Digital Tourism Show #002 - Video Marketing

Chris Torres

2017-05-01 10:39:00

If you are not using video, you are simply missing out on extra bookings and potential revenue.


Welcome to our second Digital Tourism Show. In this episode Chris is going to be giving you our guide to video marketing.

Video within any digital marketing strategy is vitally important, but within the tourism industry, it is an absolute must.

Marketing and tourism works very well when it’s story driven, and when it’s experience driven. Video will play a massive part in this strategy.

We’ve actually broken this topic into a 5 part series of separate blogs discussing the ‘who, what, why, where and how’ of using video in tourism marketing. Here is a little summary of what I've written, each blog will be published really soon so you will be able to keep up with all the latest advice of video content marketing.

Part 1: Why You Should Use Video in Tourism Marketing

There has been a staggering increase of internet users viewing video content within recent years.

The average user watchers around 32 videos per month.

By 2018, it is expected that video will account for 84% of all internet traffic.

The good news is that users love content based on tourism and travel. In fact, 79% of people will search YouTube for travel ideas. You need to go to where your customers are.

46% of viewers will actually carry out an action after watching a video. Whether that’s visiting your website, social media pages, or making a purchase. That’s nearly half of your viewers that will follow up on the video content they have just watched. As you can see, there is a much higher chance of someone purchasing your products after watching your video.

Click here for more reasons and statistics of why you should be using video in travel marketing.

Part 2: Creating Valuable Video Content For Tourism Marketing

10 seconds. That is all the time you get to grab your viewers attention.

So, you have to make sure that your content is valuable and worthwhile. Why should your customer stop and watch your video?

There are a few key things that you should consider, including making sure that you really understand your audience. This is key.

But what about some ideas for valuable video content?

  • Showcase your destination
  • Case studies
  • Interviews
  • Testimonials
  • Interactive content
  • Behind the scenes

We go into more detail on each of these points in our second part of the video series, where we discuss what sort of video content you should be creating.

Part 3: 4 Great Examples of Video in Tourism Marketing

What makes an effective video? Well, it has to be relevant and interesting to your audience (as we touched on above). If you are needing some video content inspiration, we have found 4 great examples that you should have a look at.

  • Turkish Airlines: Kobe vs Messi
  • Tourism Australia: 360 degrees
  • Royal Caribbean: user generated
  • Holland: The Original Cool.

Each of these video campaigns tell a story - and they tell it effectively. They are trying to push the boundaries and change the viewers perspective. It’s all about education, excitement and engagement.

So let's get some inspiration of video marketing from these brands who really get it!

Part 4: How To Create A Tourism Marketing Video

So we’ve touched on why you need to use video in destination marketing, what sort of content you should be using and even given you some inspiration. Now it’s time to look at how you actually create a video campaign.

There are 4 main parts to this:

  • Generate content
  • Create your video
  • Repurpose content
  • Share your video campaign

Coming soon.

Part 5: Where To Use Video For Tourism Marketing

Finally, where should you share your video campaign? This is dependent on your specific brand and business model, but in general there are 5 main platforms that you can share video. We'll discuss this in more detail in our next blog.

What about your website? Where you can use video on there? This is where repurposing your content can come in very useful.

Coming soon.

Most importantly, just be creative and genuine with how you use video. We would love to see how you use our tips to create great video marketing campaigns. If you have any other ideas why not share these with us?

Tune in again for Episode 003, where we will be chatting with Tori Sullivan in Iceland about her thoughts on the tourism industry.

You can also subscribe to The Digital Tourism Show podcast on iTunes in both video and audio formats…

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