“Did you know that visual
content is processed 60,000x faster than text? Telling your brand’s story
through written content is great, but in order to really capture the attention
of your audience, you need to give them easily digestible visual content. So,
how would you tell your brand’s story through video?”
Hannah Jean,
author for E-Power Marketing, use this powerful statement to analyse the growing importance of video marketing in relation to the Travel & Tourism industry. Travel and hospitality has seen an explosive growth of videos
marketing. Billions of videos are diffused everyday in many ways that travel
industry brands can use and video is considered as one of the best marketing
tools to promote travel and showcase your brand story. “52% of marketing professional name video as content with the best ROI”
claims the author to reinforce her thesis, adding that travel industry
brands have different options to attract more visitors and that video content
offers visibility, generates traffic to company websites.
One option to exploit this mean is to use influencer marketing. Influencers are followed by millions of people on social media platform, youtube, blogs etc. and can share their adventures by publishing video content on their platforms which generate millions of views. Influencer is a great video marketing strategy for larger wide reach or niche market, depending on the influencer’s profile.
Travel brand can also use their own social media & youtube channels. Google study “The Travelers Road to Decision” reveals that Youtube is the most used site for travel related videos. 79% of users search for personal travel opportunity in Youtube, making it one of the best platform to distribute your video content.
Emails are another important video promotion channel. The Radicati group predicts “that nearly half of the world’s population will use email by 2020.” If brand use “video” work in their subject, user will open the message more often.
Furthermore, new technologies will boost even more the importance and the effectiveness of video marketing. Virtual reality is definitely one of these. Through it brands could offer to their future visitors an immersive trial of the experience they will have during their holidays, convincing them more easily to visit their destination or use their service. The interest in this technology is growing, as Google trends reveals the rise of VR headsets researches on it search engine.
Nowadays, videos play an important role in brand identity strategy. The mix of strategies illustrated by Hannah Jean could represent a good start for Travel & Tourism industry brands to better engage with their audience and attract new customers, but they have to develop the right contents and eye catching video for consumers, identifying the best strategies to deliver their content in relation to their target audience. Here 10 great examples of travel videomarketing to inspire you and help you find the right idea to boost your brand even more!
Giulio & Valentin
Source:
- H.Jean (2017) "The Importance of Video Marketing for the Travel & Hospitality Industry". Blog.epower.com. Retrieved from http://blog.epower.com/the-importance-of-video-marketing-for-the-travel-hospitality-industry
- A.Sibley (2017) "19 reasons you should include visual content in your marketing (data)". Blog.hubspot. Retrieved from:
- https://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx#sm.00001ayh7ne2ahej7v8wngyvcmunq
- The Radica Group Inc (2016)"Email statistics Report; 2016-2020". Radica Group Inc, Technology. Retrieved from: http://www.radicati.com/wp/wp-content/uploads/2016/01/Email_Statistics_Report_2016-2020_Executive_Summary.pdf
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