From the living room to the car and even your pocket – digital screens are everywhere.
With 64% of people more likely to buy online after watching video, producing high-quality content has never been more important. The top way to engage audiences, promote products or services and to increase brand awareness, video is key to a brand's marketing strategy.
Contrary to popular belief, video does not have to come at a high cost. Whether you're a travel start-up or a growing travel brand, you can produce quality video marketing that'll make a difference on budget.
While your competitors are uploading the same style of videos, make your travel brand stand out with careful planning and execution.
Understanding your audience and meeting their needs is the way to create engaging content. Although competitor research is key, 87% of customers think brands need to put more effort into providing a consistent experience. This means staying true to your branding and identifying that what another brand is producing may not be the right move for you.
Start by deciding on the aim of your video. Is it to inform, educate or entertain? Ensure there is a clear message and make sure your content is consistent with your brand.
A great way to engage audiences in the early stages is to ask them the kind of things they would like to see, then create content based on these ideas. Another great way to get audiences involved while receiving streams of content is to ask audiences to send clips in and create video based around user-generated content.
Make sure your videos are clear and concise to gain maximum engagement but also to lower costs. The average attention span is eight seconds, meaning every frame of your video counts. Shorter videos that are to the point will allow audiences to take in more information – and also remember it.
Now you have an idea about what your content involves, it's time to set a budget and decide on the creation.
When creating video, there are many options that avoid high production costs. Although you are working on a smaller budget, quality must never be sacrificed.
Defining a clear strategy when it comes to promotion is vital to gaining positive results.
Finding bloggers, influencers and other businesses to promote your new content is a great way to reach new audiences and increase traffic to your site. The aim is to collaborate with people who have an existing audience that you want to reach. By allowing them to promote your work, you can sit and back and relax as customers are led to your brand.
In 2017, businessman Billy McFarland and rapper Ja Rule joined together to create luxury music event Fyre Festival. Using video content to promote the event, they flew big-name supermodels to an island to make a video advert for the new star-studded event. They promised attendees luxury accommodation, famous music artists and gourmet food located on a tropical island in the Bahamas. The reality was that lack of resources and false advertising meant festival-goers were met with rain-soaked mattresses, little food and an unfinished music stage.
Producing quality video marketing on a budget is now easier thanks to social media. As online communications grow, so do brands looking to promote using the latest content. Brands must ensure that the products, services and influencers they offer or use are authentic and genuine. False advertising can mislead customers, ruin brand reputation and at the very worst lead to criminal charges.
Always keep an eye on the latest travel trends and news in the industry.
Stock photography company Shutterstock took advantage of the press attention surrounding the Fyre Festival fallout by releasing some video marketing of their own.
In a world where travel brands are confronted with short attention spans and changing technology, quality video marketing is vital to meeting the visual demands of audiences.
To make your content go the extra mile, don't be afraid to repurpose it. Saving on cost, create blogs, landing pages and email newsletters ensuring a steady stream of content available for your audience. Through following these strategies, your travel brand will be able to produce top-quality video marketing on a budget in no time.
If the human brain processes images 60,000 times faster than it processes text, it is logical that including images and videos in your content strategy will have serious benefits.
When a wall of text is too long, people may not stop and read it. Images may lack the depth of information needed to satisfy a searchers needs – so how best to capture and keep attention? (more…)
A changing market – a new study suggests that the number of people viewing video content is dramatically increasing, opening doorways for new media and advertising opportunities.
As smart phones, portable tablets and public wi-fi networks become more and more commonplace, and large desktop computers and laptops are considered bulky and unappealing, video and media companies, online advertisers and SEO agencies have to be aware of the medium that their content is being translated. With screen sizes changing and rapid developments in entertainment technology, tracing the trends has never been so important.
Ooyala captures 3.5 billion analytics events each day in order to follow these shifts. Having ingested and transcoded over 100 million minutes of video in 2014, Ooyala is now continuing the process in 2015.
According to its recent study, the Q1 2015 Global Video Index, 42% of all online video views are watched on mobile devices. Of these mobile devices, smartphones outranked tablets four to one, with mobile devices making up 34% of all online video plays. This statistic is unsurprising, due to the popularity and accessibility of the smartphone, however the trend pushes upwards.
Since Q1 2014, video plays on mobile devices have doubled with a 100% increase, and over the last two years they have beyond tripled, with a 367% increase. In this year alone, they have increased by 24% from January, and with it the potential market, advertising space and customer attention.
Yet the audience itself ought to be considered. Broadcaster content was played on mobile devices 53% of the time, with PCs making up the other 47%, a major shift in distribution, the scales tipping in favour of mobile devices, a number most likely influenced by younger viewers. From this consensus, it could be argued that mobile advertisements on broadcaster videos would be sensibly aimed at Millenials, yet the study shows that advertisements are less likely to be completed on mobile devices, as opposed to PCs.
Only 79% of advertisements that began to play on a mobile were completed, compared to 89% of those that started on a PC, and publishers saw a similar trend. However, the large volume of mobile devices, and the growing favour towards smartphones, would help combat any loss in mobile advertising.
The report also investigated the power of personalised advertising, with personalised content recommendations providing 50% of total viewed content for consumers. As this demand for mobile content increases, so does the need for marketers and businesses to build comprehensive video and product marketing plans.
With 64% of marketers using video as part of their content strategy, those that don’t are in the minority — and according to a recent study by Animoto, they could be losing a quarter of their customers.
Of the study’s 1,051 participants, 1 in 4 admitted to losing interest in brands that don’t use video marketing, and nearly three quarters considered videos that describe services to be important.
Video makes maximal use of available screen space in a way that even the most mobile-friendly website cannot. There’s no scrolling involved, no distractions, and the experience is fully immersive.
55% of consumers watch at least one video on mobile each week, so make it easy for them: include captions on Facebook videos, and keep things short. Two thirds of consumers prefer videos under 60 seconds long. While longer videos — like interviews, reviews and event coverage — can still have a place in your campaign, they are often difficult to watch on-the-go.
While YouTube is an incredibly valuable marketing tool, video is much more likely to increase conversions when it’s embedded on-site. As with any type of online marketing, the goal is to keep visitors on your website, not send them to a YouTube where they’re likely to get distracted by other people’s content.
Embedding videos on webpages gives a notable SEO boost. Brands that also provide a video transcript will see even bigger effects on their rankings — naturally, the transcript of a video will include relevant keywords, and on a properly optimised landing page, this rich, targeted content will not go unnoticed by Google.
Consumers are 50% more likely to read an email newsletter when it contains a video. With the number of bland marketing emails that land in our inboxes every day, it’s not surprising that an alternative to text- and image-heavy emails is so refreshing.
MailChimp has recently started supporting the use of emojis in subject lines. Including a movie camera emoji in your subject line is a great way to visually indicate that your email contains a video, without cutting into valuable character space the way using “[VIDEO]” might.
Video can be extremely powerful on social media, too. 84% of consumers said they had liked a company video in their news feed, and nearly half of consumers have shared a brand video on their own profile. Thanks to Facebook’s autoplay feature, marketers have more than just one still to grab their audience’s attention. The first few seconds of a video are the most important, particularly on social media, so making them compelling is key.
Video is very quickly becoming an imperative for the success of brands rather than an optional extra. A 2014 Cisco report predicts that of all global consumer internet traffic, 79% will be IP video traffic by 2018.
Used in the right way, video is powerful content that can create brand awareness and engage new customers—it allows for informative and educational content, while also being entertaining and perhaps less intimidating than other marketing channels.
Here are five reasons why you should start using video marketing and work towards making it a core component of your marketing strategy.
Video has the potential to be more powerful than copy. Huge amounts of information are conveyed in a short space of time, engaging those who may not have the time or patience to read your web copy. 44% of email marketers in the US reported a significant increase in their engagement with clients if their emails contained video.
Relevant, keyword-optimised video helps increase your website’s SEO, providing another rich channel to not only disseminate your content, but also bring new users to your site. It is proven that consumers are much more likely to click on video adverts rather than standard banners. Video is easier to share, and hugely effective on social media: Facebook has reported that since June 2014, it has averaged more than a billion daily video views with more than half of daily Facebook users consuming at least one video a day on the channel.
The use of video will aid a smooth, sleek, user friendly experience on your website. Video helps to engage with passive users on your website, preventing bounce rates and increasing the likelihood of conversion rates. Reports suggest that retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. Video is also highly optimised for mobile; its use has increased 65% globally. It is also reported that mobile video will account for 69% of total mobile data traffic and increase 14 times.
Video can be used to educate about your brand and convey multiple messages to customers. If you invest in good quality video, reports suggest 87% of video ads get watched to completion if relevant to the customer. This also in turn increases time spent on your site by the user.
Videos have a huge impact on your credibility as a brand, increasing brand association up to 139% if used in the right way. Training and how-to videos are good content to convey knowledge and expertise as well as proving your company to be an information resource. This allows your video and its message to stay relevant for years.
Every digital marketer should be looking at how they can use video as part of the marketing mix. The sleek and engaging nature of video allows core messages to be conveyed cleanly, and opens a whole channel to support your wider marketing activity.
Even though businesses understand the social relevance of YouTube not everyone realises its bigger potential for bringing in new clients.
While the majority of views may be focused around cute cat videos or comedy sketches, businesses can achieve a much more personal approach to their advertising by getting on board. (more…)
They say a picture speaks 1000 words, so what can a video say and what is its influence on potential customers?
Dr. James McQuivey of Forrester Research claims that a video is worth 1.8 million words. With the proliferation of online video, travellers are increasingly watching videos relating to the destinations they are thinking of visiting, rather than reading up on them or looking at pictures. Video should be an essential part of your travel content marketing strategy.
A recent study by Forbes found that one of the key reasons is that people react to emotions and this is contagious. This increases the likelihood that the person watching the video will share the information or the video itself.
We have all seen an idyllic photo of the stunning villa we are supposed to be staying in on our holiday. What happens when we arrive? The reality doesn’t quite match the photo we fell in love with. This manipulation of reality is making users more aware when researching their holiday destination and they expect more to aid their decisions making process.
Here we explore why video is now an essential part of any content marketing mix:
Keeping customers engaged is a constant battle. Video provides brands with a platform to tell more stories, more quickly and with more engagement. According to Video Brewery , 90% of online shoppers found product video helpful when making buying decisions on a major retailer’s website.
For a travel brand promoting an experience (tour, transport, accommodation), video offers the opportunity to bring their product to life and fulfil consumer informational needs. If a competitor has a like for like product, but they present their product more effectively, who’s product is the consumer likely to buy?
Interestingly the best time for engagement with video is on a Tuesday, between 11a.m. and 1p.m. (Sysomos)
What platforms can you use?
YouTube dominates the online video market with 81.9% of total embedded and linked videos,followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%). (Sysomos)
Short video marketing: Instagram and Vine. Short video clips can be easily shot, edited, and shared, all from your smartphone. This makes it a very cheap and easy process to build your brands story with your customers.
A great example of travel content marketing came from Hampton hotels. They used user generated content to drive engagement with their customers.
Their aim was to educate guests about their hotels and brand identity, so Hampton Hotels created a YouTube video series known as “Hamptonality Moments.”
The campaign included real life guest stories, and generated 5 million YouTube views, a 133% increase in Facebook fans, and over 500 million social impressions.
User Generated Content
Romain Ouzeau from Statigram, found that 80% of online content is user-generated. Users love to share videos, pictures and stories about their holiday. By creating a competition, or rewards for submitting user generated video, your travel brand can get rich video content from a real customer’s holiday experience. Potential customers want to see what their holiday would be like through the eyes of a real person.
User generated content is a very cost effective strategy as you don’t have to spend money creating it or promoting it.
It is seen as a trustworthy source of research as it resonates more to other users than brand created content. Also the more users that create videos about your holidays, the more reach your brand, hotel or destination will receive. A great way of encouraging this is a reward system: the best video gets a free holiday etc. Giving incentives to your user audience provides great customer engagement. A great example of user generated content is Tripadvisor. A study by Fresh Minds found that one in four consumers use Tripadvisor before booking their holiday.
Users love video
It sounds simple because it is. Online users spend 3.5 hours per week watching online video, and this is continually on the rise. When it comes to booking holidays, 53% of respondents say they research and buy their holidays online, while 30% research online and buy offline. This cannot be ignored.
Video engages customers and enables them to understand the experience that they will have. Michelle Cox from APT Travel Group says, "Video footage helps our customers to really picture themselves on a cruise or tour far more effectively than any still picture will ever do.”
With users actively searching for travel videos, it is imperative to ensure that you have quality video content in some form. The amount of hours and research that we do online is constantly on the rise, so video marketing is here to stay. If you don’t want your travel company to get left behind, you should start looking at a video marketing strategy that will suit your brand today.
‘Virality’ is the key aspect of any video advertising campaign today.
When your video ‘goes viral’, this means that your content has become exceedingly popular through online sharing in a very short period of time, whether it’s through video-hosting platforms like YouTube, or social media websites like Twitter or Facebook.
The future of viral video has more surprises in store for us, no doubt, particularly because of high-efficiency video coding (HEVC) being just around the corner. This new coding will allow us to load ten-minute videos in just ten seconds; combined with new, crisper resolution in the coming year, it’s clear that we have a lot more to look forward to.
In the meantime, let’s take a look at some of the cream of the viral video crop for 2013 so far.
Evian: ‘Baby & Me’
Evian’s ‘Baby & Me’ advertisement, part of their Live Young campaign, generated 29 million hits in just five days, making it, surprisingly, the most watched advertisement on YouTube ever. Evian stated that their video campaign aimed to focus on its ‘longstanding commitment to the Live Young lifestyle message: youth is not a matter of age, it’s an attitude’.
How did they manage to pull off this amazing marketing feat? Firstly, they generated buzz around the campaign through social media as a part of their pre-launch campaign strategy. They also had YouTube-Twitter integration on the YouTube page for the video, which allowed users to share their comments directly on both platforms in one place, which helped increase the amount of engagement and shares.
Going further, Evian has now developed a mobile version of the ad as an app for iOS, Android and Facebook. The app allows the user to choose an existing image or take a new photo and select a skin tone and eye shape, thereby ‘baby-fying’ the photo. And yes – the app includes social media integration too, allowing users to share their ‘babified’ pictures.
Google Glass: ‘How it Feels’
In order to showcase their new, innovative product, Google used crowdsourcing content in order to make their Google Glass video, ‘How it Feels’, go viral. As of today, it has over 22 million views on YouTube.
Critical to the video’s success as a viral marketing tool was making mundane, everyday events seem magical and extraordinary through the eyes of Google Glass. The video is composed of short clips taken through the headset, deliberately showcasing the most publicised feature of the device: the ability to record memories from the person’s viewpoint.
Aside from the product, the video itself is something to marvel at. It seamlessly cuts in footage of fighter jets doing barrel rolls, to a table tennis champion giving it his all, to the more everyday memories, like following a ballerina down the stairs as she prepares for her show.
Kmart: ‘Ship My Pants’
Kmart was in a quandary with its advertising not too long ago. Its ad agency, DraftFCB, was going through some tumultuous times, starting off the year without a CEO. Having lost a few of their big clients, the future wasn’t looking too bright, particularly with Kmart’s financial woes.
DraftFCB managed to pull through the darkness in April this year with their ‘Ship My Pants’ ad, which effectively solved a number of problems at once. The commercial was a viral hit, being viewed 20 million times in less than four months. This pulled Kmart out of the slump and brought the brand a more youthful audience, too.
The commercial owed its success to its unique harnessing of toilet humour. The double entendre of the title took viewers by surprise, ensuring that pretty much everybody would want to share the video. Hot off the success of this video, DraftFCB has kept up with their output, releasing a follow-up titled ‘Big Gas Savings’.
It’s clear that viral success largely depends on having a truly unique idea. A totally unique product or service, like Google Glass, could potentially sell itself, but it takes a measured advertisement to show audiences what the true potential is. Once you have an idea, you need to make sure that you’ve picked the right channels and platforms to distribute it. The final step in securing ‘virality’, as it were, is to make your audience want to share it.
Coming up in a few paragraphs, news of a change to YouTube’s algorithm which will rank videos by time watched rather than the number of views.
But first, put yourself in the scruffy tennis shoes of the cable TV producer.
You have sixty minutes of air to fill, a handful of fleetingly dramatic home video footage and a host of fickle viewers with their fingers hovering over the remote control.
It’s time to tease.
Few words will better ensure viewers don’t go changing than, “After the break… crazed monkeys terrorise a neighbourhood.” Throw in some promising footage of a baboon loitering with intent and the cameraman’s frightened cry of “GET IN THE HOUSE!!” and you might just keep them on the hook ‘til the end of “When Animals Fight Back”, at which point it doesn’t matter that the footage doesn’t get any better than what you’ve already shown.
The tease has been frustrating fans of weird television for years and now, thanks to YouTube’s fiddling, we can all look forward to something similar.
YouTube’s decision is, on the face of it, completely understandable. You’d have to have your black hat jammed firmly over your eyes not to have noticed the push to reward quality content.
Quality website content makes for a better user experience and, not happy with people watching 4 billion hours of video a month on their site, YouTube has identified time viewed – analogous to viewer retention/bounce rate – as a far more reliable metric for quality than the number of people who have clicked on a link.
Here’s what YouTube themselves had to say:
“We've started adjusting the ranking of videos in YouTube search to reward engaging videos that keep viewers watching… The experimental results of this change have proven positive -- less clicking, more watching. We expect the amount of time viewers spend watching videos from search and across the site to increase. As with previous optimisations to our discovery features, this should benefit your channel if your videos drive more viewing time across YouTube.”
It should certainly put an end to outrageously mistitled videos, and the “sophisticated” use of semi-naked women on video thumbnails to lure viewers. It should also reward people who make great content.
But from Tipp Ex’s bear hunting masterpiece to double rainbows, it’s hardly as if great content was harshly treated under the old system.
The other type of content that will be rewarded is the kind that can string along viewers for as long as possible, keeping them interested with the promise of a big reveal, and that will only lead to a much poorer viewer experience.