Exploring TikTok's Potential: Results from testing TikTok for our Tennessee lodge

As a relatively new lodge owner with over a decade of experience in tech digital marketing, I've learned that staying ahead in the marketing game means constantly adapting to new channels. Whether we like it or not, marketing is always changing!

While every BnB, inn, lodge, etc. should maintain a core set of marketing activities, I believe it's crucial to allocate a small portion of time and budget to explore new channels.

This approach is essential because the digital landscape is in constant flux, with new channels continually emerging as our guests’ preferences shift.

The evolution of online communication illustrates this perfectly. From the early days of email to instant messaging platforms like AIM, and then to social media giants like MySpace and Facebook, we've seen a constant progression. Today, we're witnessing the rise of platforms like Instagram, Snapchat, and most recently, TikTok.

Recognizing this trend, we decided to test our content on TikTok. After a few months of posting 2-4x per month (which is very little), we've gathered some interesting insights that I'd like to share with fellow inn and lodge owners.

Based on our recent TikTok analytics, here are some key insights:

Reach and Visibility: Our content has reached 68,634 people since January 1, 2024. This demonstrates TikTok's potential for reaching a broad audience, even for niche businesses like inns and lodges.
Engagement: We've received 2,075 likes, 37 comments, and 294 shares this year. While these numbers are modest, they represent genuine interest in our content and potential for growth.
Brand Awareness: Our TikTok presence has led to 561 profile views and 128 website clicks. This indicates that our content is sparking curiosity about our business, potentially planting seeds for future bookings.

It's important to note that at this stage, we don't expect TikTok to be a direct booking-generating tool. In marketing terms, it's not yet a conversion channel for us. However, with continued effort and refinement, it has the potential to become one.

Currently, TikTok serves primarily as an awareness tool – the top of our marketing funnel. It's allowing us to get in front of as many potential guests as possible, as cost-effectively as possible. The goal is to ensure that when people in our target audience start planning a vacation in our area, our lodge comes to mind.

Key takeaways

For fellow inn and lodge owners considering TikTok, here are some takeaways based on our experiment:

Focus on Storytelling: Use TikTok to showcase the unique experiences your property offers. Behind-the-scenes content, local attractions, and guest testimonials can be particularly effective.
Consistency is Key: Regular posting helps maintain visibility and grow your audience over time. We’ve been really bad about consistency and still got some traction. So don’t feel bad if you can’t commit to a regular schedule yet. The most important part is starting.
Engage with Your Audience: Respond to comments and encourage interaction to build a community around your brand.
Analyze and Adapt: Use TikTok's analytics tools to understand what content resonates best with your audience and adjust your strategy accordingly.
Be Patient: Building a significant presence takes time. Don't be discouraged by initial low numbers – focus on creating quality content and engaging with your audience.

Resources for how to get started on TikTok

Content Ideas for Inns and Lodges

Room tours showcasing unique features
Local attraction spotlights
Seasonal decor changes
Guest experience highlights (with permission)
Behind-the-scenes of preparing for guests
Local cuisine or recipe showcases
Staff introductions
Unique amenities or features of the property
Day trips or itineraries from your location
Answering FAQs about your property or area

Sample Content Calendar

Here's a basic monthly content calendar to help you balance different types of content:

Week 1: Room tour (Monday), Local attraction spotlight (Thursday)
Week 2: Behind-the-scenes prep (Tuesday), Guest experience highlight (Friday)
Week 3: Staff introduction (Wednesday), Local cuisine showcase (Saturday)
Week 4: Seasonal decor or event (Sunday), FAQ or travel tip (Thursday)

Technical Tips for Creating TikTok Videos

Optimal video length: 15-60 seconds
Best times to post: Experiment, but often evenings and weekends work well
Use popular TikTok features: Duets, stitches, and trending filters can boost engagement
Optimize descriptions: Use relevant keywords and 3-5 hashtags

Analyzing Your TikTok Performance

To calculate your engagement rate: (Likes + Comments + Shares) / Views x 100
For the hospitality industry, an engagement rate of 3-5% is considered good. Our current rate based on the data is about 3.5%, which is a solid start.

Addressing Common Challenges

Time constraints: Create multiple videos when you have downtime, and then share the extra ones later Content creation skills: Start simple and improve over time.
Use TikTok's built-in editing tools if needed Consistency: Set reminders or schedule dedicated TikTok time

Integrating TikTok with Your Overall Marketing Strategy

Repurpose TikTok content for Instagram Reels or YouTube Shorts (and vice-versa – that’s what we did)
Use TikTok to drive traffic to your website or mailing list
Incorporate TikTok handles and hashtags in your physical property to encourage guest-generated content

TikTok Advertising Options

While organic growth is great, TikTok offers several ad formats that can boost your reach:

In-Feed Ads
TopView Ads
Branded Hashtag Challenges

Consider starting with a small budget to boost your best-performing organic content.

Emerging TikTok Trends for Hospitality

Virtual property tours
ASMR content (e.g., nature sounds from your property)
Collaborations with local businesses or influencers
Sustainability initiatives showcases

In conclusion

While TikTok may not immediately drive bookings, it's been a valuable tool for increasing brand awareness and reaching our potential guests where they're spending their time online.

Most importantly, this is a tool to reach an audience who could make up the next generation of our inns’ guests!

If you're already testing TikTok for your BnB, inn, or lodge, give us a follow and we'll follow you back!