?? Get the latest scoop on the hottest hospitality marketing trends, served with a side of expert insights from Facebook Vertical Video format to Instagram's new Notify Sticker
On this Week’s Menu
- ?? 50% of Consumers Can Detect AI-Generated Content
- ?? Google Analytics 4 to Fully Replace Universal Analytics by July 1st
- ?? Facebook Introduces Enhanced Vertical Video Display & Recommendations
- ?? Instagram's New 'Notify' Sticker?
- ?? LinkedIn Launches Connected TV & Live Event Ads
?? 50% of Consumers Can Detect AI-Generated Content
- A recent study by Bynder found that 50% of consumers can identify AI-generated copy. Millennials have the highest proficiency in identifying non-human content. US consumers are more aware of AI-generated content than UK consumers. More than half of the participants preferred AI-generated content when presented with two articles. However, consumers perceived brands using AI-generated content as impersonal, lazy, and untrustworthy. LINK
- ?? AI-generated content may lack personalisation, sound generic, repeat patterns, and include inconsistencies or incorrect information. It is essential to use Generative AI to enhance human creativity. Implement quality control measures, train and fine-tune the AI models continuously, maintain human oversight, and be transparent about how AI is used to create content. These best practices will enable hospitality businesses to leverage Generative AI effectively to enhance content creation while maintaining authenticity and trustworthiness.
?? Google Analytics 4 to Fully Replace Universal Analytics by July 1st
- Google will discontinue all Universal Analytics (UA) services and APIs on July 1 to fully integrate Google Analytics 4 (GA4) properties. Users who have yet to migrate to GA4 are urged to do so promptly to avoid disruptions. Failure to download or export data before the complete sunset of UA could result in Google permanently deleting it. BigQuery integration should be used to export historical data from Universal Analytics 360 properties. Requests will only be accepted until June 30. LINK
- ?? GA4, or Google Analytics 4, is the latest version of Google's web analytics platform. It gives businesses insights into website and app traffic, user behaviour, and marketing effectiveness. GA4 offers advanced features such as enhanced tracking capabilities, machine learning-powered insights, and cross-platform measurement, allowing businesses to understand better and optimise their digital marketing efforts.
?? Facebook Introduces Enhanced Vertical Video Display & Recommendations
- All videos on Facebook will now be displayed in a full-screen, vertically-oriented player, a nod to TikTok's influence in the industry. Users will have the option to switch to landscape view on most videos. With the new playback format, Facebook introduces new controls, including a simplified Reactions UI and an improved slider for more straightforward navigation. LINK
- ?? Choosing between horizontal and vertical videos for hotels and restaurants depends on the content and audience. Here's a breakdown of which shots work best for each format:?
Experiment and see which formats work best for you and your audience.?
?? Instagram's New 'Notify' Sticker
- Instagram has recently introduced a new feature, the "Notify" sticker. This sticker allows creators to prompt their audience to set a reminder for when they post on the app. Users can choose which elements to receive notifications about, potentially minimising frustrations with the algorithm not showing all updates. As Instagram chief Adam Mosseri has stated, not everyone sees all posts due to the high content volume on the app, so this is a welcome addition. LINK
- ?? How Can Companies Encourage Instagram Follows?
By pairing these strategies with the "Notify" sticker, companies can grow their Instagram following and ensure their audience sees their content.?
?? LinkedIn Launches Connected TV & Live Event Ads
- LinkedIn has recently announced the launch of its own version of connected TV (CTV) ads, along with a new way to promote live events. This move aims to help marketers take advantage of the increasing popularity of video consumption, both on and off the platform. According to LinkedIn, these campaigns can be quickly launched and scaled through Campaign Manager, with a network of publishers such as Paramount, Roku, and Samsung Ads. However, the reach is currently limited by campaign type and provider. LINK
- ?? CTV includes internet-enabled televisions that allow viewers to stream services and apps directly. CTV is vital for advertisers because of cord-cutting trends, precise targeting, and high engagement levels. LinkedIn's CTV ads present exciting opportunities, but some constraints include Limited Campaign Types and Network Reach.?Ways to capitalise on LinkedIn CTV ads include targeting corporate travel planners, promoting exclusive events, and highlighting corporate experiences.
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