Video Marketing Trends Now
- Posted by Todd A. Vines
- On August 28, 2019
Production and publishing of video is one of the fastest growing trends in digital marketing … and for good reason.
Videos rank high in search results. Facebook, Twitter, Instagram, YouTube – all the major social channels make it easy to both post video and share with others. And while distributing podcasts and publishing infographics are a savvy way to diversify a brand’s content, 83% of users still prefer article and video content over trendier content formats.
Hotel marketing teams that have yet to implement some level of video strategy are marketing with one hand tied behind their backs.
Videos have repeatedly been shown to influence travel decisions. Click-through rates (CTR) are higher on links that include video. All the data shows that we humans retain more information from videos than we do text alone.
Screen Pilot has long preached the importance of incorporating video into a hotel’s broader storytelling.
Wondering if it’s time to adjust your budget to accommodate more video in your marketing strategy? Ready to up your video game?
Here’s what hotel marketing teams need to know about the state of video.
Video Has High CTR and Conversion Rates
If clicks and conversions are at the heart of what digital marketing is all about, consider this compilation of current statistics;
- Video on a landing page can increase conversions by 80%
- Combining video with a full-page ad boosts engagement by at least 22%
- 70% of marketing professionals report that video converts better than any other medium
- Including a video on your homepage can increase conversion rates by 20% or more
- Replacing an image with a video on a landing page increases conversions 12.62%
- Using the word “video” in an email subject in increases open rates by 19%
Video is a medium that appeals to a wide range of demographics, and offers hotel and resort marketing teams a unique opportunity to offer insight on their destination and the guest experience. With the mass adoption of mobile devices, it’s easier than ever for people to digest video content anywhere and at any time.
Videos are Entertaining
While videos can inform and educate, they can also entertain. If you can find a way to create entertaining videos about your travel business, people will be more likely to watch them longer.
Don’t underestimate the power of modern social sharing. Videos can be shared across multiple sites, including your own, in emails, even in person with arriving guest in common spaces, or through in-room video. With the latest video technology, you even can embed links within your video content, inviting users watching on their own device to click and learn more.
Videos are Shared
Yes, people love sharing funny cat videos, but they also share videos from brands. In fact, social videos generate 1,200% more shares than posts containing text and images combined, and 70% of consumers say that they have recently shared a brand’s video.
Videos are effective marketing tools for both B2C and B2B businesses.
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
Whether you’re marketing for group business or leisure travel, video offers opportunity. They keys to success are the same as with all social sharing – be authentic, interesting and on-brand.
Videos are Going Live
Live streaming continues to gain popularity on major social media channels, including Facebook and Instagram. Statistically, live streaming encourages greater audience engagement and retains viewers longer than prerecorded videos.
Gone are the days of big film crews and equally big budgets. Videos today are easily created using smartphones, and in addition to being mass broadcast, they’re being sent direct to travelers and potential guests to compliment texts, emails, phone calls and other correspondence.
Video is also going 360 degrees, which offers massive potential for displaying group space and communicating with wedding and meeting professionals. Further, Google is working to update its image and video search results to include auto-play video previews and high-quality image search for desktop and mobile.
Video is Going VR
Virtual reality is a capability rapidly being incorporated into video content. The global market for VR software and hardware is projected to reach $22.4 billion by 2020.
While the benefits of VR for hotel and hospitality marketing are yet to be fully realized, VR seems to offer many intriguing possibilities. How long will it be before potential guests can virtually walk through a guestroom, or newlyweds can virtually immerse themselves into a ballroom?
Video is also going Over The Top (OTT), and more and more marketers are finding a home for their video content on smart TVs and OTT internet television platforms such as Apple TV, Chromecast, PlayStation, Xbox, Amazon Fire sticks and the like. It’s a forward-thinking move, as OTT consumption for U.S. consumers grows, now projected to escalate from 9.5 hours in 2016 to 18.9 in 2020.
YouTube Ads Over TV Ads
Possibly no other stats speak to the shift in video viewing habits than those related to YouTube.
According to a recent Google-commissioned Nielsen study, YouTube reaches more adults 18-plus during prime time than any cable network does on mobile devices alone, in an average week. That doesn’t even begin to count all the desktop viewers.
Considering the fact that a full one-third of people on the internet (more than a billion people) are YouTube users, it’s little wonder that video ads on YouTube are quickly becoming a more popular ad placement than traditional TV.
The writing may be one the wall, but the incorporation of video marketing can still be a leap for many hotel and resort marketing teams. While travel and hospitality are among the best-suited industries for video storytelling, it’s often hard to know where to start.
The good news is that there are lots of budget-friendly tools and tactics for hotel teams to help them keep visibility high while keeping costs low.
Start a conversation with a trusted digital marketing partner and let them know you’re ready to up your video game.
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