go away.

Deal with them in a professional and positive way showing your personality.

And of course, say thanks to everyone you says how great the hostel was and can’t wait to come back.

Don’t use canned copy and paste responses.

Show you’re a human and you care.

SHOW YOUR PERSONALITY

Show your personality

Facebook give you a great opportunity to show your personality.

This can really set you part from your competitors as guests will resonate with the content you past and it can sway them in your hostels direction, during the booking process.

Showcase your destination

It can’t all be about you!

There are some exceptions but generally, people aren’t visiting your destination to see the hostel.

Post content that they’ll be interested in.

Be an ambassador for your destination.

Check your audience insights

Facebook’s insights and reports can give a lot of really useful information.

You can build this into your hostel’s social media marketing plan.

What works!

What doesn’t!


What NOT to do in your hostels Facebook Marketing plan

A short list of no-no’s to think about when developing the Facebook strategy for your hostel.

#No-no 1. Don't ignore bad comments and reviews

This means responding and taking the conversation offline

# No-no 2. Don't set it & forget it

There’s nothing worse than a stale Facebook profile.

A huge percentage of your guests are checking your Facebook profile before they book

#No-no 3. #Don't Use hashtags

Unless it’s your own branded hashtag.

Or you're running a competition.

They don’t belong on Facebook, annoy a lot of people and just look plain gross. 

Facebook is consumed differently to Twitter and they’re not necessary.  

They look messy and don’t really add any value to the post or consumer.

Before your next # littered Facebook post take a look around.

See how it looks on other people’s posts. 

Facebook # = Zero Value
#  = Twitter + Instagram 

If you still think it’s a good idea then go ahead…

#No-no 4. Don't pretend to be nice and get caught out.

Unless it’s your own branded hashtag.

Or you're running a competition.

They don’t belong on Facebook, annoy a lot of people and just look plain gross. 

Facebook is consumed differently to Twitter and they’re not necessary.  

They look messy and don’t really add any value to the post or consumer.

Before your next # littered Facebook post take a look around.

See how it looks on other people’s posts. 

Facebook # = Zero Value
#  = Twitter + Instagram 

If you still think it’s a good idea then go ahead…

#No-no 4. Don't pretend to be nice and get caught out.



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