Video Advertisement: A Tourism Marketing Necessity
If a picture is worth a thousand words, then what’s a video worth? The answer, an impressive 1.8 million words per minute! While this probably sounds like a random number, I promise you there is real math behind it. Lucky for us, Dr. James McQuivey of Forrester, a leading global market research company, took the lead on these calculations as shown below in more detail.
Why so popular?
Video’s growing popularity should come as no surprise. We live in an era of technology where people literally have the world at their fingertips. Consumer’s not only want, but DEMAND creativity. This is no easy feet given the ever-expanding nature of social media platforms. As a solution, video content has emerged as a vessel to capture consumer attention and bring your product to life in a sea on content, no pun intended.
Selling a feeling
Videos can convey emotions in a way that images or text alone cannot. They are dynamic, engaging and an effective channel for visual storytelling. Think back to the last time you were planning a trip. How did you decide where to go or what to do? If you’re anything like me, you probably did a google search that ended in a 2-hour binge of travel videos with more plans than you have PTO for. This is because, unlike static content, video can place you right in the middle of the action and evoke a feeling. Done well, video content can create a desire to be a part of the experience shown.
Selling a brand
Vacations are not a one size fits all. You have people who travel to reset and relax and others who travel to adventure and seek action. You have people who may want to do both! Video content is a compelling way to demonstrate your brand identity and differentiate yourself from competitor. Think of this as the Gen Z “vibe check”. A brand that is looking to convey rest and relaxation might opt for a slower pace in their video with serene images and softer music. Conversely, a brand looking to convey action and adventure might create a fast-paced video with quick cuts showcasing action packed activities offered. A brand wanting to differentiate themselves as the ideal option for families may choose to include vide content of activities and fun to be had by children and families alike. Knowing your target audience and understanding what they are looking to get out of their vacation allows you to tailor video advertisement.
Are you sold yet?
Videos easily add value to marketing. They make it easier to retain information, boost engagement and help build consumer confidence. More impactful in travel and tourism, videos have ability to bring destinations to life. Combined with high quality images, music and pacing, video can show your brand identity and differentiate you from the competition. From inspiration and awareness to consideration and evaluation, video content is a powerful medium that can influence a consumer to make a decision and book.
