Which Social Network Is Right for Your Business? A Clear Guide to Choose Smartly (and Stop Wasting Your Time)

You work in hospitality, whether that means managing luxury rentals, multiple properties, or an independent hotel. Your business has real stakes: visibility, differentiation, and profitability.

So why waste hours on social media… without a strategy, without results, and without even knowing if you’re in the right place?

Instagram, TikTok, Twitter (X), Facebook, Thread, YouTube, Snapchat, Pinterest, LinkedIn: Each platform has its own rules, algorithm, audience and marketing language.

What works on one often flops on another.

The real challenge? Choosing the right channels for your audience, your positioning, and your goals.

💡 Before choosing your platform, make sure you master the basics: check out our basic guide to build a profitable and consistent social presence and the impact of a strong content strategy on your sales: what every owner or entrepreneur should know - two essential resources to start with clarity.

1. Instagram - The Must-Have visual showcase for Premium rentals

Best for: high-end apartments, villas, boutique hotels, lifestyle-driven stays.

Why: Instagram is THE ultimate visual storefront. Travelers use it to find places where they can live an experience and picture themselves there.

But: it’s one of the most competitive and demanding platforms. The algorithm favors fast engagement, native content (Reels, Stories), and strong visual consistency.

Strategic for:

• Building a recognizable brand identity

• Being discovered by new travelers (Explore, hashtags, geotags)

• Driving bookings outside of Airbnb or Booking

Instagram is very demanding. It requires a real visual and editorial strategy to take advantage of its potential.

2. TikTok - For those who dare to be original and immersive

Best for: unique stays, eco-lodges, cabins, unusual concepts, or ultra-visual properties.

Why: TikTok can skyrocket visibility. Its algorithm gives any relevant content a chance, even accounts with no followers.

But: the audience is younger, more volatile, and expects raw authenticity. Polished “postcard” shots fall flat.

Strategic for:

• Generating buzz

• Reaching a young, mobile audience

• Creating short, natural, emotional videos

TikTok requires a certain ease with imagery (or a great creative idea without necessarily showing your face). It's spontaneous, but thoughtful, content.

3. Facebook - To build trust, loyalty and manage customer relations

Best for: family-oriented, local, or older audiences.

Why: The audience is more mature, family-oriented, and local. Useful for community building, sharing practical info, and managing guest interactions.

But: Organic reach is very low without a precise strategy or sponsored budget.

Strategic for:

• Building a loyal or local community

• Promoting events and partnerships

• Strengthening post-stay relationships

Facebook has low organic reach unless you actively engage or invest a little in advertising. Without clear targeting, Facebook quickly becomes a passive channel.

4. Pinterest - The Underrated Visual Inspiration Engine

Best for: highly aesthetic or theme-driven stays (design, nature, luxury, romantic getaways).

Why: Pinterest captures travellers early in their journey. Users come for inspiration, not last-minute deals.

But: every pin needs SEO-friendly design and long-term relevance.

Strategic for:

• Appearing in searches like “Bali nature retreat” or “Airbnb with private pool”

• Driving long-term traffic to your site or Airbnb listing

• Positioning yourself before guests are ready to book

Pinterest is underestimated, but it's a real medium- to long-term visibility lever. Few take advantage of it... wrongly.

5. LinkedIn - For industry professionals who want to position themselves

Best for: hospitality entrepreneurs who want to build credibility, recruit, or form partnerships.

Why: LinkedIn is a B2B (business-to-business) platform, useful for developing your personal brand, networking with other professionals, or building your credibility.

But: This isn't a direct sales platform. Here, you’re not selling nights, you’re selling expertise.

Strategic for:

• Connecting with agents, investors, partners

• Building authority with professional insights and experience

• Giving credibility to your business

LinkedIn won’t attract travelers, but it’s invaluable for growing your professional reputation.

6. Twitter (X) & Threads - Real-Time Editorial and the Art of Public Speaking

Best for: Hosts or managers with a strong vision, a strong editorial line, or expertise in hospitality.

Why: Both platforms are based on writing and responsiveness. They allow you to share thoughts, advice, news, or behind-the-scenes stories with a conversational, or expert voice.

But: The audience is more engaged intellectually than visually. You have to know how to use language, spark debate, or generate ideas.

Strategic for:

• Position your brand with a clear editorial tone

• Building direct connection, engaged connections

• Sharing your vision of hospitality, and daily expertise

• Building a personal brand (if you want to speak up for yourself)

Threads (Instagram's alternative to X) is softer, more lifestyle. X is sharper and more technical.

Both require a fluid writing style and a real editorial positioning.

7. Snapchat - For hyper-local and Gen Z visibility

Best for: properties in student hubs, nightlife areas, urban centers, or young tourist zones.

Why: Snapchat remains widely used by 18- to 24-year-olds to geolocate, discover what's happening nearby, and share in real time. It's an underestimated lever for local visibility.

But: It's a very ephemeral platform, with little lasting content. It requires a constant reactivity and spontaneous content.

Strategic for:

• Attracting young travelers for weekends and short stays

• Sharing spontaneous stories about your property or offers

• Boosting local visibility via Snap Map

Snapchat isn't for everyone, but in the right areas, it's a powerful local traffic driver.

8. YouTube - Long-Form storytelling with Lasting impact

Best for: standout properties, unique experiences, or brands with strong stories.

Why: YouTube is the world's second-largest search engine. It's a powerful platform for long-term SEO, inspiration, and creating immersive, authentic content.

But: It's time-consuming. It requires a solid concept, good editing, and a well-thought-out content strategy to stand out.

Strategic for:

• Showcasing your property with immersive tours

• Building credibility with informative, inspiring content

• Repurposing content across other platforms (Reels, TikTok, etc.)

YouTube, when used properly, can become a sustainable digital asset that pays off in the long run - but it requires discipline, storytelling, and consistency.

How to choose the right platform for you?

Ask yourself these 3 key questions:

1. Where is your ideal clientele?

   Families? Millennials? Solo travellers? Professionals?

   → Chosen based on their digital behavior, not trends.

   
   

2. What content can you produce regularly without burning out?

   High-end photography? Immersive video? Guest testimonials?

   → You have to bet on what you can maintain long-term.

   
   

3. What is your main goal?

   Awareness? Direct bookings? Brand image?

   → Each platform has its strengths.

   
   

The real challenge: align your network with your strategy, not the other way around

• Being on every platform without a tailored strategy is wasted time.

• Believing visuals alone can carry you, without the right message, is missing the conversion.

• Underestimating the effort it takes, production, planning, algorithm tracking, compromises your results.

  
  

Each platform operates with its own logic , and those logics evolve constantly. It's a job in itself. And that's precisely what I do for my clients.

In summary

You don't need more platforms. You need the right platform, with the right strategy, executed at the right time , according to your real objectives.

And if you want to avoid spreading yourself too thin, or worse, posting to nothing, here's what my team can do for you:

• Identify the most profitable networks for your business.

• Develop an editorial strategy adapted to your clientele and your positioning.

• Manage execution (creation, publication, analysis, adjustment) with method and precision

If you want to take your strategy further without spending your days on it, discover why you have everything to gain by delegating the management of your social networks to a professional team: " Why outsourcing your social media is a strategic investment - especially if you own tourist accommodation ".

📩 Ready to turn your social media into a true growth driver?

Let’s talk about your visibility. With Auréa Influence, we guide you step by step, or take the reins entirely, for concrete, measurable results.

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