Each week, consumers spend an average of 176 minutes watching online videos. What’s more? By 2021, video is expected to make up 82% of internet traffic, with 43% of consumers preferring video advertisements. The online environment is a crowded, and very competitive, space to impress travelers. So, how do we influence consumers with video in that 176 minutes?
Using Video to Inspire Travelers
Picture this: It’s mid January, and you begin your search for your summer vacation. You already know the destination, and now it’s time to decide where to stay. While browsing online, you get served a hotel video ad. The video walks you through their location, highlighting their beaches, local food, and oceanfront balconies. You instantly go to the hotel website and book your stay.
Video gives guests a visual connection to your location and the unique qualities that you have to offer. Videos can be used to inspire; they illustrate a story that a single image simply can’t create. This is not only useful when people are searching, but influential along the entire path to purchase.
For hoteliers, video is particularly powerful as 67% of travelers are more likely to book when they are able to see a tour of the property and amenities. Even after a booking, you can continue to visually engage with guests to encourage travel to new hotel locations and activities.
Using Video Effectively
Video is most effective when you tailor its length to the specific channel. For instance, a Youtube ad should be around 30 seconds for the highest view-through rate (VTR), and can’t always be skippable.
Instagram, on the other hand, should be 16-20 seconds since users are scrolling quickly. Also, you will see a higher engagement rate if you create an impactful first three seconds. According to Buffer, 65% of viewers who watch an ad for three seconds will continue watching.
Although the online marketplace is crowded, with the use of great video visuals and engaging content, your destination will make an impact with travelers. Looking for more brand awareness tactics to make an impact in 2018? Download the full report here.