Take a quick look at what 2022 had in store in terms of marketing - this applies to the vacation rental industry! As a short term renter, you wear many hats including being the marketing specialist for the property. In this role, you're required to make time for research and creativity in order to succeed. This time consuming factor can be delegated if you choose to invest in a vacation rental management program that offers marketing.
The most important thing to know is at Finger Lakes Premier Properties, our marketing team is meeting the audience where they’re at. This means an increase of user-generated content, video and drone footage, short video clips like Reels and TikToks, and Influencer marketing.
Why did the ad and marketing world experience a rapid rise in influencer marketing? Data is the answer. With the ability for marketers to collect (and share) information about users in real-time, it’s easy to see why influencer marketing has become so popular. This trend isn’t going anywhere, it’s expected to rise in the years to come. By implementing these trends our Facebook data year-over-year shows:
Short-form video has taken off - it’s both the most used and the most engaging social media format. This aligns with the mobile-first audience - the main device that’s used to engage on social media. Incorporating short video into your content strategy on social media is crucial for brand growth and conversions. Areas to focus on right now are TikTok, Instagram Reels, and Youtube Shorts.
It’s important to test and optimize your marketing strategy based on how your audience responds. When you have a successful marketing strategy and have identified your target audience, you can evaluate the effectiveness of your campaigns. Remember, the most important metrics to gauge your vacation rentals success are based on your own benchmarks like number of bookings, follower growth rate, and daily posts.
Overall, social media has been the top channel for marketers to reach their consumers in 2022. It continues to be a common path for building relationships in business-to-consumer fields. This is the reason why most people use it to send messages, exchange ideas and discuss news - It’s a 24/7 platform to keep companies and consumers connected that should be utilized by each and every brand or business.
To learn more about Finger Lakes Premier Properties Vacation Rental Program (serving the Finger Lakes Region only) make sure to visit JoinFLPP.com for a complementary lake home evaluation or explore our marketing progress on social media @flpplake!