The travel business is arguably one of the best placed industries that can take advantage of online video. Given the product is the destination, tourism has plenty of exciting content to feature in promotional videos.
There is no disputing that video content is a crucial and effective tool for growing your travel business. Video is highly searchable, easy to absorb and accessible on multiple devices. Furthermore, consumers are 39% more likely to share a video.
Online consumers looking to satisfy their need for information and entertainment prefer to watch a promotional video over any other form of media. There is nothing more powerful than visually showing your audience what they can expect from your tourist destination.
Not only that, according to a survey published by Animoto, 64% of online consumers confirmed video content they watched on Facebook influenced their purchasing decision.
This can also make travel content the most difficult to nail. Especially in the UK. Most visitors to Britain don’t often stray any further than London. Expedia’s Visit Britain campaign looks to address this fact by showing foreigners the UK has much more to offer. The video is well worth a watch for inspiration.
Understanding best practices for creating video marketing content is crucial. This article gives you some pointers plus a few useful examples that should provide you with a vision to make your own videos and enjoy the fruits of your efforts.
Why use video content to promote tourism?
The answer to this is simple; video content is the most powerful online medium available. YouTube registers almost 5bn video views a day and other social platforms such as Facebook, Vimeo, Instagram and Snapchat are not far behind.
Furthermore, video technology is providing marketers with more options to make promotional content more powerful, exciting and engaging. Your audience wants to picture themselves in a place and virtual reality and 360 video is jet fuel for the imagination.
To give a yard stick, the Expedia video mentioned above generated 128,000 incremental bookings, increased sales by 6% and boosted revenues to $1.6m dollars – in the first 6 weeks.
Videos are also easier to view on smaller screens. And now more people are accessing the internet on smartphones than any other device, video marketing is the most influential marketing medium.
Because the mobile audience provides the largest slice of the stats cake, 81% of marketers optimize video content for social media (Animoto). Furthermore, 92% make videos from assets they already have – their smartphone (Animoto). Made by mobile for mobile.
Generating content for travel videos
Travel companies are spoiled for choice when it comes to creating video content. But compelling your audience to take action and book an holiday is not always what you feature, but how you present the content or the idea that counts.
Not only are you looking to inspire your audience to pack their bags, you also want to compel them to share their experiences – or even better, your promotional video.
For example, take a look at Momondo’s ‘The DNA Journey’ campaign. Note how they give their audience a reason to go somewhere. At the time of writing, this video has driven 13.8m views which means people are not only watching the video, but sharing it with the networks.
360 virtual reality
Video technology gives travel marketers more options to paint a picture of a destination than ever before. Whether you’re a hotelier, travel agent, tour guide or restauranteur, 360 video and virtual reality invites your audience into any location you choose.
You can even use video technology to make promotional videos watchable and engaging. The Faroe Islands is not the most interesting place to visit, but the Google Sheep View campaign generated an estimated $50m in public relations revenue.
According to Think With Google, 71% of YouTube searches are for travel destinations. Take full advantage of existing technology to produce professional videos and you raise your chances of increasing engagement and sales.
Choose clickable and searchable topics
When targeting an online audience, content needs to be relevant to your audience. Clickable headlines are topics people have an interest in such as a hobby-type holiday or popular interests.
Rather than targeting a generic audience, gear your video towards a specific audience. Holidaymakers with particular interests actively search for things they want to do when on holiday.
Also use popular interests such as locations that appear in films and TV. The Irish tourist board recently released a video promoting the country by tapping into the popular TV show, Game of Thrones.
Note how the Ireland.com website uses keywords to attract visitors. The campaign “Doors of Thrones” uses “Games of Thrones” as keywords because they know the hit TV show uses locations in Northern Ireland.
Furthermore, travel agents in Ireland can use this national campaign as a feature in their own videos. So check out what your national and local tourism agencies are doing to find content for your own travel videos.
Repurposing video content
Although videos are the most powerful content, they can be time consuming to make. When you invest so much time into creating content, you want to make sure you also maximise how you use it.
There are plenty of social media platforms to promote your video. The more platforms you use the wider you spread your message. But also look for ways you can repurpose your content.
A good example is a recent British Airways campaign to raise awareness of safety during flights. The airline was due to officially release the video for their in-flight instructions on 1st September, but prior to that launched the video on YouTube.
The purpose of using the safety video on YouTube was to engage a tech savvy audience and promote awareness of the company. The video features famous actors which is a powerful technique in consumer marketing.
When viewers either see the actor or need to book a flight, the subconscious will reproduce memories of the video and customers needing a flight will think of British Airways. You can use the same marketing tricks with famous landmarks for free.
You will find more content ideas in these travel videos. They are all winners at the 2017 Cannes Lions International Festival of Creativity so are packed with ideas you can use to inspire your own promotional travel videos.