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

Activate Your Biggest Fans to Share Your Video

Instead of paid advertising, it’s advised that tourist-centric clients tap into the power of their fan base and activate their superfans to share their videos via 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 effortlessly publish your content, including videos, to their personal social channels. When doing so they can earn rewards, points, or unique opportunities picked by your organization.

They gain by sharing their passion. Your organization benefits from the big lift in visibility. It is real that just one advocate is connected to 600+ people on average. You also benefit from the third-party validation that comes with an advocate sharing your message. Over 83% of vacationers say that they trust suggestions made from family and friends over paid advertisements.

Make It A Video Worth Sharing

Distribution plan in place, it’s time to roll up your sleeves, uncap that lens, and get it done. If you want to make the best possible videos to endorse your tourist-centric organization or business be sure to:

Videos like this picture of beautiful rolling waves need to be accompanied by an interesting story.

Focus on The Story You’re Telling
Closeups of breaking waves or tasty dishes are great, but if you want to hit an emotional chord with the viewer, you must have a compelling story behind the video. If you’re showing food, talk about the restaurant’s history, the chef that started the restaurant, or major achievement or awards the restaurant has won.

Want to move traffic to your main street?

Show how the town has grown. Own any hardships and communicate the constant reinvention of your city. Don’t underestimate the power of a phoenix story.

B-roll is cool and needed. However, the better the story your video tells, the more engaging it is, the more likely it is to make a tangible impact.

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.