Under the Influence: How to Market Your Hotel on TikTok Like a Viral Sensation

Whether you’re paying for ads or want to advertise on a budget, these ideas may work for you.

TikTok was the most downloaded app in the U.S. in 2021. Every minute, 167 million TikToks are watched, software company CVENT reports. That means the app is prime real estate for advertising.

There are many ways to advertise on TikTok, and you don’t have to stick to one. You can pay for an various forms of ads, pay an influencer, or produce free content. Influencers have a set audience and you can use that to reach them. Paid ads will force your content onto users’ feeds, ensuring it gets seen by a target audience which you can arrange with TikTok. You can also create engaging and consistent content on TikTok to advertise your brand without paying a cent.

If you’re considering hiring an influencer, take a look at GEM’s suggestions.

But whether you’re making an ad you’ll pay to disseminate or content you’ll be pushing out freely, it’s worth your time. As of October, 2023, TikTok has 116.5 million adult users in the U.S. According to Statista, 18 percent of TikTok’s adult userbase is between 18 and 24 years old. About 17 percent are between 25 and 34 years old and about 16 percent are 35+. That’s a large audience to tap into.

Whatever method of advertisement you choose, here are a few tactics to keep in mind…

Branded hashtag challenges

Create and promote branded hashtag challenges to encourage user-generated content. Develop challenges that resonate with your theme or any unique amenities and services, inviting users to participate and share their own experiences. This not only boosts engagement but also increases the visibility of your hotel as users share videos with their followers. Depending on your challenge, it can also create a sense of FOMO.

Live streaming events

Take advantage of the live streaming feature to host virtual events or behind-the-scenes glimpses of how your hotel functions. Live interactions with the audience create a sense of authenticity, allowing you to show off your personality and connect with potential guests on a more personal level. Consider running exclusive promotions or Q&A sessions during live streams to keep engaging users.

Interactive challenges with staff

Showcase the human side of the hotel by involving staff members in interactive challenges. This could range from fun dance-offs to showcasing their daily responsibilities in a creative way. Humanizing the hotel experience by introducing the team fosters a sense of connection and relatability among potential guests. Just be sure to use staff who are enthusiastic and comfortable with being on camera.

Contests and giveaways

Run contests and giveaways to incentivize user participation and create a buzz around your business. Encourage users to create content related to their dream stay or use a specific hashtag for a chance to win prizes. This tactic not only boosts engagement but also takes advantage of the platform’s viral nature as users share their entries.

Seasonal and holiday campaigns

Align your marketing efforts with seasonal and holiday themes to capitalize on trending topics the algorithm is promoting. Create festive and themed content to celebrate holidays, events, or local events. This not only keeps your content relevant but also taps into the trending conversations on TikTok, increasing the chances of the content being seen and shared. Is it summer? Do you offer a pool or a cocktail bar? Show off your refreshing cocktails that guests can enjoy in the sun. If it’s around the winter holiday season you can show off your unique decor.