In 2013, brands really made a big effort to creative video ads and campaigns that engage consumers, get shared a lot and some of these even went viral. Interestingly, most of these most talked about videos were actually made by brands and what is even more interesting, all of these were videos out of the ordinary. Comparing videos with standard ads, the leading videos in YouTube in 2013 are all longer than normal ads, most of them are very compelling and also engaging. Most importantly, consumers are making a decision to watch these videos which makes them successful rather than being videos with the most number of views or the biggest budgets. It is great to see that a great, innovative idea that works, makes people think, laugh, engage and is refreshing is more important and makes videos more successful than standard ads (Google Think Insights 2014).
The success factors of the leading videos on YouTube in 2013 is pretty straightforward. Videos were made in a skilful way that bring paid media to the next level by aiming to make these go viral and have an impact. YouTube as a social channel is providing brands worldwide with unique opportunities with regards to being a network that distributes creative videos to consumers worldwide. Consumers can discover these videos and advertisers can “create true cultural moments” which is absolutely crucial to make these videos a true success.
The tourism industry can learn a lot from other brands and their approaches with regards to distributing videos containing a great and innovative idea. For any investment into video ads, tourism brands are expecting as an outcome that more people visit the destination or buy the tourism product. Awareness, inspiration and fighting negative existing perceptions with regards to security or experiences in destinations are also reasons for tourism brands to use YouTube to distribute these social videos.
Below the top 3 videos in the YouTube 2013 Leaderboard which are certainly worth watching:
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