Square Residence & Pool · Social Media Management, Content Creation, Video Production, TikTok, Meta Ads
Square Residence & Pool × Eris Agency
Location: Ulcinj, Montenegro
Partnership Started: July 3, 2025
The Partnership
We started working with Square Residence & Pool on July 3, 2025.
At that time, the hotel had already been operating in Ulcinj for around a year, but its social media presence still had significant room to grow.
We took over the digital communication and developed a new approach to how Square Residence was presented online.
Our work includes:
Instagram
Facebook
TikTok
Meta Ads
The objective was not only to increase visibility, but to turn that visibility into real interest and bookings.
Selling the Experience, Not Just the Room
When people choose a hotel, they are not simply choosing a room.
They are choosing the experience they expect to have during their stay.
For this reason, our content focuses on the overall experience of Square Residence — the rooms, pool, comfort, atmosphere, views and details that can influence a booking decision.
Through photography and video, we aim to give potential guests a clear sense of what staying at Square Residence feels like before they arrive.
This is especially important in a destination like Ulcinj, where many booking decisions are made before the guest reaches the city.
Video Content That Created Attention
Video became one of the main parts of the strategy.
We created content specifically adapted to Instagram and TikTok, focusing on short, visually strong formats that could present the hotel quickly and effectively.
The results showed the potential of this approach.
One piece of content on Instagram reached more than 1.1 million views, while a video on TikTok reached 259.5K views.
For a hotel in Ulcinj, this created significant exposure beyond what traditional local communication could achieve.
But the views were only part of the result.
From Views to Messages and Bookings
The most important impact came after the visibility.
As more people discovered Square Residence through social media, the number of messages and booking inquiries increased as well.
People were not only watching the content.
They were asking about:
availability,
prices,
available dates,
accommodation, and
reservations.
Since the beginning of our partnership, Square Residence has seen strong interest and a clear increase in bookings.
That was the real purpose of the strategy:
social media should not stop at views — it should move people closer to booking.
The Role of Instagram, Facebook and TikTok
Each platform plays a different role in how we communicate Square Residence.
Instagram is one of the main channels for visually presenting the hotel and has generated significant reach through Reels.
TikTok helps introduce Square Residence to new audiences through short-form video and organic discovery.
Facebook remains important for direct communication, offers and audiences looking for more practical information.
Together, the three platforms keep the hotel visible throughout the customer journey.
Meta Ads Focused on Booking Intent
Organic content is also supported by Meta Ads.
Campaigns are used to reach relevant audiences and strengthen demand during periods when accommodation interest is particularly important.
The objective is not simply to increase reach.
Advertising should move the user toward an action:
send a message,
ask for information,
check availability, or
make a booking.
This allows content and paid advertising to work as part of the same process.
The Result
Since working with Eris Agency, Square Residence has significantly increased its visibility and presence across social media.
Content has achieved:
1.1M+ views on Instagram
259.5K views on TikTok
More importantly, that visibility translated into business interest.
The growth in reach was followed by more messages, more inquiries and more bookings.
Square Residence is a strong example of how hospitality marketing can work when content is not created only to generate views, but to help potential guests make a booking decision.
Our partnership continues today through social media management, content production and Meta Ads focused on maintaining visibility and supporting demand.
