WHAT MAKES VIDEO CONTENT SUCCESSFUL?

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Video marketing strategy
Video content is an increasingly important aspect of content marketing, and has been proven to help increase engagement levels and even boost conversions. Clever hotel marketers know that video can provide a healthy lift to their existing efforts – 64% of customers are more likely to purchase a product after seeing great video content related to it, and 43% of customers want to see more video content from marketing teams.

New research this month released by Zenith has found, “Online video viewing will rise 20% in 2017, according to Zenith’s Online Video Forecasts 2017, published today. Global consumers will spend an average of 47.4 minutes a day viewing videos online this year, up from 39.6 minutes in 2016. This increase will be driven by a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes a day, while viewing on fixed devices (desktop PCs, laptops and smart TVs) will rise by just 2% to 18.6 minutes a day.”

The bottom line? With consumers hungrier than ever for this content format, there’s never been a better time to incorporate video into your hotel’s marketing strategy. But what should you consider in your video content marketing strategy?

Know Your Platform

In order to create great video content, it’s important to understand not only your audience, but also the platform you intend to use as the means of sharing this content. Considering the sharing potential of your video content in general is a great way of looking at the video marketing process.

Whatever story you’d like to tell, you’re going to have to take account of the restrictions and realities of internet video and the platform you choose to host it. If you only plan on adding video to your hotel website, some of these restrictions are relaxed, but you are also missing out on a huge audience.

Facebook is prioritising video content more and more within their news feed algorithm, which is great news for video marketers and content creators, as it means your content stands a much better chance of being seen organically, while Snapchat relies on short, raw video content – and YouTube is still the world’s largest search portal for video content.

Focus on Storytelling

Video content is all about storytelling and providing value to your hotel guests – don’t use this as an opportunity for the hard-sell, but for subtler relationship building. Using a clever CTA at the end of the video will help anchor and brand your content so it remains associated with your hotel. Keep this in mind when developing your video content marketing strategy as it could dictate the content of some videos.

Provide Great Content

A brilliant title and video description will work wonders for prompting increased traffic to your video – but remember that whether posting a video which more directly showcases the facilities of your establishment, or going for something more narratively and creatively driven – if the content isn’t right with your audience, your efforts will be wasted. Great video however can stick around and pay dividends for a long time, enticing future bookings and plenty of social sharing to help spread the word about your hotel far and wide.

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