If a picture is worth a thousand words, then imagine the impact of a video. It’s not hard to see why videos are so popular with consumers today - they’re engaging, easy to digest and entertaining. Maybe that’s why 5 billion videos are watched on YouTube every day and 1200% more shares are generated by social videos than text and images combined. Videos are visual stories that communicate experiences and emotions in an incredibly effective way, bringing destinations to life. They also allow DMOs to remain fresh and relevant in today’s highly competitive travel market.
We wanted to share this video before we go on. What are your initial thoughts? How does it make you feel? Would you like to visit?
The beauty of video is that the visual narrative instantly evokes emotion, allowing each viewer to make their own interpretation and connection with what they see. The sounds of the birds chirping, water rippling, and mesmerising melody, mirrored by subtle movement and stunning visual imagery provides a real feast for your senses. In the end, it makes you want to go to Bali. And that’s the point. Whether it’s 10 seconds long or 3 minutes, the story needs to not only have a narrative and strong messaging, but it needs to appeal to all the senses which prompts an emotional response.
Importance of Video Marketing
We at the DTTT understand the growing importance of video marketing for destinations, and this is why we decided to focus on this topic in Jersey last year for #DTTTCampus. We took time exploring the beautiful island of Jersey, crafting experiences with local businesses alongside incredible content creators to learn the latest tips and tricks on creating that ever sought after memorable and shareable content.
Together with Seymour Oyster Company and lifestyle filmmaker and photographer @joelthorpe this workshop focused on how to craft a powerful story through strong video, learning how to convey the whole story in its richest form and effectively translate it into an attainable experience.
The workshop kicked off first thing in the morning on a very cold and blustery day along the Jersey coastline, but the group was eager to get started and venture down to the perfectly lined oyster beds further out to sea. What better way than on the farmer's very own tractor? After a quick introduction and briefing, everyone bundled onto the tractor complete with an array of blankets (it was about 6 degrees) and huddled together as we trundled down to the oyster beds. As you can see, Joel began filming the story from the very start, capturing every detail, sound and motion. After learning everything there is to know from the very knowledgable oyster farmer, and of course sampling a few Jersey oysters along the way, the group headed off to a local pub situated beside the sea where we enjoyed a well needed hot drink, and together with Joel learnt how to craft a captivating story from the content we had captured.
If you are thinking about your approach to video storytelling, or maybe it's new to your strategy, here are 8 takeaways to think about.
The Golden Rules
Originality - try to create something that’s unique and eye-catching so your audience is not seeing the same content
Consistency - make sure your style and message is always consistent
Confidence - be confident in your knowledge, style and push back when you don’t think it aligns with your brand
Key takeaways from the workshop
- Instagram is so much more than a photo-sharing platform - It's a place where people come to see beautiful images and videos and to be completely inspired, especially when it comes to travel inspiration.
- It’s so important to develop a clear strategy - different platforms require different strategies and it is not necessary to use all platforms. Many brands may be inclined to think it is essential to be present and consistent on all platforms. Yes, consistency is key, but each platform has its own audience and reach therefore it is important to understand this in order to position the right content to the right audiences. With this in mind, you may need to consider creating different pieces of content for different channels. Having said that...
- Content created can be used on social media as well as great content for the website - However it may need to be restructured. It is all about how the content is packaged and where it lives on the platform. As mentioned in the point above, you must understand your reach and audience for each channel first.
- Always stay on top of trends - follow people with similar interests and content, and it is also worth looking outside the travel industry. Anything can inspire great content if you know what you're looking for, and great content speaks for itself.
- Use subtitles or captions to instantly show what the subject matter is where applicable - as many people listen to videos without the sound on when they’re scrolling through their feed, most videos now feature captions to clearly communicate the message.
- How to grab attention in 1.5 seconds? - a killer image in addition to introducing some sound from the environment, then slowly bring your audience into the whole brand story by drawing multiple elements into the video. See everything around you as an opportunity to build on. This is a really impactful way of telling the full story to your viewers, unveiling different layers and evoking different perceptions and emotions throughout by way of sound, visuals and movement.
- When finding an influencer - it is much more worthwhile trying to find a niche creator that aligns with your brand identity and represents where your brand wants to go. It is also important to consider where they are from (in terms of the time difference and posting times) and what their reach is. Analytics can show you age and location demographics which is important to consider in terms of when to post.
- Important to promote shoulder seasons because peak seasons are busy anyway - With overtourism becoming commonplace in destinations all over the world, focus on promoting lesser known places. Don't rest on the main attractions or what's most popular. This also means unique content - promoting new areas of a destination means your audience is seeing variety, not just recycled content.
For this year's #DTTTCampus, which will take place from 13-14 June 2019 in Oslo, Norway, our workshops will be focusing on a variety of different topics from Content & Storytelling to Sustainable Growth. Subscribe to our email list to get notified when we announce our full speaker list!
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