Battling Instagram Algorithm Changes
The Challenge:
By the end of 2023, Instagram's algorithmic changes posed significant challenges for our client, a luxury suites hotel. Follower growth, engagement, and impressions sharply declined, putting pressure on the platform’s role in their marketing strategy. With a limited budget, the client needed a cost-effective solution to drive reach, showcase the hotel’s unique offerings, and re-establish Instagram as a valuable marketing channel.
The Solution:
A Targeted Influencer Strategy
624 recommended and implemented a strategic influencer marketing campaign in 2024, partnering with carefully selected creators who aligned with the hotel's luxury brand. Each influencer received a complimentary one-night stay in exchange for creating:
1 Instagram Reel showcasing the hotel’s suites, amenities, and convenient location.
3–4 Instagram Story tiles highlighting key selling points such as the spacious suites and central location.
All influencers were vetted based on engagement rates, audience demographics, and niche alignment to maximize ROI.
The content emphasized save-worthy visuals and shareable moments, leveraging Instagram’s focus on meaningful interactions to boost reach organically. Reels were posted collaboratively, resulting in mutually beneficial content for both the brand and creator.
The Results
SHARES107
INSTAGRAM VIEWS30,000+
LIKES1,200+
SAVES150
The partnership strategy proved both cost-effective and impactful, delivering a measurable lift in engagement and impressions at no additional cost beyond the complimentary stays.
By utilizing influencer partnerships and focusing on high-quality, engaging content, the client not only regained their Instagram momentum but also positioned the hotel as a premier destination for luxury travelers. This tactic acted as a natural segue into paid influencer marketing for our client, and demonstrates that despite the complicated world of influencer contracts and arrangements, it can be possible to execute, even on a budget.