Every month, more than one billion people visit YouTube to watch more than six billion hours of video. And, with 100 million unique visits each month coming from travelers, YouTube is an ideal place to engage with travelers through video content.
However, with so many videos created each day, it’s important travel marketers create inspiring videos that truly resonate with travelers—whether they are in the upper funnel or deep into their planning and researching, they are turning to video. Here we list six tips on how you can inspire travelers through video.
1. Determine What Type of Video You Want to Create
Are you creating an ongoing travel video blog (vlog), a guide video such as “25 Things To Do in NYC,” or a video specifically for marketing? It’s important to first determine what video type you want to create because it will have a huge impact on how you film it.
When determining the type of video, it’s also important to consider your target audience. Each type of video will serve a different purpose. For example, vlogs are natural and personal, guides are designed to inspire and inform, and some videos are strictly for marketing purposes. Think of your audience and the message you want to send to them through your video.
2. Define Your Story
Video is one of the most effective ways to tell your hotel, brand, or destination’s story. It allows you to evoke powerful emotions through facial expressions, voice, and music that you can’t get through traditional content.
Are you showcasing your gorgeous beaches? Your beautiful mountains and ski lodge? A specific city or neighborhood? Human brains are naturally wired to love stories. Think about what story you want to share in your video and what will speak best to your target audience.
3. Consider Your Location
Filming a plain building or alleyway is not going to inspire people. You want a location with maximum impact. Based on the story you are trying to tell, think about what the best location(s) is to tell your story.
Does your destination have a beach, landmark, or site that is part of your story? Does your hotel have incredible amenities, such as a spa, pool, or restaurant? Pick one or a few locations that help you best tell your story. Check out the video Discover Los Angeles created to inspire travelers to explore L.A.’s neighborhoods beyond the iconic attractions.
4. Switch Up Shots
Once you have your story and location, it’s time to start filming. You’ll want to tell your story from different angles.
Get both close up, detailed shots and long, wide shots. For example, if you are filming a video promoting your beach destination, you may want a shot of a person walking along the beach, the views of the ocean, and close-ups of activities happening on the beach, such as sports, children building sand castles, and any other activities you think would be necessary to include.
5. End With a Call-to-Action
At the end of your video, make sure there is a call-to-action (CTA). There are many different options for a CTA, depending on what your video is about.
For example, hotels might be trying to get the traveler to book a hotel; destinations might be trying to get the traveler to visit them; It may even be as simple as sharing the video or liking your page. Focus on the story and purpose of your video, and base your CTA off that.
6. Optimize for YouTube
There are a few easy things you can do to enhance the SEO of your video and receive more traffic:
- Do some keyword research on specific words or phrases pertaining to your video that have a high search rate, and use them as your main keywords.
- Before uploading it, name your video with those keywords to help with meta. For example, if your keyword is “Sydney Beaches,” name your video file sydney-beaches.mp4.
- Make sure your keyword shows up at the beginning of your YouTube video title and in the description box for your video.
- Embed and link your video to your blog and website to not only boost the video but to be helpful to readers.
There’s no doubt that creating a video can be hard work, but with a great story and a thoughtful strategy, you have the potential to connect with and inspire millions of travelers around the globe.
If you’re looking for even more ways to engage and inspire travelers, connect with one of our experts today.
About Marissa Rasmussen
Marissa is Sojern's Content Marketing Associate. Indulging in her inner bookworm, watching HGTV, and playing with her puggle, Charlie, are among some of her favorite hobbies. Although she loves both, she prefers the beach over the mountains.
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