A picture is worth a thousand words and, when it comes to content marketing for hotels, video speaks volumes. Brands that cleverly focus on considerate and compassionate visual content marketing glide right into the hearts and minds of customers. After all, these customers are making purchasing decisions based on their personal or emotional connection to the brand.
Something unique to video viewing is that it provides a feeling of being in the moment without physically being present. People will always remember how something they saw made them feel and videos are the perfect medium for hotels to evoke an emotional response and help build brand loyalty. This emotional response is just as valuable to a hotel as the more traditional sales driven campaigns since it provides a spark that can fuel the discussion about your hotel’s values and culture.
2015 saw a dramatic increase in visual content marketing over previous years and the trend is continuing full force into 2016 and beyond. YouTube has become the #2 search engine right behind Google and video ad spend is on the rise. A Cisco forecast says video will account for 80 percent of total internet traffic by 2019. More recently, Google commissioned studies and survey findings say:
- 6 out of 10 people prefer online video platforms to live TV
- 8 out of 10 eighteen to forty-nine year olds watch YouTube
- In 2015, 18 to 49 year olds spent 4% less time watching TV while time on YouTube went up 74%
- On mobile alone, YouTube reaches more 18 to 49 year olds than any broadcast or cable TV network.
- Among millennials, YouTube accounts for two-thirds of the premium online video watched across devices.
- The time people spend watching YouTube on their TV has more than doubled year over year.
There is no doubt that it’s important to increase your hotel’s output of video content but, when you create your own video, always remember to keep it real and relevant. Some suggestions to consider:
- Designate a hotel representative to use their cell phones to take videos around the hotel’s neighborhood
- Give a virtual tour of your hotel giving viewers a first hand experience of your property
- Create a day-in-the-life video of a hotel employee
- Interview guests for a video testimonial (with permission granted)
- Create your own YouTube channel with a link to your hotel website
- If your hotel participates in a social initiative, put together a video to show your hotel’s earnest concern and passion on the subject
Trends are showing that video should have a significant role in your marketing strategy and budget. If you already haven’t, start making video content a part of your hotel’s overall marketing strategy keeping it real, relevant and timely.