How Travel Marketers Can Create a Strong Video Strategy

August 18, 2017

What better way to tell your travel brand’s story than through the most engaging and inspirational medium we have—video? From gorgeous destination shots or humorous anecdotes to the latest in 360-degree and Virtual Reality, travel marketers are already taking advantage of the 200M+ video hours watched daily on Facebook and YouTube.

“Marketing is no longer about the stuff that you make, but about the stories you tell. —Seth Godin

While you may know that video is important for your travel marketing campaigns, you may not be sure how to use it most effectively. We’ve got four key features for you to implement to create a strong video strategy:

Use Video Throughout the Funnel

Often, we think of video as a top of the funnel, brand awareness tool. This mentality harkens back from the television days when marketers could not measure much beyond audience demographics.

But now, with programmatic video, we know video is hugely successful throughout the funnel and keeps your travelers engaged. In fact, 63% use travel videos when looking for ideas or activities to do at a particular destination.

Experiment with Different Video Formats

No longer are travel marketers tied to a 30-second TV spot. With YouTube, you can try everything from 6-second bumper ads to ads with no time limit. You can also experiment with interactive, “gamified” or survey videos, videos that expand when the user hovers over it, or 360-degree videos, that give the user the choice on where they’d like to look. There’s even the option of a Dynamic Creative Overlay, that has the unique ability to personalize videos with rates or property names, tailored to what the traveler is interested in.

Deliver Across Every Exchange and Device

You’re on the go, as is your travel audience. Finding a partner that can effectively target your audience across all video exchanges, Facebook, Instagram, and YouTube, as well as every device, is key.

And thinking through how users interact with your ads on mobile and tablet versus desktop is important. Remember those 6-second bumper ads we mentioned earlier? They’re a great way to engage on mobile. They are short enough that they don’t eat into data and user time, but long enough to entice the user to click through to your website.

Measure Everything

Your advertising platform should provide you with comprehensive audience insights and continue to optimize campaign performance. By testing the various video formats, video exchanges, social pages, and targeting across the funnel, you’ll find what most resonates. Use these learnings to improve your messaging and content across all of your advertising.

At the end of the day, that’s what it’s always about: connecting with your audience in a way that feels personal, giving them a positive experience with your brand, something that we did for Courtyard by Marriott, while reaching over 2M millennial business travelers.

If you want more guidance on how you can get video into your travel marketing mix, then contact us today.


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About Myla Tutt

Myla is the Director of Marketing and one of Sojern's first San Francisco employees. In addition to leading sales enablement, video strategy, and Sojern's Global Conference, Myla also co-founded Sojern Gives Back (the company's global CSR program) and the Sojern Women’s Group. She holds a BA in Communication Studies and Theatre from Southwestern University and hails from the great state of Texas.

Myla Tutt About the author

Myla is the Director of Marketing and one of Sojern's first San Francisco employees. In addition to leading sales enablement, video strategy, and Sojern's Global Conference, Myla also co-founded Sojern Gives Back (the company's global CSR program) and the Sojern Women’s Group. She holds a BA in Communication Studies and Theatre from Southwestern University and hails from the great state of Texas.