Current Video Trends and Best Practices
According to a recent Miles Partnership webinar, the latest trends in video—along with best practices—are vital to keep top of mind if you market yourself using video in any way. Keep reading for what major video creation takeaways have emerged.
The webinar shared that 15 international and U.S. DMOs participated in testing and research as part of a YouTube Shorts Global DMO Cohort from 2023 in order to garner insight into marketing travel via video. When looking at vertical videos, three themes emerged during the research as those which perform best: Nature, Food and People.
In addition, research found that diverse shot selection and editing drove greater reach and engagement. Voiceovers proved to keep people's attention, while posting frequently also showed its significance by more frequent posts leading to higher views and engagement overall.
The webinar also touched on Future Partners research indicating the importance online videos play in Gen Z and Millennial travel planning. It turns out, in the past year, half of Gen Z and Millennials have used online video to plan travel. However, it's important to note preferences for short-form video platforms varies by generation: Gen Z most prefers TikTok (48.5%) and YouTube Shorts (28.5%); Millennials most prefer Instagram Reels (33.7%) and TikTok (30.3%) and YouTube Shorts (30.4%) almost equally; Gen X most prefers YouTube Shorts (20.5%) and Facebook Reels (17.5%); and much like Gen x, Boomers and older most prefer YouTube Shorts (14%) and Facebook Reels (6.9%).
YouTube in general is a massive source for inspiring current and potential travelers with video, essentially offering viewers the opportunity to go somewhere before they actually go! YouTube shares the content travelers most often watch include: Dos and Don'ts videos; First-Person Kids Experiences; YouTube Shorts, specifically listicle and hacks; and Day in the Life videos. Travel specific videos also include "Explainer" videos, which seek to do exactly what it sounds like: demystifying complex topics or those which viewers would like to hear first-hand knowledge of.
Have existing content you'd like to repurpose? YouTube Shorts is one example of how you can further edit down your longer-form content to work for you on a short-form platform to reach more travelers than ever.
The webinar also included some tips from its panel on posting and creating content like an influencer:
1. Know Your Audience. Understand who you are talking to and how they prefer to be addressed.
2. Develop Your Own Voice. Create a unique style or voice that represents your brand.
3. Manage Your Energy. Be mindful of the energy and tone you convey in your communications.
4. Get to the Point. Immerse your audience in the visual experience quickly, deliver your message concisely and effectively, then move on.
5. Avoid Perfectionism. Remember that striving for perfection can be a trap; focus on authenticity and telling better stories instead.
Learn more at Miles Partnership.
Written by Sarah Suydam, Managing Editor for Groups Today.
