User Experience Content Guidelines For Social Media

Here are 6 things you can do TODAY to turn around your social media strategy you’ve been neglecting for years: This isn’t theory. This is hands-on, pull-up-your-sleeves action. LET’S GO: ➡️ Audit your last 30 posts: Open your feed and look at what you’ve been posting. Are you selling 24/7? Using stock photos? Talking at your audience instead of talking with them? Write down what types of posts got the most engagement and which ones flopped, that’s your blueprint. Then delete the dead weight that doesn’t represent your brand today. ➡️ Redesign your content pillars: If your content strategy is "post something when we have a promo," you're already behind. You need at least 3–5 clear content pillars: behind-the-scenes, user-generated content, staff highlights, education, and local culture are a great place to start. These help your brand stay consistent, and make it easier to show up every day. ➡️ Start showing faces, not logos: People connect with people, not buildings or brand names. Tomorrow, take out your phone and record your GM talking about why they love working at your property, or introduce your head chef, or film your front desk team welcoming a guest. No scripts. Just real people doing what they do. That’s what performs. ➡️ Reformat your visuals for mobile-first: Horizontal videos? Huge mistake unless you're on YouTube. Go 4x5 or 9x16 for Instagram, Facebook, and TikTok. That vertical real estate is prime attention space. You don't have to refilm everything, just crop and reframe your content correctly. Tomorrow, repurpose one older video the right way and repost it. ➡️ Write like a human, not a brochure: Cut the robotic captions. Nobody’s engaging with “Book your stay now and experience unparalleled luxury.” Tell a story. Share a moment. Ask a question. Get personal. Hospitality is about emotion, your captions should feel like a conversation, not a corporate memo. ➡️ Respond to every comment and DM: You’re not too busy. Engagement is the algorithm’s love language. If someone took the time to leave a comment, take 10 seconds to reply with something meaningful. You’ll be shocked how fast that builds loyalty. Set aside 20 minutes tomorrow to reply to everything, even the old stuff. You can fix this. You just have to stop thinking of social media as a department and start thinking of it as a culture. ---- I’m Scott Eddy, keynote speaker, social media strategist, and the #15 hospitality influencer in the world. I help hotels, cruise lines, and destinations tell stories that drive revenue and lasting results — through strategy, content, and unforgettable photo shoots. If the way I look at the world of hospitality works for you, and you want to have a conversation about working together, let’s chat: scott@mrscotteddy.com.

Forget about these 3 standard pieces of advice: 1) Post daily, no matter the quality. 2) Use complex language to impress. 3) Focus on quantity over quality. Instead, start doing these 5: 1) Connect through aspirational identity. → Tap into universal desires. ↪︎ Align your brand with customers' aspirations. 2) Answer your audience's burning questions. → Use AI tools for research and keywords. ↪︎ Create content that solves specific problems. 3) Manage your content strategically. → Categorize content by purpose. ↪︎ Divide content into demand creation, conversion, and loyalty. 4) Edit for clarity and simplicity. → Utilize AI and editing tools. ↪︎ Keep language at a 5th-grade level for accessibility. 5) Use powerful visuals and storytelling. → Incorporate graphics and videos. ↪︎ Visuals that let customers see themselves using your product Ditch the spray-and-pray content approach. Avoid overcomplicating your message. Run from the one-size-fits-all strategy.

People Do Read: Busting the Myth The truth about reading habits: From UX studies to digital marketing insights: Realities about how people interact with content: → Scanning First: 79% of users scan a page before reading. Your content must grab attention fast. Visual Appeal Matters: → 70% of people prefer visual content over text. Enhance readability with images and graphics. Clear and Concise Writing: → 55% of readers spend less than 15 seconds on a page. Keep your message short and impactful. Engaging Headlines: → 80% of visitors read headlines, only 20% read the rest. Craft compelling headlines to draw readers in. Effective Use of Subheadings: → 50% increase in readability with subheadings. Break up text for easier scanning. Bullet Points for Clarity: → 45% better retention with bullet points. Make key points stand out. Interactive Content Boosts Engagement: → 60% more engagement with interactive content. Incorporate quizzes, polls, and videos. Mobile Optimization is Crucial: → 70% of users read on mobile devices. Ensure your content is mobile-friendly. Personalized Content: → 60% higher engagement with personalized content. Tailor your message to your audience. Storytelling Captivates: → 80% of people remember stories. Use storytelling to make your content memorable. Are you ready to make your content more readable?