Ever crafted what you're convinced is the perfect Instagram post, hit publish with complete confidence, then watched it die a slow, painful death while the post you dashed off in a jiffy last week somehow gets all the engagement?
That was me 4 or 5 years ago.
Yet again, I'd spent ages getting the perfect shot for my post (most memorably was the one for our newly renovated guest bathrooms… honestly, it was gorgeous) wrote what I thought was a good caption about "luxury meets comfort," added all the right hashtags, and hit share.
Then I sat back and waited for the engagement and DM enquiries to roll in.
Crickets chirped.
Meanwhile, a post I'd thrown together in 5 minutes previously was still getting saves, shares, and actual booking enquiries in my DMs.
What was going on?
I was creating content like I was throwing darts blindfolded, hoping something would stick.
No strategy, no system, no framework… just hope and a prayer.
Thanks for reading The Social Media Hotelier! Subscribe for free to receive new posts and support my work.
Before I publish anything on social media I strongly recommend (and almost insist) that you check these:
Does your opening line make your Perfect Potential Guest (my Ideal Client" now that my guest house has closed) stop mid-scroll?
"Welcome to an oasis of tranquility!" doesn't cut it.
Try "For guests who think 'quiet retreat' shouldn't mean 'no WiFi'" instead.
Can busy people scan your caption whilst awaiting a dentist's drill?
Use line breaks.
Structure for speed.
Use emojis thoughtfully to enhance readability, not as decoration.
Instagram is fast food for the eyes, not an over-decorated wedding cake.
Cut the fluff.
If it doesn't help your Perfect Potential Guest make a decision or solve a problem, it doesn't belong.
They don't need "War and Peace" - they need to know why your place is perfect for them.
What's this post designed to achieve?
Tell people what to do next: "Save this for your next travel planning session" or "DM 'availability' for dates not showing online." Don't make them guess.
Any marketing content without a call to action doesn't deserve action taking on it. Full stop.
The difference between content that performs and content that flops isn't magic - it's having a system. When you follow this checklist and have a framework, you stop creating posts based on hope and start creating posts based on what actually gets results.
But here's the thing: this checklist is just the beginning.
Sue from our community put it perfectly after implementing a structured approach:
I feel more confident now to post on Insta in a systematic way...
Thank you for all the input Paul, much appreciated.
Even if your content stops the scroll and gets engagement, if someone clicks through to your profile and it doesn't convert them into a follower (and eventually a guest), you've lost them forever.
And creating great content consistently without burning out? That requires a proper system - something most hosts are still figuring out through trial and error.
Another community member shared:
Just completed the 5 pillars and almost got carried away with the sub pillars… so much content so had to chat with my AI friend to get me back on track.
And remember my PPG.
The hosts who consistently attract their Perfect Potential Guests have two things sorted:
A profile that converts visitors into guests
(get yours here)
A content system that works without constant stress or guesswork
(design yours here)
Get these right, and you stop playing Instagram roulette and start building a content marketing system that actually fills your calendar.
So, before you hit publish on your next post, run through this checklist. You'll be surprised by the difference it makes when you actually think through what you're putting into the world.
HOOK
READABILITY
BREVITY
CALL TO ACTION
Ready for the complete systems?
Optimise your Profile and get it converting here.
Save hours with a bespoke content marketing system here.