Watch: Lessons from a smart GM-driven video

Sometimes you don’t know the power of a piece of content until you create it. Thailand-based Anantara Siam Bangkok had initially developed a video for Virtuoso Travel Week, an annual travel agent networking event. Well-received during the event itself, the minute and a half video also ended up being a hit on social with 104,000 views and over 900 shares since it was posted on Facebook in late August.


Read HOTELS full December print story on smart video content



So what did they do right? A lot of things, according to HOTELS blogger Benji Greenberg, who is also the CEO of tech-enabled social media management company BCV Evolve. The film works due to its eye-catching color and bold camera perspectives, people-driven content that also pays homage to the locality of the property, and, most importantly, a marked sense of playfullness and humor. 

Let Greenberg walk you through his favorite parts of the video – starring the hotel’s GM Patrick Both – below.

More content creation tips from Greenberg: 

Prioritize your social network algorithm 

  • One out of every five minutes on mobile is spent by users on Facebook or Instagram – social networks are woven into the fabric of our everyday lives.
  • Algorithms govern what we see and what we don’t across all social platforms. This was a necessity due to the ever-increasing amount of content all vying for your attention (both content from friends and businesses). 
  • Competition and noise in your feeds have led the networks to a full adoption of pay to play – regardless of audience size or how good your content is, you must utilize a paid spend in order to reach the right customers on these channels.

 Pay attention to the evolution of video content

  • Video continues to be prioritized on each of the social networks with better reach and placement in the feeds of each social network.
  • Each social network is attempting to expand their reach in video by offering “live” streaming options, exclusive content partnerships and even original programming. 
  • Video content continues to shift to shorter videos that get their message across in under 15 seconds and are of a higher quality than we’ve seen in the past. 

Messaging is essential

  •  Continued growth across messaging platforms such as Facebook Messenger (+1 billion users), WhatsApp (+1 billion users), Line and WeChat. 
  • 43% of travelers surveyed would prefer to interact with providers via mobile messaging than over the phone.  
  • Guests are increasingly turning to messaging channels as a way to interact with the hotels to solve issues and answer questions.