According to a survey from Wyzowl, people are watching online videos for an average of 16 hours per week. And video marketing statistics show that 83 percent of marketers claim video has helped them with lead generation. We also know that people are twice as likely to share something online if it includes video. 

The stats don’t lie: video content marketing is king in our current times. But many DMOs miss out on a critical component in video creation and marketing. That thing is video deployment. Companies spend so much time and energy (and money!) on video content… and then only post it to social media. Some only utilize one platform and stop there. If you want to get the best ROI for your video advertising and maximize your reach, you need a strategy. And that includes a full-scale plan for video deployment.

Why You Must Have a Video Strategy for Destination Marketing

There are so many ways to reach potential travelers with video and inspire them to visit your location. Plus, video is often much more effective than just a static ad format. 

Whether they know the brand well or not, most online users are drawn to video content more than other mediums. And, according to the Wyzowl survey, a whopping 86 percent of people said they’d like to see more video from companies online.

A video deployment strategy is crucial because:

• Video has taken over online spaces. While it used to be a part of a great marketing strategy, video content is now central to outreach, especially for destination marketing.
• You’ll reach more customers. A distinct creation and deployment plan will reach your audience where they spend the most time online. For most people, those places include video platforms.
• Video content is terrific for ROI. Conversion rates are significantly higher on landing pages and in emails when video is involved.

It’s not enough to just create engaging videos, though. You need watchers to take action in a way that benefits your organization and meets your end goals. That means utilizing several different locations.

Types of Video Marketing Platforms

Have you considered all of the places you can use your brand’s video content? Let’s look at some of the most common platforms and why they work.

YouTube

As the largest video hosting platform, YouTube is an enormous video platform that countless brands use for video marketing. You can deploy videos on your company’s YouTube channel or distribute five-, 15-, or 30-second ads that bring traffic to your website from other media. Ads can also help grow your own brand’s YouTube channel.

Connected TV (CTV)

As Mark Douglas, CEO of SteelHouse, said in a LinkedIn live video, people are leaving cable in droves. Over a million households are canceling cable each month to stream their shows and movies instead. Services like Netflix, Hulu, and HBO Max are changing how people watch TV and changing the advertising industry.

CTV or connected TV devices that allow you to stream video content over the internet. Examples include:

• Smart TVs
• Apple TV
• Amazon Fire Stick
• Chromecast
• Roku
• Playstation
• Xbox
• Nintendo Switch

CTV advertising is programmatic television buying. There is no need for Nielson and audience estimates on views anymore because everything is streamed and tracked. Some marketing leaders are calling this performance-based TV buys. 

CTV ads connect you with viewers through traditional TV commercials, but in a modern setting. You can also measure your ad campaign results through digital and standard metrics.

Website Landing Pages

Landing pages are structured to sell or generate leads. Adding video to your website landing pages can help increase conversations and entice visitors to your site. You can say a lot in a video without adding too much copy, which might be distracting in some cases.

Blogs

Besides landing pages, adding videos to blog posts can boost engagement and keep people on your site longer. You can even turn a blog’s content into a video (and vise versa). The combination of media helps reach more people, including those who prefer to watch a video over reading text.

Social Media Videos

And don’t forget video on social media, which has tons of options. Platforms like Facebook, Instagram, Twitter, and TikTok allow you to create and share video content with your followers. You’ll increase engagement, grow your following, and sell services in free places where people spend a lot of time each day.

Videos in Mobile Apps

Many mobile apps use video ads to cover their costs. If your company has its own app, you can utilize video content in a variety of ways. Reach app users through engaging videos that fit the purpose of your app.

Email Campaigns

Don’t forget about email. While fewer people use email for one-on-one communication now, email campaigns are still a fantastic way to reach your target audience. You can use video content to increase email list signups, then include videos in email campaigns to sell and inform.

As you can see, you can utilize video everywhere for your digital marketing needs. When creating your video marketing strategy, decide which platforms and formats are best for your brand. Where is your target audience spending the most time, and what types of videos will reach them the best?

Using Video Marketing for Your Target Audience

Besides using different platforms, you can target specific audiences with different types of online videos:

• • How-to videos
  • Explainer videos
  • Brand videos
  • Video demos
  • Event-based videos
  • Expert interviews
  • Customer testimonial videos
  • Live videos (on social media platforms like Facebook, Instagram, or YouTube)
  • Commercials
  • Product videos
  • Animation videos

Also, think about what type of content with which your target audience will most identify. For example, outdoor audiences will appreciate videos filmed outside. If you run a theme park, you might choose to film on location, showing people what your park has to offer. They can picture themselves there and get excited about the thought of visiting.

Key Metrics to Watch with Video Deployment

You can’t know if a video is successful without metrics—because results are what matter most.

First, it’s essential to know your main goal(s). Do you want to expand your brand awareness? Increase ticket sales? Launch a new travel package? Keep your leading goals in mind as you track and monitor video content metrics like the following.

You’ll always want to track video views, but here are some other crucial KPIs to watch:

• Watch time
• View-through rate
• Impressions
• Signups 
• Calls or online requests
• Sales
• Social media engagement (likes, comments, shares, etc.)
• Return visits

The most important metrics will vary per organization. Make sure you know your end goals before planning a video marketing strategy. Then, you can determine which metrics will help you track your performance concerning what you want to accomplish for your brand.

Video content is the present and future star of advertising, and the growth is just increasing. Make sure your brand is utilizing video marketing in the best ways possible. 

If you need help, contact Advance Travel & Tourism today. With over 50 years of combined digital travel experience, we know how to target specific travel behaviors using the most up-to-date strategies. Reach out today to get started.