In this guide
Adding another platform creates another job. Before you open an account, decide which customers you want to reach, what you can help them with and how they will reach your website. Choose one channel to test. These suggestions are starting points to assess against your own audience, not guarantees about who uses each platform.
TikTok
Consider TikTok if you can regularly make useful short videos and respond to the interest they create. A travel adviser answering a real customer question can be more practical than trying to follow every trend. Start with one decision: what information helps compare two hotel options, for example. Show the question, explain the checks and give a next step appropriate to the links available on your account.
Use music cleared for commercial use. TikTok's Commercial Music Library is intended for business content; a popular sound being available elsewhere does not give your business permission to use it. Check rights again before reusing a video on another platform.
Choose by customer need and your capacity
Choose one useful test rather than assuming every channel is required.
Useful short explanations
Consider whether you can make clear videos and handle the responses they create.
Relevant professional relationships
Consider group organisers, referral partners and other relationships that fit your business.
Questions that benefit from video
Explain a planning decision clearly and provide an appropriate route to further help.
Consider LinkedIn when your work benefits from professional relationships, corporate travel, group organisers or referral partners. Explain a problem you help solve, share a considered observation, or describe a real project with permission. Keep the post relevant to that audience. A stream of general holiday deals may not serve the relationships you want to build.
Example opening: Planning a team trip becomes harder when the brief only contains a destination and a budget. These are the questions we ask before we begin comparing options: [your real process].
Link to a relevant service page or useful guide. Review content response and enquiries alongside available Page analytics. A profile or Page visit is not a visit to your website.
YouTube
Consider YouTube if customers need explanations that work well on video: a booking walkthrough, a cabin comparison or an answer to a recurring planning question. Choose a title that describes the question, explain the answer clearly and keep the information current.
Test the route to your website. Ordinary URLs in Shorts descriptions and Shorts comments are not clickable. Channel profile links and eligible links in long-form video descriptions provide different routes; clickable external links in long-form descriptions require access to advanced features. Use only the routes your account supports, and check them on a phone.
Run a manageable experiment
Set a time allowance, choose one subject and plan a small batch of content. Record production time, useful website visits, enquiries and any resulting bookings. Also note whether customers mention the content when they contact you. Continue only if the audience response and workload justify it. A quiet but relevant audience can be more valuable than large view counts with no buying interest.
Check the route from YouTube to your website
Test the actual link format you intend viewers to use.
Ordinary URLs are not clickable
Do not rely on a pasted web address there as a direct clickable route.
Use a profile link
Make the destination relevant and explain where viewers can find it.
External links need eligibility
Clickable external links require advanced-feature access. Check access and test the published route.
Your first task
Write a one-sentence reason for choosing one platform, one customer question to answer and one relevant website destination.
Sources and further help
Use the official guidance below when checking settings, eligibility and responsibilities. Platform features and rules can change.
