Video marketing for tourism operators 101

Do you want to add variety to your marketing? Wow people with images and stories of your attraction or venue? Entice, educate and convert potential customers? Sounds like you should consider investing in video marketing. 

Video is great because it's so versatile. There are so many different ways video can be used to promote your brand. From branding to informational or educational videos, to live video, testimonials and interviews, the options are endless. It's a great way to tell your story and engage your audience.

The power of video marketing, by the numbers

• an average user spends 88% more time on websites with video content (Forbes) 
• 80% of users remember a video ad they viewed in the past month (Forbes) 
• 70% of consumers will share a brand’s videos (Wyzowl) 
• 72% of businesses say video marketing improved their conversion rate (Wyzowl) 
• 53% of consumers say they feel more confident in their online purchase decisions if they watch the products’ videos first (OptinMonster) 
• 54% of travellers watch videos before deciding on their accommodation (Think with Google)
• 79% of travellers use YouTube to check out their travel options (Think with Google)
• 63% of travellers watch YouTube looking for activities to do at their destination (Think with Google)

These statistics should be more than enough to convince you of the power of video marketing. But where to begin? Here are some tips to get you started.

Have a solid distribution plan

You can have the most spectacular video, complete with drone shots, testimonials, special effects - but if no one sees it, it won’t do its job.   

Before you begin to even brainstorm a concept for your video, you need to have a plan on how you’re going to share it with your target market. It's not enough to just upload it to your website. Integrate into your OTA listings. Share it across your social media channels. Consider different cuts for different platforms. Be prepared to pump some money into sponsoring your video to get it in front of as many people as possible. Make sure you have a plan to make that video work hard for you. 

Tap your fans

Paid advertising is great, but it's not always an option. The costs can add up, especially if you've already committed to spending money on video production. If you're looking for a low-cost way to get your video out there, harness the support of your fans and followers. Encourage them to share and engage with your video through contests or reward programs. Reward them for sharing your videos in their social media profiles with contest entries or discounts. This is a great, cheap way of expanding your reach, while leveraging your followers' endorsement of your brand. 

remember,  84% of travellers say they trust the recommendations from their family and friends over paid ads.  

Make videos worth sharing

Making videos is one thing. Making video that appeals to your target audience and makes them want to share it is another.   

Focus on telling a story. Want to promote your restaurant? Interview your head chef. Dig into the history of the place. Showcase your achievements and awards. 

Make your video compelling. Open with an attention-grabbing scene, especially in the first 10 seconds. Keep the video short but engaging. If you can’t then 6 to 12 minutes is the next sweet spot. Remember, social media users have a short attention span. 

Make sure your videos are mobile-friendly. Most users right now are watching and sharing videos on their smartphones. The aspect ratio, orientation, and captioning of your video must be optimised for mobile viewing.  

Make videos regularly  

If you want to stay relevant, especially in social media, then invest in making and releasing videos regularly. Aim for two or three videos a week. If you can’t, one video per week would be enough. Your videos don't have to be a big song-and-dance production. There's a lot of content in a five-minute video, which can be chopped up into shorter 30-second bites, which are perfect for Instagram and Facebook.  

The task of video marketing can be a bit daunting, but it doesn't have to be. Anyone with a phone can create a great, informative piece of video content. Just get started!