I have seen the best properties under perform on social media time and time again.
One-of-one designs, in bucket list destinations getting outshined by glamping tents in rural America.
Design might be the core of a unique stay but it isn’t everything when it comes to social media.
Here’s how to outgun the big guns…
I was doom scrolling AlUla in Saudi Arabia (as one does) and realized something:
The best resorts there had abysmal social media traction.
Habitas AlUla:
➡️ 303k followers
➡️ 65,500 views per post (avg)
Banyan Tree AlUla:
➡️ 88k followers
➡️ 29,900 views per post (avg)
Some of THE most Instagrammable properties, in potentially the hottest destination on social media…
… getting outplayed by some of our marketing clients:
👉🏻 Elk Hollow in Bryson City, NC: 193,000+ views per post (avg)
👉🏻 Spoon Mountain in Wimberley, TX: 212,000+ views per post (avg)
A couple of safari tents in far inferior destinations are blowing the AlUla properties out of the water with 3-7x more views.
So, what’s happening?
There are a few forces at play, starting with the age old debate:
Reels vs static posts.
Static posts, carousels specifically, might be seeing a resurgence in popularity but at Oasi we are all-in on reels.
Reels have more organic reach on Instagram, are more engaging and are easier to share on the platform, further helping reach.
Neither Habitas nor Banyan Tree in AlUla are capitalizing on this. Here’s their content breakdown:
➡️ Habitas: 41 reels out of 482 posts (8.5% of posts)
➡️ Banyan Tree: 115 reels out of 377 posts (30.5% of posts)
(we are closer to 80-90%+ reels)
And then there’s their actual posts…
I’ll start with Habitas.
Outside of whatever this post is, their posts are slow.
The majority of them are singular shots, slowly zooming or panning around the feature they are trying to highlight.
The Modern Traveler has a short attention span. These types of posts have little chance of gaining traction.
Next, Banyan Tree.
Honestly, there’s potential on their account.
Outside of the super-staged reels that look like commercials (roughly 50%), they do a few things right:
✔️ They utilize guest content, not just b-roll shots
✔️ They have faster cuts, keeping attention
Two key aspects are missing though:
On-screen text and variety within the reel.
When someone views your reel, you have to assume two things: that this is the first time they are seeing your account, and that they might not come across your content again.
A reel needs to showcase what your property is about and tell potential guests exactly what they are looking at.
You want them to remember the magic of your property– even after just one reel.
And with that, their next hiccup…
Enter: the influencers.
They have taken AlUla by storm.
And to no surprise, they are crushing the views. One influencer post is getting the same traction as 10+ “in house” reels.
Yet neither property is collaborating with them.
At most they are getting a tag or mention in the comments.
By collaborating with these influencers, the properties could have traction coming directly to their account, gaining more loyal followers to their page.
This opens up the potential to turn those followers into guests after consistently feeding them content.
Takeaways you can bring to your own account:
1. Keep the Modern Traveler Engaged
Faster shots, more cuts, unexpected additions. Attention spans are short– keep them watching.
(especially in the first few seconds)
2, Assume A Viewer Will Only See Your Content Once
Show them highlights of your property on every reel. Make sure they remember your property, even if this is the only time they see your account on the discover page.
3. Help The Viewers Understand Your Content
Use on-screen text to help your viewers understand what they are seeing, who your property is for and what they can do there.
Assume they don’t know.
4. Collab, Collab, Collab
If you are paying for an influencer to come out to your property, make sure to have them collab with your account.
This drives attention while building your following at the same time.
A uniquely designed property in an amazing location plays well on social media. But it won’t do all the heavy lifting.
In today's digital landscape, your online strategy needs to be just as impressive as your real-world offerings.
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Discouraged by your property's social media presence? Getting minimal direct bookings?
That’s our wheelhouse, we can help you drive 80%+ direct bookings and maximize the best booking engine in the world– social media.
Fill out an inquiry here and let’s see how we can work together.
See you guys next week!
-Ben Wolff
📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on Direct Bookings Simplified About the Power of Influencers in Vacation Rentals
Ben Wolff
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