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Facebook Publishing Insights for Hotels

Facebook recently published an advertorial that, in adition to highlighting several of their product’s features, shared some enlightening stats on how to optimize your brand page’s posting strategy. While following these guidelines won’t guarantee exponential fan engagement growth in the short-term, putting these frameworks into practice will undoubtedly improve your overall approach to sharing Facebook content on behalf of your hotel. Here are a few key points to consider:

  • Posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters
  • Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.
  • Fill-in-the-blank posts generate about 90% more engagement than the average post. 
  • Posts about top-of-mind topics, such as current events, holidays or news, will receive higher engagement levels. For example, posts mentioning Independance Day on July 4th generated about 90% more engagement than all posts published on that day.

Here are some excellent examples of hotel Facebook pages that really get it:

Post with less than 3 lines of text and inclusion of a visually stunning image:


Posts with photo galleries that promote the brand authentically.



Posts that effectively use the “fill in the blank” approach to encourage fan engagement.



Posts about top-of-mind topics that will be more relevant to fans.

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