How the Biltmore Hotel Incorporates Created and Curated Content in its Social Media

Founded in 1926, the Biltmore Hotel in Coral Gables is a historical luxury hotel with its own country club and world-renowned spa. The hotel is loved by locals and tourists alike, having over 32,900 followers on Instagram. The hotel is known for its opulent Mediterranean architecture, lavish meals and beautifully landscaped grounds. The Biltmore’s account uploads a variety of content on its social media pages, including created and curated content, to promote its brand and the hotel’s services.

Created Content

Created content is original content a brand creates and uploads to social media to promote its brand or products. An example of this type of content is this post from The Biltmore Hotel’s Instagram. The post features a shot of the rear of hotel against a clear blue sky with the golf course in the foreground dotted by lush, tropical palm trees. The caption is announcing the opening of the hotel’s golf course as restrictions from the COVID-19 pandemic ease.

In my opinion, the photo in the post is very appealing and captures the beauty of the hotel’s exterior architecture and immaculate golf course. The post makes viewers want to return to the golf course and enjoy the outdoors on the hotel’s grounds. The post was largely successful as it garnered 32 comments when other posts averaged somewhere between three to five comments per post.

Curated Content

Curated content is content the brand sources from its followers. An example of this type of content is this post from the Biltmore Hotel’s Instagram. The post is a photo of a bridal party in one of the hotel’s suites from @jaimelevinephotography. The caption played off the bridesmaids’ blue robes and the blue and white confetti the girls spread in the photo.

I also think this photo is appealing and promotes the hotel’s wedding capabilities. This post also works well with the page’s wedding Wednesdays hashtag and other wedding-related hashtags promoting the hotel as a wedding destination. The photo also indirectly shows off the hotel’s luxurious suite with soaring arches, a magnificent fireplace and intricate architectural details. Engagement was not as high as the post announcing the opening of the golf course mentioned above but the comments were positive. One user went as far to comment on how amazing the suite was.

Key Takeaways

Both curated and created content have their place in a social media content strategy. When considering curated content, ensuring the photo is attributed to the source is crucial to maintaining brand reputation and respecting the source. It is important to also ensure curated content is relevant which the hotel’s post does well. Created content must also be relevant to the account and tie in to existing content. Engagement varies from post to post. Determining which type of content receives more engagement is crucial to a successful content strategy.