A Hotelier’s Guide to Creating Effective Video Content

When creating digital content for your website and social media channels, video cannot be overlooked. It has become the key to online engagement. In fact, video is expected to account for more than 80% of all web traffic by next year. So, if you want to stay competitive, you need to hop on board. Here’s a quick guide to creating compelling video content:

Content

For marketing collateral to be effective today, it can’t look like it did in the past. People no longer trust overt advertisement, and video content is no exception. So steer clear of anything too “sales-y.” It’s not going to land, and users will simply scroll by or click away. If you want people to watch your video, it needs to be valuable for them not just promotional for you. That means making it entertaining, moving, or educational. Curious what that looks like? This video for La Sirenuse and this one for Bugatti Hotels and Resorts, are both excellent examples of the kind of content that works in today’s climate.

Length

There’s some debate about how long a marketing video should be. And it’ll vary depending on the type of video you’re producing and the platform you plan to publish it on. Instagram videos, for example, should stay around 30 seconds as it’s the channel that users scroll through the fastest. Content made for YouTube, however, can be longer. But try and keep it under two minutes as a rule of thumb. Attention spans are short these days and videos longer than that generally see large viewership drop-off.

Production

Thanks to social media, effective marketing material has a much more personal and casual tone. So, you can forgo a stiff, corporate feel but it still needs to be professional. And that professionalism comes from production quality. When making video content, you need to pay attention to things like lighting, audio, and editing (to name a few). If not done well, viewers aren’t going to take your brand seriously. All things considered, it’s likely you’ll want to hire outside help. But if you choose to do it yourself, make sure to use the right equipment and follow these product tips.

Publishing

Video content can be used on all your marketing channels. The length and content might need to vary a bit (as mentioned earlier), but Facebook, Instagram, and YouTube are all platforms where video thrives. So, take advantage of them. And be sure to embed it in your property’s website to encourage users to stay longer (making a conversion more likely). You should also consider including video content in your email campaigns and on your landing pages—which has been shown to significantly improve click-through and conversion rates, respectively.

Optimization

You invest a lot of time and money into making video content, so it’s imperative you do everything you can to optimize its impact online. For YouTube, this means creating a punchy title that grabs users attention, including a short but informative description, and choosing appropriate tags to help users find your videos in searches. If you’re embedding video on your website, you’ll need to create a video sitemap. This provides search engines with the necessary information they need (such as video title, description, URL, etc.) to index your videos appropriately.

 

Video is a powerful medium that has become an integral part of digital marketing across all industries. If you want to maximize engagement online, it’s something will have to invest in. But make sure you do it right. Poorly produced content that undermines credibility could be worse than no videos at all.