How to Use Video to Market Your Destination
Puerto Vallarta – Riviera Nayarit – Nuevo Vallarta – Bucerias – Punta Mita – Sayulita
If there is any industry practically made for video marketing, it is travel. There is no better way to let people know what your destination has to offer than to show them. Video gives you the ability to bring your destination to life.
This is the era of video. Online video now accounts for 74% of internet traffic. 85% of Americans with internet watch videos online. 52% of marketing professionals worldwide cite video as the content with the best Return On Investment. Marketers who use video grow revenue 49% faster those that don’t.
Visual content is processed 60,000 times faster than text. All the information you want to share with potential customers can sound great when written out, but it will not have the same impact as video. In fact, 65% of video viewers watch more than 75% of a video (much higher than text-based content!).
Travel is a very personal decision and experience, and video content gives users a glimpse of what that experience will provide. It provides excitement and anticipation that might be the final push someone needs to make a purchase. 64% of consumers say watching a marketing video has influenced a purchase they have made in the last month. Just imagine the difference video marketing could make for you!
Here are some tips when creating video content for your travel-related business:
Put videos in visible, high traffic areas (like your landing page)
In the days leading up to a trip, travelers will visit around 38 different websites. Content that is being updated is sure to grab attention.
Keep timing in mind
It can be valuable to align videos with other promotions or any significant postings. Also, consider which times of day other content receives the highest amount of engagement.
Don’t forget other channels and platforms (Facebook,Twitter, Vimeo, Tripadvisor,…)
A clearly written strategy can make a difference. Videos perform well when combined with other content for an integrated marketing strategy.
Video marketing is the next big thing for travel and tourism online marketing. Applying right video marketing strategy helps to attract more visitors. The online world has seen the explosive growth of video marketing in current days. Videos are an attractive and fun medium used by millions potential travelers around the globe who looking for interesting information put in the eye-catching way.
Video increases traffic to your website, appears in Google search results and on the end of the day helps in developing more sales opportunities.
According to Google study “The Travelers Road to Decision” YouTube is the most used site for travel related videos, with 81% users looking for business travel options and 79% searching for personal travel opportunity.
Consumers look for online videos to help them make decisions. Overall 63% watch videos for personal travel and 66% for business travel. Also many consumers create reviews and upload their own travel videos. Motion pictures are worth a thousand words, and online destination or online hotel videos can help acquire more visitors and as result growth the revenue.
“Visibility is key for the travel industry; because today’s online travelers are much more demanding when it comes to online bookings before fully committing.
Tourism Review online video marketing team offer affordable travel video production for travel and tourism industry promotion as well as an effective tourism video distribution.
Not only does video drive stronger engagement on social media than link or image posts, video also enables brands to better build an emotional connection with their viewer. Check out our recommended best practices for using video to market your tourism industry destination.
Not only does video drive stronger engagement on social media than link or image posts, video also enables brands to better build an emotional connection with their viewer. For our tourism and city planning & development clients (shout out to Arlington, TX!), we’ve seen firsthand how this connection translates directly into more dollars spent on location.
With so much opportunity to showcase a destination to a would-be vacationer, we often get asked by our tourism-centric clients about what best practices we would recommend for video marketing and here’s what we tell them.
Now Is The Era Of Video
You’ve heard about how video is going to account for almost 80% of all internet traffic by 2020. That’s great, but right now – in good ol’ 2018 – online video already accounts for 74% of internet traffic.
Need more stats to convince you?
85% of Americans with internet watch videos online
52% of marketing professionals cite video content as having the best ROI
Marketers who use video grow revenue 49% faster than those that don’t
ROI, fast growth, Americans, sounds like an ideal opportunity for the tourism industry, right?
Keep in mind, the human brain is an amazing feat of evolution, able to process visual content 60,000x faster than text-based content. Not only do we process video faster than say an article or a blog post, visual content also holds our attention more. Most video viewers on average watch 75% of a video (vs. a much lower engagement percentage with blog posts or other text-based content).
Bottom line, people watch videos. A lot of videos.
Video Gives Us the Feels
Travel is a subjective experience. Not every person is going to experience the same vacation in the same way. Whether it’s unique food, comfort and relaxation, or adventure, we all value different aspects of a tourist destination. For tourist-focused businesses or organizations, video plays an all-important part in communicating those experiences to the would-be vacationer.
In fact, among those who watched or commented on travel-related videos:
66% viewed videos when thinking about taking a trip
65% viewed videos when choosing a destination
54% viewed videos when choosing accommodations
63% viewed videos when looking for activities to do at a destination
42% of travelers are inspired by YouTube content
At this point, you’re probably saying, “Alright, we get it, video is important! What should I do next?”
First Step: Activate Your Biggest Fans to Share Your Video
You can have the snazziest tourism video on the planet, complete with amazing testimonials, celebrity appearances, and tantalizing eats n’ drinks. If no one sees it though, it might as well be a blank VHS tape sitting on the dusty shelves of an abandoned Blockbuster Video.
Before you even touch a camera, you need to figure out how you’re going to get people to see your video. Posting to your social channels is an option, but dwindling organic reach makes that a less effective means of distribution than in previous years. Likewise, with the rising cost of paid advertising, paying to get views becomes a growing expense to any marketing budget.
Instead, we recommend that our tourist-centric clients tap into the power of their fan base and activate their Superfans to share their videos through an advocacy marketing program. In an advocacy marketing program your top fans voluntarily join your branded program. Once a member, they’ll be able to seamlessly publish your content (including your amazing videos), to their personal social channels. When doing so they can earn points, rewards, or unique opportunities selected by your organization.
They benefit from sharing their passion. Your organization benefits from the huge lift in visibility (we find that just 1 advocate is connected to 600+ people on average). You also benefit from the 3rd party validation that comes with an advocate sharing your message. 84% of vacationers say that they trust recommendations made from friends and family over paid advertisements.
Second Step: Make it A Video Worth Sharing
Distribution plan in place, it’s time to roll up the proverbial sleeves, uncap that lens, and get to work. If you want to make the best possible videos to promote your tourist-centric business or organization be sure to:
Focus On The Story You’re Telling
Closeups of tasty noms or breaking waves are great, but if you want to strike an emotional chord with the viewer, you need to have a compelling story behind the video. If you’re showcasing food, talk about the restaurant’s history, the chef that started the business, or major achievement or awards the restaurant has won. Want to drive traffic to your main street? Show how the town has progressed. Own any hardships and communicate the continued reinvention of your city. Never underestimate the power of a phoenix story.
B-roll is cool (and necessary), but the better the story your video tells, the more engaging it becomes, the more likely it is to produce a tangible impact.
When editing the video always remember you only have 10 seconds to grab the user’s attention if you want them to stick around. You should also consider keeping the video on the shorter side. If you have a longer video, cut it into several smaller videos to make the whole experience more consumable. There is a significant attention drop off between two and three minutes of viewing time, so every second after the 2-minute mark counts.
Remember, you’re not creating a television series. The shorter the video, the easier it is to hold the viewer’s attention and keep them emotionally engaged.
Make Sure Your Video Is Mobile Friendly
Research shows that 92% of mobile viewers share videos and mobile makes up almost 40% of global watch time on YouTube. Simply put, people watch a ton of video on their mobile phone. Make sure the orientation, aspect ratio, and any captioning on your finished video is mobile optimized.
Channel Your Inner Netflix: Produce New Content Regularly
If you want to see success from video marketing, you need to be sure you’re producing more than just a handful of videos published at random times. Each story you tell is going to resonate with a different audience. The more stories you share, the more people you make aware of what you have to offer them for travel. Also, you start building a following of people that actively engage (and look forward to) your content.
If you share your content through an advocacy marketing program, you have even more incentive to produce regular content. Once an advocate has signed up to join your program, they can start sharing your content as often as you ask them too (up to 2 or 3 times a week!). The more they share your content, the more impressions your content earns media value.
Video marketing is important for every industry, but for tourism-centric businesses and organizations video is the perfect way to build excitement and anticipation for an upcoming vacation.
Ready to turn your brand advocates into video-sharing machines?
How can we help?
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