INTRODUCTION
According to a Sprout Social report, close to 70% of social media users identified Instagram as their favorite platform for engaging with brand content. In addition, about 50% of Instagram users said they interact with brands at least once a day.
Both Stories and Reels have proved to be the most engaging forms of content on the platform, but it can sometimes be difficult for hotel and restaurant businesses to understand when each should be used.
Following are some tips on when your hotel or restaurant should use Stories vs. Reels.
USE REELS TO EXTEND REACH AND IMPROVE DISCOVERABILITY
With their long-term visibility and high reach potential, Reels have become one of the most popular forms of Instagram content since they launched in 2020.
They appear on your profile grid and in a special Reels tab on your page. Plus, Instagram’s algorithm prioritizes Reels for discovery, which means they are visible to non-followers based on their interests and behaviors. They can appear in the Explore tab, the Reels feed, hashtag searches and users’ home feeds.
Use Reels to show off your hotel or restaurant to those who may not be familiar with your business. For instance, you can create a short video (less than 90 seconds) made up of various clips to highlight some of your offerings or the ambiance of your hotel or restaurant.
You could also show off your brand’s personality with staff picks videos, with POV storytelling or by having your team participate in trends. Instagram users expect Reels to be entertaining or educational, so aim to stick to those content themes whenever possible.
Use trending audio to enhance your content and add some brief overlay text to the Reel to capture users’ attention. Save longer-form text and hashtags for the caption.
Reels are also ideal for collaborations with influencers or brands and local businesses your hotel or restaurant partners with. Add these accounts as collaborators to extend the reach of your content. Unlike a simple tag, this feature shares your Reel to their accounts so it can be easily discovered by their followers as well.
POST STORIES TO ENCOURAGE REAL-TIME INTERACTION AND ENGAGE WITH EXISTING CUSTOMERS
Unlike Reels, Instagram Stories typically only reach your followers and are visible for just 24 hours. This makes them ideal for generating real-time engagement with your current customer base or showcasing time-sensitive (not timeless) content.
For example, you can use Stories to promote your restaurant’s daily special or a limited-time room package at your hotel. You also can use them to share exclusive content with your followers, such as an unpolished behind-the-scenes look into your operations, a giveaway or a brand announcement.
Engage with your followers by posting user-generated content (e.g., by sharing guests’ posts or Stories) to your Story or gathering guest feedback via interactive polls or questions. You also can include a tangible call-to-action (CTA) with link stickers that route to your website or reveal stickers that prompt followers to message you before they can access otherwise blurred mystery content. The latter is ideal for unveiling new menu items, amenities or special offers.
Categorize Stories into highlights to extend their life beyond 24 hours. For instance, you could create a “Testimonials” highlight that shares guests’ feedback or create a “Specials” highlight that houses your current offers or recurring food or drink specials.
HOW TO USE STORIES AND REELS TOGETHER
Sometimes, it makes sense to include both Stories and Reels as part of your hotel’s or restaurant’s social media strategy. As discussed above, Reels can be used to attract new customers or amplify your message, while Stories can help engage existing customers. Use them together to push content that appeals to both audiences.
For instance, you can tease your Reel by sharing it to your Story. Only a portion of the video will play, and your followers will have the option to click on it to view the entire Reel. You also can use interactive stickers like “questions,” “poll” or the emoji slider to get feedback about the video or its message from your followers.
When appropriate, repurpose content to make it work for both formats. Take clips from longer Reels to share as individual stories or combine the still photos or videos you used in your Story to create a Reel.
You also could post real-time Stories from an event you host at your hotel or restaurant and then create a recap Reel using the same images and videos, for example. Similarly, you could combine content from Stories that feature different amenities or specials into a single Reel that lives on your profile.