Top Travel Industry Marketing Videos and Why They Work (Part II)

Video content rules. Not only does video create stronger engagement on social media than link or image posts, but video also allows brands to better build an emotional connection with their viewer.

With so much opportunity to display a destination to a would-be vacationer, we often get asked what best practices we would suggest 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 practically 81% of all internet traffic by next year. That’s great and quite true since online video already accounts for over 75% of internet traffic.

Keep in mind, the human brain is an incredible feat of evolution, able to process visual content 60,000x faster than text-based content. Not only do we process video faster than say a blog post or an article, but video content also holds our attention way better. Most video viewers on average watch 80% of a video.

The bottom line, folks watch videos. Lots and lots of videos.

Video Marketing Best Practices for The Tourism Industry

Devise A Distribution Plan

Will your video be better than an abandoned Blockbuster video? How will you get people to watch it? 

You can have a slammin tourism video on the planet, complete with incredible testimonials, celebrity appearances, and sizzling eats n’ drinks. If no one sees it though, it may 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 decide how you’re going to get people to watch your video. Posting to your social channels is an option, but declining organic reach makes that a less efficient means of distribution than in earlier years. Likewise, with the increasing cost of paid advertising, paying to get views becomes a growing, but usually necessary, expense to any marketing budget.