📌 Hospitality Highlights: 7th August 2023

Latest Marketing News, Trends, Buyer Insights & Strategic Intelligence

Welcome to this week’s newsletter - I have some important news to share. Based on your feedback, I will now send two additional weekly newsletters you can subscribe to separately. Please enjoy them with my compliments! 

Hospitality Highlights will continue to round up the latest Marketing News & Tips, Buyer Behaviour and Customer Experience Trends. 

• Published Every Monday

Hotelier Hub will cover Hotel Industry News, Travel & Tourism Trends, OTAs & AirBnB Competitor Insights, Revenue Management Tips, Business Travel, MICE, Digital Transformation, Guest Experience, Direct Booking Strategies, and Hotel Marketing Advice. 

• Published Every Tuesday

Food For Thought covers Restaurant Industry News, Food & Beverage Trends, Delivery Platforms, Reputation Management, Diner Experience, Menu Engineering Tips, QSR Insights, Technology & Innovation, and Restaurant Marketing Advice. 

• Published Every Thursday

Paid Subscribers can enjoy deep dive articles, hashtag research, monthly content calendars, marketing campaign guides, in-depth reputation management, branding, customer experience, digital marketing, social media and buyer insights.

• Published Every Wednesday & Friday

If you would like to sign-up for one or both of these newsletters, please reply to this email and let me know which you'd like to receive, and I'll ensure that you are added.

Alternatively, you can switch on these sections in your Substack Settings. 

In this week's Hospitality Highlights Newsletter

• Instagram Rolls Out Improved DM Control Options to Help Users Avoid Unwanted Contact

• Meta Launches New AI Tool That Creates Music Using Text Prompts

• Meta’s New Chatbots Set to Improve Targeted Ad Capabilities

• Snapchat’s Lens Creator Rewards Program Allows AR Creators to Earn Money Each Month

• X, Formerly Twitter, Now Lets Paid Users Hide Their Checkmarks

• X Warns Companies Could Lose Verification if They Don’t Buy Ads Report

• TikTok’s Testing a New Option That Would Enable You to Download Your Clips Without a Watermark

• Google Chrome Adds Search Suggestions, Trending Searches on Mobile

• Watermarks Are Set To Appear in All AI-Generated Content

• Why Digital Leadership is a Non-negotiable for Future Success

• Marketing Tip of the Week: How to Boost Organic Reach on Instagram

• #AskDawnGribble How to Get Out of a Shadowban

☕ Grab a coffee, and let’s get started

---

Hospitality Highlights

🛑 Instagram Rolls Out Improved DM Control Options to Help Users Avoid Unwanted Contact

Instagram has launched a new feature to protect users from unwanted images and videos in DMs. Users can only send one message to non-followers until the request is accepted. 

DM invites are limited to text only. This feature prevents the receipt of unwanted content and repeated messages. Instagram highlights the benefit for women, who often receive unsolicited nudes. Good news for your social media and customer service teams! 

The new DM feature complements existing Instagram restrictions, including the "Hidden Words" setting, "Limits" feature, and "Restrict" setting, which enable users to monitor bullies discreetly. 

http://askdawn.link/LWnuR1 

🎵 Meta Launches New AI Tool That Creates Music Using Text Prompts

Meta has launched AudioCraft, an AI tool that generates high-quality audio and music from text prompts. Consisting of three models - MusicGen, AudioGen, and EnCodec - AudioCraft simplifies generative models for audio. MusicGen uses licensed music, while AudioGen utilises public sound effects. 

AudioCraft seeks to inspire by providing accessible and versatile tools for composition and creativity, opening up new possibilities for AI-generated audio and music. 

Its array of models simplifies the generative process and empowers users to explore innovative soundscapes—exciting news for creative teams and brands who want to create and establish an aural brand identity.
http://askdawn.link/cMurfW 

💬 Meta’s New Chatbots Set to Improve Targeted Ad Capabilities

Meta plans to launch a new range of chatbots with distinct personalities to enhance user engagement and provide innovative search functions and recommendations on Instagram and Facebook. 

These chatbots will include personas such as an Abraham Lincoln-inspired bot and a surfer bot for travel advice. Chatbots can be invaluable tools for restaurants and hotels to connect with different consumer types in several ways, including personalised recommendations, reservations, menu and room assistance, special offers and promotions, and providing customer service and support.  

Implementing AI chatbots can raise privacy concerns, as they will collect additional user data to deliver personalised content and advertisements, so you must ensure your privacy policies are up-to-date and customer expectations are managed. 

The launch of AI chatbots is expected to reshape personalised marketing, with businesses increasingly adopting chatbots to ensure uninterrupted customer engagement. 
http://askdawn.link/UEZgn5

🤳 Snapchat’s Lens Creator Rewards Program Allows AR Creators to Earn Money Each Month

Snapchat is introducing the Lens Creator Rewards program, allowing AR creators and developers to earn money from successful lenses. The program will prioritise top performers from 40 eligible countries who can participate. 

Creators will receive notifications and emails once they qualify for rewards. The program aims to provide new revenue opportunities for lens creators and inspire more people to create lenses.

Hotels and restaurants can leverage Snapchat's new Lens Creator Rewards Program to collaborate with AR creators and developers. They can partner with top-performing lens creators to develop unique, engaging AR lenses highlighting their services or offerings. For instance, a restaurant could sponsor a lens that virtually presents its signature dish, while a hotel could develop a lens showcasing its rooms or amenities.

The lenses can be used in Snapchat campaigns to drive traffic and engagement, generating potential revenue growth. By working with creators who have proven their ability to create popular and engaging lenses, businesses can tap into a new form of advertising that directly connects with Snapchat's large and dynamic user base.

http://askdawn.link/8TpnfL

🕵️  X, Formerly Twitter, Now Lets Paid Users Hide Their Checkmarks

X, formerly known as Twitter, now allows paid users to hide their verification checkmarks. The feature was introduced last year with the Twitter Blue relaunch and has been renamed XBlue during the ongoing rebranding exercise. 

Paid subscribers can conceal their checkmarks on their profiles and posts, although they may still be visible in some places. Some features may not be accessible while the checkmark is hidden, but the company promises to improve the feature. This change aims to address the controversy surrounding paid verification—good news for hospitality leaders who enjoy the functionality of XBlue without the stigma.

The stigma around owning a Twitter Blue account is primarily due to the perception that those who subscribe are inherently more supportive of Elon Musk and his vision for Twitter. This is often associated with "anti-woke" politics, leading to movements like #BlockTheBlue, where some Twitter users are blocking all subscribers of Twitter Blue. Moreover, some people on Twitter take pride in not having a blue seal, viewing the loss of verification as an honour. 

However, this stigma doesn't consider the diverse reasons users may subscribe to XBlue, from prioritised search rankings to text-based two-factor authentication. http://askdawn.link/ysHSk8 

💰 X Warns Companies Could Lose Verification if They Don’t Buy Ads Report

X's new ad policy comes into effect on August 7th. Brands must meet specific spending thresholds to retain their official brand account verification, symbolised by the gold checkmark. To retain verification, brands must have spent at least $1,000 on ads within the previous 30 days or $6,000 within the past 180 days.

These new measures could potentially alienate advertisers and brands due to the imposed spending threshold. The requirement to spend at least $1,000 monthly on ads to retain official brand account verification can be perceived as a pay-to-play move by X. This could push away smaller brands or those with limited advertising budgets, creating a barrier to entry.

Hotels and restaurants, often operating with tight margins, will likely need to rethink their Twitter strategies. They might find the new rules too demanding or unpredictable, considering the number of changes made to the platform, often without warning. The frequent changes could lead to uncertainty, making it hard to plan their social media strategy effectively. http://askdawn.link/7m1hYs 

📥 TikTok’s Testing a New Option That Would Enable You to Download Your Clips Without a Watermark

TikTok is reportedly testing a new feature that allows users to download their video clips without the TikTok watermark, enabling them to reuse the content on other platforms. 

The move comes as Instagram restricts the reach of videos with watermarks or logos, encouraging exclusive content in its Reels feature. TikTok's new option allows users to download their video clips without the TikTok watermark, allowing for easier cross-platform sharing. 

This update is a significant benefit for social media and content creators for restaurants and hotels, as it allows them to create content once on TikTok and then repurpose it across various social media platforms without the TikTok watermark, saving time and resources.

Without the watermark, videos reposted on Instagram Reels will not be suppressed, increasing their visibility. This broadens the reach of the content, potentially attracting a larger audience and boosting engagement rates, which is crucial to successful social media marketing. http://askdawn.link/9ksLM7 

📈 Google Chrome Adds Search Suggestions, Trending Searches on Mobile

Google has announced the addition of four new search-related features to the mobile version of Chrome. These new features will provide users with more search suggestions and trending topics directly in the Chrome address bar. One of the features, "Related to this page," will show relevant search suggestions based on the webpage a user is visiting.

The new Chrome update includes increased search suggestions in the address bar from six to ten. These features enhance the search experience and provide users with more valuable and helpful content. The update is currently available for Android users and will be rolling out to iOS Chrome users.   

This new update from Google Chrome can benefit restaurants and hotels in a number of ways. Firstly, the feature that provides search suggestions based on the viewed webpage can help users discover dining and accommodation options that they might have yet to consider, boosting visibility for these businesses.

The related search feature can provide users with more contextual and relevant information when selecting a phrase on a webpage. For instance, if a user is reading a review about a restaurant, this feature could suggest other similar eateries or nearby hotels, potentially leading to increased bookings and sales.

http://askdawn.link/fVK64e

✅ Watermarks Are Set To Appear in All AI-Generated Content

Several AI companies, including OpenAI, Alphabet, and Meta Platforms, have voluntarily committed to implementing measures such as watermarking AI-generated content to enhance the technology's safety. 

At a White House meeting with representatives from seven companies, including Microsoft and Amazon, the commitment was made to develop a system to watermark all forms of AI-generated content.

Watermarking AI-generated content can protect brand identity by establishing a clear link between the content and the brand, ensuring that the brand's ownership of the content is evident. This can deter misuse or misrepresentation of the brand's content, hence safeguarding the brand's reputation and value.

However, for content creators, this move may present a few challenges. Watermarking could limit content creators' flexibility and creative freedom, as they would need to work within the constraints of the watermarking system. http://askdawn.link/AhSpeq 

📱 Why Digital Leadership is a Non-negotiable for Future Success

Digital skills are now essential for nearly every role. Traditional leadership styles must be revised for the digital workforce, which demands data-driven decision-making and collaboration. 

The essential qualities and skills for digital leadership include solid digital literacy, a growth and experimentation mindset, fostering collaboration, and effective communication. Businesses must address the digital skills gap by incorporating digital learning opportunities and creating a culture of continuous learning.   http://askdawn.link/JE4Rvm 

---

Marketing Tip of the Week: How to Boost Organic Reach on Instagram

Organic reach on Instagram refers to the number of unique users viewing your content without paid promotion or advertising. In recent years, there has been a decline in organic reach on Instagram due to increased competition and changes in the platform's algorithms. Instagram's algorithm prioritises content that is relevant and engaging for users. 

Here Are My Top Tips for Boosting Organic Reach on Instagram

Serve, Don't Sell

To boost your organic reach on Instagram, it is essential to adopt a serve-first mindset rather than focusing solely on selling.

Creativity and Content Types

Experiment with different content formats and types that connects with your target audience. Instagram offers various content formats, including images, videos, Stories, Reels, and Threads. By diversifying your content, you can cater to different user preferences and increase your chances of reaching a wider audience.

Utilise Trending Sounds & Audio

Keep an eye on trending topics and popular audio on Instagram. By participating in trends and remixing existing content, you can increase your chances of appearing in users' feeds and actively engaging with similar content. 

User-Generated Content

Encourage your followers to create content related to your brand and share it with their networks. UGC expands your reach and fosters a sense of community and authenticity around your brand.

Carousel Posts

Carousel posts allow you to share multiple images or videos in a single post, providing more opportunities for engagement. Encourage your audience to swipe through the carousel to see more of your content. Carousels are one of the most engaging media types on the platform. They work brilliantly to introduce menus and rooms. 

Interactive Instagram Stories

Instagram Stories has many interactive features, such as polls, quizzes, and question stickers. Use these tools to encourage your followers to engage with your stories and participate in conversations. 

Collaborate and Cross-Promote

Collaborating with influencers and relevant brands in your industry can significantly boost your organic reach. Partnering with influencers who share your target audience allows you to tap into their followers and expand your reach. Cross-promoting your content on other social media platforms or through collaborations can help you reach new audiences and increase your organic reach.

Boosting organic reach on Instagram requires a strategic approach, creativity, and a deep understanding of your target audience. By serving your audience valuable and entertaining content, diversifying your media, and leveraging trends and collaborations, you can maximise your organic reach and build a thriving community of engaged followers. 

---

#AskDawnGribble

Each week, I answer your question and provide expert tips and advice to help you stay ahead of your competition. This week’s question is from Connor, who says:

“Our restaurant's Instagram presence has been experiencing a significant decline in engagement over the past 5 months, and despite our efforts, we haven't been able to turn things around. Our average likes per post have plummeted from 150-200 to a disappointing 19-30, and our reels are barely getting 6 or 7 views.

To avoid any further setbacks, we've stopped using hashtags for months now, fearing that we might unintentionally use a banned one. Despite staying consistent with our posts, there's a lingering concern that our account may never recover. It's getting to a point where I'm contemplating leaving Instagram, despite genuinely enjoying the platform. A friend suggested we may be shadowbanned - what can I do to get out of that?”

How to Get Out of an Instagram Shadowban?

An Instagram shadowban is an unofficial action taken by the platform that reduces the visibility of your content, resulting in fewer likes, comments, and overall engagement. It occurs when Instagram decides to deprioritise certain accounts and restricts the reach of their posts. The affected users are not notified of the shadowban, making it challenging to identify them.

Instagram has not officially acknowledged the concept of shadowbanning, but it is a term widely used by users to describe the phenomenon. The platform maintains that it does not engage in shadowbanning, but it does acknowledge that specific posts may not appear in the Explore section if they violate community guidelines.

Why Does an Instagram Shadowban Happen?

Several factors can lead to an Instagram shadowban. Understanding these factors can help you avoid being shadowbanned in the first place.

Violation of Instagram's Terms of Use

One common reason for a shadowban is the violation of Instagram's Terms of Use. This includes using automation tools or bots to increase followers, buying fake followers or likes, and engaging in spam-like behaviour. Instagram actively monitors and cracks down on such activities to maintain a high-quality user experience.

Exceeding Daily or Hourly Limits

Instagram imposes certain limits on user activity to prevent spam and maintain the integrity of the platform. Engaging in excessive likes, comments, follows or unfollows within a short period can be seen as spammy behaviour and may result in a shadowban. Staying within the recommended limits is essential to avoid triggering Instagram's spam filters.

Using Banned Hashtags

Instagram monitors hashtags used on the platform to ensure they comply with community guidelines. If you use a hashtag that has been banned or flagged for inappropriate content, your posts may not appear in the hashtag search results, potentially leading to a shadowban. Researching and avoiding using hashtags known as banned or associated with spam or inappropriate content is crucial.

Account Being Reported

Consistently violating Instagram's community guidelines or receiving multiple reports from other users can draw attention to your account and potentially result in a shadowban. It is essential to adhere to Instagram's policies and create respectful, inclusive content that aligns with the platform's standards.

How to Check if You've Been Shadowbanned

If you suspect that you have been shadowbanned on Instagram, there are a few methods you can use to check and confirm your suspicions.

Check Your Hashtags

One way to determine if you have been shadowbanned is to check the visibility of your posts on hashtag search results. Start by searching for the hashtags you have used in your recent posts. If your posts do not appear in the hashtag search results or there is a message indicating that posts using the hashtag are hidden, it strongly suggests a shadowban.

Use a Non-Follower's Account

Another method is to view your posts from the perspective of a non-follower. Ask someone who does not follow your account to search for your account by name, and then by one of the hashtags you have used in your recent posts. If your name does not appear in the search results and the post does not appear under the hashtag's recent section, it suggests that your account may be shadowbanned.

Repeating these tests using multiple non-follower accounts is recommended to ensure accurate results.

How Long Does an Instagram Shadowban Last?

The duration of an Instagram shadowban can vary. It usually lasts for a few days to a few weeks. However, in some rare instances, it may persist for months. The actual length of the shadowban depends on various factors, such as the severity of the violation and user behaviour.

It's important to note that Instagram does not disclose specific details about the duration of shadowbans. Instead of focusing on the duration, it is best to concentrate on following Instagram's community guidelines and best practices to avoid getting shadowbanned in the first place.

How to Get Out of an Instagram Shadowban

If you have been shadowbanned on Instagram, there are several steps you can take to rectify the situation and regain your visibility and engagement.

Delete Copyright Violation Posts

Review your profile and identify any posts that may have violated Instagram's community guidelines or copyright regulations. Suppose you find any content with copyright violations, such as a post with a removed sound due to copyright infringement. In that case, it is advisable to delete those posts to avoid further issues.

Stop Using Software Violating Instagram's Terms of Use

If you are using any automation tools, bots, or unofficial Instagram schedulers that violate Instagram's Terms of Use, it is crucial to stop using them immediately. Instagram can flag these activities and may contribute to a shadow ban. Additionally, consider changing your account password to ensure the unauthorised tools no longer have access.

Delete Low-Quality or Low-Reach Posts

Evaluate your past posts and identify low-quality content or low engagement. Deleting such posts can help improve your account's overall quality and reach. Instagram's algorithm favours posts that receive genuine engagement and interaction from users.

Revoke Permissions for Third-Party Apps

Review the permissions you have granted to third-party apps and services with access to your Instagram account. Ensure that these apps comply with Instagram's guidelines and do not engage in activities that could result in a shadowban. Revoke permissions for any apps that may raise concerns.

Take a 48-Hour Posting Break, Then Maintain Your Regular Posting Schedule.

If you suspect a shadowban, consider taking a 48-hour break from posting on Instagram. This break allows Instagram's algorithms to reevaluate your account and engagement patterns. After the break, resume your regular posting schedule, ensuring you follow best practices and comply with Instagram's guidelines.

Raise a Support Ticket

If you believe that your shadowban is a mistake or are unsure about its reasons, you can raise a support ticket with Instagram. Navigate to Instagram's Help section and report the problem you are facing. Provide a detailed explanation of your issue, including relevant screenshots or evidence. Instagram's support team will review your case and provide further assistance.

How to Avoid a Shadowban

Focus on Organic Growth and Engagement Strategies

To lift a shadowban and improve your visibility on Instagram, it is essential to focus on organic growth and engagement strategies. Avoid using shortcuts or artificial methods to gain followers or likes. Instead, invest time and effort in creating valuable content, engaging with your audience, and building meaningful relationships within the Instagram community. This includes actively responding to comments, initiating conversations, and participating in relevant discussions.

Do Not Use Bots

Using bots, automation tools, or any other form of artificial engagement is against Instagram's guidelines and can lead to a shadowban. Avoid using these tools to grow your followers or artificially increase your engagement. Instead, focus on authentic and genuine interactions with your audience.

Do Not Buy Fake Likes or Followers

Buying fake likes or followers is not only a violation of Instagram's guidelines but also detrimental to your account's reputation. Instagram's algorithms can detect and penalise accounts that engage in such practices. Instead, focus on attracting genuine followers genuinely interested in your content.

Don't Spam Your Followers

Engaging in spam-like behaviour, such as excessively liking, commenting, or messaging users, can trigger Instagram's spam filters and potentially result in a shadowban. It is essential to engage with other users' content thoughtfully and authentically rather than engaging in mass actions that may be perceived as spam.

Post Using Meta Business Studio

Using Instagram's official tools and features, such as Meta Business Studio, can help improve your account's visibility and avoid potential shadowbans. These tools are designed to comply with Instagram's guidelines and provide a reliable and secure platform to manage your business account.

Monitor Growth and Engagement Levels

Regularly monitor your account's growth and engagement levels to identify sudden drops or changes. Keeping track of your account's performance can help you detect and address potential issues, such as a shadowban, at an early stage.

Post High-Quality Content and Videos

Invest in creating high-quality content and videos that resonate with your target audience. Focus on providing value, entertainment, or inspiration with your posts. Instagram's algorithms prioritise engaging and valuable content, increasing the likelihood of reaching a wider audience and avoiding a shadowban.

Use Thought-Provoking Hooks and Calls to Engagement

Use thought-provoking hooks and calls to action in your captions to encourage genuine engagement with your posts. Ask your audience questions, seek their opinions, or request their input on a topic related to your content. This will encourage users to leave comments and engage with your posts authentically.

Update Your Social Media Brand Guidelines

Review and update your social media brand guidelines to ensure they align with Instagram's community guidelines and best practices. Educate yourself and your team on Instagram's policies and stay updated with any changes or updates. Adhering to these guidelines can minimise the risk of a shadowban and maintain a positive online presence.

Remember, while a shadowban may temporarily affect your account's visibility, focusing on creating valuable content, engaging with your audience authentically, and following Instagram's guidelines will help you overcome the shadowban and grow your Instagram presence organically.

Take-Away

An Instagram shadowban can be a frustrating experience, but it is not permanent. By understanding the potential causes of a shadowban and implementing best practices, you can avoid falling victim to one. Focus on creating high-quality content, engaging with your audience genuinely, and adhering to Instagram's community guidelines. By doing so, you can maintain a strong and authentic presence on Instagram and avoid the negative impact of a shadowban.

Got a Question? 

Simply comment on this newsletter or social media with #AskDawnGribble

---

Coming Soon 

• Hospitality Hashtag Research September

• Deep Dive - Luxury All-Inclusive 

• Campaign Plan: Christmas

• Why Customers Are Turning on AirBnb

• Instagram Strategy - Part 3: Community Management 

• Hospitality Leaders Personal Brand Strategy

• The Role of Consumer Psychology in Hospitality Marketing

⭐⭐⭐⭐⭐

That’s a wrap for the week! 

Please don't hesitate to contact me with any feedback or suggestions for future topics. Here's to Your Success 🥂