With the advent of modern technology, content marketers have come up with diverse ways to churn out content. It is imperative to understand what kind of format works for your marketing strategy and what doesn’t. The end goal is always to create more brand awareness and receive as much traction as possible with quality work.
When we speak of content formats, there are a plethora of options today that you can choose from, depending on what format addresses your marketing needs and helps gain better engagement. In some cases, static posts might work well, while videos would be the better choice in others.
Needless to say, videos enjoy a great amount of fanfare because motion graphics always attract more potential viewers or customers. Especially considering how short people’s attention span is nowadays, even though they spend a majority of their time scrolling through feeds on numerous social media platforms. Videos are a tried, tested, and extremely effective way to ensure your marketing strategy works well.
Travel videos are one of the smartest content marketing moves in the world of tourism. It goes without saying how videos make it so much easier to give glimpses of terrific places around the world with impressive transitional effects. Tourism has taken a whole new leap altogether with this strategic marketing move.
However, you must incorporate newer techniques and newer trends in your traveling marketing videos to ensure that your viewers are still interested in watching your content. Let us look at some tips on how to make better videos for travel marketing.
1. Basics of your video type are important
The first and foremost question you need to ask yourself as you sit down to chalk out a storyline for your video is, what is the end purpose?
For example, if this travel video is for Instagram, you have to be very particular about the time frame and make it IG-friendly. If it’s for Twitter, you need to have a certain type of content that people engage with, which goes viral. If it’s for Facebook, your video content should be interesting enough for people to share it on their feed. And for YouTube – it gives you the liberty to put up more detailed content.
You can give a much better insight to your viewers on what kind of tourism brand you are, the kind of traveling aspects that you specialize in, etc. For example, are you just reviewing places, or are you giving recommendations? Such strategizing is very important to have a basic context for your brand identity.
2. Keep it short but eye-catching
It has already been mentioned earlier how people’s attention span is really short. The reason is there are so many other brands just like you trying to compete and gain just as much traction. Therefore, you have to make sure your key aspects are the forerunner.
For example, if you are trying to share a quick recommendation video on “5 Forts to visit for sightseeing in Rajasthan”, make sure the story’s hook is mentioned right in the beginning so that the audiences’ interest piques in the very first 10 seconds.
Have your company logo flashing at all times in every frame. If you are selling any particular offer that a luxurious tourist spot is publicizing, then make sure you show the value of that deal in the very first 10 seconds of the video so that your viewers watch till the end to know more. Therefore, even if the video is short, the placement of your content is what matters.
3. Make use of emotional narratives
Humans are always driven towards emotionally-charged content. When it comes to travel marketing, you have many ways to incorporate an emotional context into your storyline.
Rather than making jazzy videos of luxurious landscapes and dreamy hotels worth millions in exotic locations, try to feature people sharing their real experiences of traveling to unbelievable places across the globe.
Record their emotions as they share stories about how they felt when they landed over one of the seven wonders of the world in a helicopter or walked into an igloo-shaped home in some abandoned location in a foreign highland.
If you are a travel brand that focuses on making family-oriented travel marketing videos, then maybe include glimpses of children playing and having fun in some homely location in Shimla, tucked away from the city life, to inspire families to jet off for a vacation.
Tap into the human element and make your travel marketing video emotionally rich. By using a good video editor, you can add interesting transitions and soulful music to make your viewers connect even better.
4. Leverage the powerful technique of SEO
SEO is the key to boosting your ranking amidst competition. One of the most basic rules to keep in mind about SEO and incorporate in your video content is always having a really interesting title and description. Something that gives a certain idea to people about what kind of a travel brand you are but at the same time keeps them curious.
Your thumbnail image should be related to the content that you have put into your travel video and, at the same time, be extremely aesthetically pleasing.
Always have captions for your videos if there are dialogues so that people can watch them even if they can’t understand the language or can’t hear that well.
All these basic steps help in increasing the value of your video. The more people share it, the more traction you receive and the higher your SEO ranking gets.
5. Track and implement changes based on your stats
Your job does not end with making a great travel marketing video, launching it on the appropriate platforms, and letting it do its trick. It is very important that you keep tracking the statistics over time.
Here stats would involve how many people watched your travel video, how many of them stopped in between, how many of them re-shared your video, and so on and so forth.
These basic stats help you to understand where you are going wrong in curating your travel video content, as well as some of the steps that have worked well for you as a brand.
All this culminates in making effective changes and bringing in more quality videos depending on the brand identity that you established as a travel brand.
Video marketing is a great tactic for the tourism industry. It appeals a great deal to potential customers and viewers and is definitely one of the foremost tactics that will only increase in popularity as time passes.