Leonardo interviewed Taylor Short, hotel market researcher at Software Advice, about how hotels can use Instagram to amplify their story online. 1. Why is Instagram gaining so much popularity? And why should hoteliers care?instagram logo: While Twitter and Facebook have their own particular uses, Instagram’s appeal is in its strictly visual nature. People love taking photos, and smartphone cameras are now high quality, so a platform based on photo sharing is, by looking at its 75 million daily users, a platform people want to use. Hoteliers should care about the millions of potential guests they could reach by frequently posting quality content and engaging users with strategic campaigns that call for participation. 2. How can a hotel using Instagram maximize their impact with travel shoppers? Creative, genuine and frequent posts characterize a successful hotel Instagram account. Engaging with other users and gaining followers are the two most significant factors in growing a hotel’s presence on the platform. This can be achieved by taking a personal and authentic approach to posting and interacting with others in a way that doesn’t feel like a hard sell. 3. What should hotels focus on when posting on Instagram? Hotels should focus on the goal of the campaign, which most often is to tell their story by promoting a new amenity or feature. Maintain focus on the goal by using hashtags and posting images that clearly show off why that new amenity is something guests would be attracted to. Get the full story at the Leonardo