📌 2025 Social Media Tactics That Work for Hospitality

Proven strategies for hotels, restaurants, and F&B brands—from TikTok trends to LinkedIn video and YouTube storytelling that drives real bookings.

🌞 Welcome to this Week's Newsletter

Emotion is outperforming design. And TikTok knows it. 72% of TikTok users say they discover new products through the platform, with 60% of users taking action after watching a TikTok video. From TikTok’s emotional soundtracks to YouTube binge formats and LinkedIn’s shift to vertical video, this issue breaks down what’s really working on social media right now.

Get clear, actionable tactics for Instagram Carousels, restaurant video formats, and how to use nostalgia without falling into cliché.

Hospitality brands don’t need more noise—they need smarter positioning.

This playbook gives you the clarity, tactics, and edge to stay seen in 2025.

Let’s Check In ☕

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Social Media Ins and Outs

✅ IN

• Subscriptions

• Playlists

• Inclusive, unfiltered images

• Micro-communities

• 4:5 aspect ratio for the Instagram grid

• Keyword-rich evocative descriptions

• TikTok as a Search Engine

• 20-image Carousels on Instagram

❌ OUT:

• Loyalty points

• 1080x1080 posts on the Instagram grid

• Over-designed media

• Using the same copy on all platforms

• X

• Hashtags (maybe)

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❓ Are Instagram Hashtags Dying?

Despite the claims, Instagram Hashtags aren’t dead yet—but they’ve stopped being a priority signal. In an interview with the Daily Mail in January, Instagram boss Adam Mosseri discussed the effectiveness of hashtags on the platform. When asked if they still work, Mosseri replied emphatically:

“They don’t! I’ll tell you that. They don’t work.”

While hashtags may not have the same prioritisation on Instagram, content creators argue they still play an important role in discoverability, helping users find niche topics easily. A proven tactic is to use location-based hashtags like #LondonStaycation alongside niche tags like #LondonFoodie to attract tourists and locals interested in those experiences.

For brands, using keyword-rich captions along with niche, location, and branded hashtags helps boost content visibility. It’s a smart move that works with the Instagram algorithm, which favours and rewards authenticity and relevance. You’ll also reach Gen Z and Millennials using Instagram as a search platform.

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🔥 Why Carousels Are the Most Effective Instagram Content

You might think Reels are the top performer on Instagram, especially with all the buzz around them recently. But the truth is, carousels are outpacing them in engagement and performance. In fact, carousels drive higher engagement and more saves than any other format on Instagram.

A recent study found that accounts with 100k–1M followers saw 134 saves on average, higher than the saves for both Reels and Images. This means users are more likely to save carousel posts for future reference, which is ideal for hospitality brands looking to stay top-of-mind. Your carousels aren’t just helping you get noticed—they’re creating future opportunities for bookings and return visits.

Customers might save posts featuring suites to stay in, special offers, new dishes they want to try, or locations they plan to visit. Encouraging users to save posts is key to driving long-term engagement so include appropriate CTAs in the description and on the last page of the carousel.

With up to 20 slides, Instagram Carousels offer excellent storytelling potential. Furthermore, carousels with music are now eligible to appear in the Reels tab, which can extend reach. With these key features, carousels are undeniably one of the best ways for hospitality brands to increase engagement and reach niche audiences.

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🗝️ Join Me in the VIP Lounge 🔒

New tools, new trends, constant updates. I’ll show you what’s changed and exactly how to use it to stay ahead of the competition.

This week in the Lounge

🌟 TikTok Trends Hospitality Can’t Ignore in 2025
🎵 TikTok Music Strategy – Emotional Cues That Drive Reach
💼 LinkedIn Video That Opens Doors in B2B Hospitality
📺 YouTube Channel Formats That Build Trust and Desire
🔐 VIP Only Tips & Recommended Resources

You can also ask questions in the member-only comments, where I’ll reply with practical, tactical advice, without the consulting fee.

Let’s get to work 👇

🌟 TikTok Trends Hospitality Can’t Ignore in 2025