This is a sponsored guest post.
Video marketing enjoys more engagement with consumers than an image or link. This is true particularly of the tourism industry where customers feel more confident about making bookings if they have viewed videos of the locations. According to a 2011 Google survey, 64% of people use online videos to choose a destination, while 57% use videos to choose their accommodations. With social media platforms aligning more towards videos, it is time that you developed and deployed an effective video marketing strategy if you are in the tourism industry.
Tourism embodies human interaction and a good video marketing campaign lends towards building trust. High-quality videos, in general, receive more engagement, but this does not mean that you have to shell out a lot of money. Here are some of the best video marketing practices for the tourism industry.
Have a Clear Message
Your videos should have a clear purpose that is communicated eloquently to the audience. There are many messages you can share. If you are just starting your video marketing campaign, then focus on introducing your profile. A good intro maker should help you define and communicate your vision while also giving your audience an insight into your brand’s core values.
Another aspect to consider is at what stage of the customer’s journey is your video targeted towards. Different stages like choosing a destination or selecting accommodation, require unique approaches. Do not fall into the trap of making a one-size-fits-all type of video where you try to pump all the information at once.
Make Different Types of Videos
A varied collection of videos will increase engagement which results in increased sales. There are many types of videos you can create from virtual tours to GIFs. The aim should be to increase trust and build a narrative around your brand, which is instantly recognizable. Some types of videos you should consider include
- Profile Videos: Profile videos explain your brand, the various tours and packages on offer, and even client testimonials. These types of videos should be posted on your website and also on travellers’ portals. You can employ different styles when making such videos such as an explainer character or with motion graphics or image-based animations or a live video.
- Destination Videos: Destination videos help potential customers to get familiar with various tourist spots, its culture, tradition, and food. This type of video has the potential to go viral on social media, depending on the location and the presentation.
- Infographic Videos: An infographic is useful for representing information in a graphical format that is easy to comprehend and analyze. Use this style to offer detailed information about packages, the places covered on tour, and accommodation and lodging details.
- GIF Animations: Use GIF animations to create and increase brand awareness. A GIF can be funny or serious or even thought-provoking with the potential to go viral on social media.
- Short Ads: Create short ads that provide information about your brand and your services. They can be in the format of a customer testimonial or a 30-second video on special offers. Share this type of video on messaging services and marketing emails.
- Video Brochures: Brochures can be created with scannable codes for the relevant video to play. Having this type of information available at the destination can help your customers with further information. You can also capture new leads with strategically placed brochures.
Choose the Right Platform
Publish your videos at the right time and place to allow for maximum engagement. Your videos not only have to capture a large audience but also have to reach the right target audience. Luckily, there are a host of analytics tools that can help you set the right demographics for your video. The most popular platforms currently are Facebook and YouTube. A simple online YouTube video editor can help you create a professional video to put you firmly alongside the big players.
Make it Useful
Your videos should try to answer the most pressing questions regular travellers might have. When is the best time to visit? Is a visa required? What are the facilities available? Is it kids-friendly? A useful video has more chances of being shared, especially when the customer is at the planning stage. While not all your videos can answer all pertinent questions, an FAQ section with detailed infographic videos can help potential customers make a quick decision.
Keep It Engaging
Even if you get every other detail wrong, do not put out a boring video. Remember, most travellers are already media-savvy and will not engage with dull or insipid content. The video must be peppered with rich visuals that capture the attention of your audience. There are many tutorials on how to create a video that drives engagement. Do your homework and plan ahead.
Influencer-led marketing is still one of the best ways to drive interest in a product or service. Employ influencers who fit into your target demographic and bring with them a robust and loyal following. A good approach is to eschew a couple of big influencers in favor of working with several small influencers who will help you capture several niche audiences.
Build a Narrative
People are always interested in good stories and are willing to invest more of themselves in a narrative they identify with. Capitalize on your loyal base of customers and create stories that your audience can identify and engage with. Simple examples of such types of stories include a proposal in a mountain cabin or a 50th-anniversary celebration at a beachside resort. A good story should not just resonate with your audience; it should also be aspirational.
Video marketing for the tourism industry is essential in today’s climate. Customers want to ensure that they are getting their money’s worth, and a video campaign can go far in allaying any fears. With larger groups travelling more, videos make it easy for members to share information. Plan your strategy well and aim to capture your target audience with videos.