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A Social Media Reality Check for Hoteliers: The TikTok Era

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The landscape of social media has evolved dramatically over the last decade. Launched in 2010, Instagram has grown to become a staple in most businesses’ marketing strategies, including hotels. But after 13 years, if your hotel’s presence on Instagram or Facebook is still relatively unnoticed, it might be time to reevaluate your social media strategy.

Today, the world’s attention has shifted towards a new social media titan—TikTok. As the fastest-growing social media platform for several years now, TikTok presents an unparalleled opportunity for hoteliers to build an engaged audience and expand their digital footprint.

The Rise of TikTok

Since its international launch in 2016, TikTok’s user base has skyrocketed, surpassing even the user engagement on long-standing platforms like Facebook and Instagram. The key to TikTok’s success is its unique algorithm that promotes user engagement and content discoverability. Unlike Facebook and Instagram, where content from unknown sources is less likely to reach you, TikTok’s For You page regularly features posts from a wide variety of creators, providing a golden opportunity for new businesses and influencers to grow their audience.

Embracing TikTok for Hotel Marketing

Building a presence on TikTok requires a different approach than traditional social media platforms. Here, creativity is king. The best-performing content on TikTok is often short, engaging, and creative. For hotels, this could mean showcasing behind-the-scenes footage, sharing unique guest experiences, or participating in popular trends.

If creating such content in-house is challenging, consider hiring a professional videographer or content creator who understands the platform’s dynamics. This investment can pay off significantly in terms of brand visibility and engagement.

How GuestRadar Can Help

As part of your TikTok strategy, understanding your target audience is crucial. Here’s where GuestRadar comes in handy. GuestRadar can provide insightful data showing which segments of your market use TikTok for hotel selection and travel inspiration. By understanding who your potential guests are on TikTok, you can craft more effective and targeted marketing campaigns, ultimately boosting your conversion rates.

Targeting Ads on TikTok

In addition to organic content creation, TikTok also offers a robust advertising platform. Much like Facebook and Instagram, you can target users based on demographics, interests, and behaviors. Furthermore, the platform allows for the creation of custom audiences based on your past guests and the expansion of those audiences with lookalike features.

Accurate targeting is crucial when advertising on TikTok. As the platform’s user base continues to grow, so does the diversity of its audience. Hence, a one-size-fits-all approach to TikTok ads will likely yield suboptimal results. Instead, hoteliers should leverage precise audience targeting to reach potential guests who are most likely to be interested in their offerings.


In conclusion, the social media landscape is constantly evolving, and businesses must adapt to stay relevant. While Facebook and Instagram have their place, hoteliers looking to expand their digital reach should not ignore the potential of TikTok. With its rapidly growing user base and high engagement rates, now is the perfect time to establish your hotel’s presence on TikTok. Remember, the key to success on TikTok, much like any other platform, lies in creativity, engagement, and accurate audience targeting. Tools like GuestRadar can provide valuable insights that can make your journey on TikTok more effective and rewarding.