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Both TikTok and Reels are short-format platforms that feature video content that’s meant to be snackable and light. The format lends itself to quick looks at specific aspects of a hotel’s experience, as well as for content created with influencers and other partners.

TikTok rose to prominence with short-form videos (15 or 60 seconds) that have a signature editing style: jump-cuts that make for energic edits to entertain and surprise. These videos often focus on dance routines and other “challenges” that encourage the community to create content around a shared theme.

Social media app TikTok recently topped Google as the world’s most visited website. That impressive feat also cements TikTok as a top channel for hotel marketers. It’s simply no longer possible to ignore the reach and impact of this platform.

The growing popularity of TikTok’s short format videos has also led to copycats from competitors. The biggest is Reels, Instagram’s answer to TikTok. Both platforms feature short videos that offer a light-hearted way to inject fun into a hotels’ social strategy.


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