As the hospitality industry gears up for 2025, Queensland’s venues have a unique opportunity to harness social media trends to connect with their members, attract new patrons, and enhance their digital presence. Here’s a look at what’s on the horizon and how your venue can stay ahead of the curve.
- Personalised experiences through AI and Chatbots
Artificial Intelligence (AI) is becoming more accessible and sophisticated, allowing venues to offer tailored interactions. Chatbots, for instance, can answer common questions about events, menus, or trading hours in real time, even outside business hours. Imagine a chatbot helping a member reserve a table or join a loyalty program instantly. This level of convenience fosters trust and enhances the user experience.
Actions you can take: Invest in AI-driven tools to personalise member engagement, from tailored recommendations to automated responses.
- Short-Form Video Dominance
Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the charge in video content consumption. Short, engaging, and authentic videos showcasing events, behind-the-scenes moments, or customer testimonials are perfect for catching attention in a crowded digital landscape.
Action You Can Take: Plan a content calendar that includes regular short videos to highlight upcoming events, feature unique aspects of your club, and tell your story in an engaging way.
- Focus on Community and Authenticity
The shift towards authentic, community-focused content continues to gain momentum. Members and patrons want to feel a genuine connection with their local venues. Sharing stories about your club’s history, community initiatives, or the people behind the scenes creates an emotional bond.
Action You Can Take: Create posts that celebrate your community—think member spotlights, volunteer recognition, or showcasing partnerships with local businesses.
- Sustainability Messaging
Sustainability is no longer a buzzword but a key value for many patrons. Clubs that demonstrate their commitment to eco-friendly practices—whether by reducing waste, using renewable energy, or sourcing local products—can build stronger relationships with environmentally conscious audiences.
Action You Can Take: Share your sustainability journey on social media. Highlight initiatives such as recycling programs, local ingredient sourcing, sustainable menu options, or community clean-up events.
- Social Commerce and Membership Growth
The rise of social commerce enables clubs to sell directly through platforms like Facebook and Instagram. Whether it’s promoting ticket sales for events, selling branded merchandise, or driving membership sign-ups, integrating e-commerce into your social strategy can simplify the member journey.
Action You Can Take: Set up shoppable posts or direct links to purchase event tickets, join memberships, or support fundraising campaigns.
- Social Media as a Two-Way Conversation
In 2025, social media is not just about broadcasting messages; it’s about listening and interacting. Community clubs can leverage social platforms to create dialogue, respond to feedback, and build stronger relationships with members.
Action You Can Take: Monitor your social channels closely and engage in meaningful conversations with your audience. Use polls, Q&A sessions, and live videos to invite participation.
Staying on top of these trends can help strengthen member connections, boost attendance, and create lasting memories. As we gear up for 2025, embracing technology, authenticity, and sustainability will set your venue apart in an ever-evolving digital landscape.
Start planning now to ensure your social digital marketing aligns with these upcoming trends. Need guidance? We’re here to help you craft a winning digital approach for your club. Don’t hesitate to reach out to our Digital Marketing Advisor, Lauren Neilson, for more information on what professional digital marketing support can do for your venue!
About the Author
Meet DWS’ Social Media Advisor, Lauren Neilson! Lauren holds a wealth of knowledge and experience in the marketing and hospitality industry, qualifications in business and integrated marketing communications; as well as established partnerships with leading social media, web development, inbound marketing, and search platforms, like Meta (Facebook and Instagram), LinkedIn, Twitter, HubSpot, Google, WordPress and Microsoft.
From whole of ecosystem digital audits, database management, search engine optimisation, and digital marketing strategy development, through to web development, social media scheduling and digital advertising, Lauren has been strategically advising and managing digital marketing for over 20 years, delivering cutting edge knowledge, high level support and actionable strategies that can take any business to the next level in the digital space.
