Lights, camera, ACTION!
Those are the three main steps to creating video, right?
While having the right lighting and camera is essential to your video’s success, creating social videos for your travel biz is a bit more complex – and can quickly exceed your marketing budget if you’re not careful.
Having the right gear and understanding the fundamentals of creating high quality videos will directly impact the reach and success of your videos. Here’s 2 ways to strategically invest in producing social videos on a shoestring.
Video Equipment Budget Eludes You
What happens when you start watching a video only to find the audio is garbled or the video is boring? You tune out, right?
Don’t even think about posting a face to camera video unless you make a small investment in an external microphone for your phone or video camera.
While you’re in the buying mode, how about adding a selfie stick or tri-pod to your shopping cart? These 2 items will take your video quality to the next level and inspire people to watch and enjoy for a longer time.
Even though, many people watch video on social sites without the audio, You Tube viewers, as well as keeners (your perfect audience), will turn up the volume. Don’t scare off your hot prospects with bad audio.
Tune in to this video for a quick tip to ‘Light up’ your next video!
Why spend so much time writing, shooting and editing video only for it to be seen by only a few of your social fans? (Research shows that organic reach is dropping quickly.) Or shown to an ad audience who’s not interested? Don’t even waste your time or ad budget.
Once you’ve invested time in creating your strategy and video, invest a bit more time to create targeted ad audiences. Then test them to ensure you’re hitting the mark and really getting viewers excited by your video.
Anguish over your audience as much as the video creation and you’ll find a winning combination.
You can create different ad audiences to attract unique demographics, interests and locations. Take a deeper dive and target people who have expressed an interest in your destination, enjoy a specific hobby (think bird watching, quilting, history), love a certain style of food or beverage (think Italian food, red wine, sushi) or have visited a specific page on your website. All this is possible with the powerful ad options available socially.
Testing your Video Ad Audiences
Once you have a powerful collection of ad audiences, go ahead and take advantage of the split test and dynamic ad options in your ad account. These tools will do the heavy lifting and show you which audience responds best to the following options; text, headlines, calls to action and visuals.
Then, the icing on the cake, is that you can check your ad relevance score to get a sense of how your ads resonate with your unique audience. This score is found in your Ads Manager/Business Manager account.
The bottom line is this; if you’re not making the most of the video tools available, don’t waste your time and talent.
The upshot of spending the extra time to get the tech and advertising right is that you’ll be on your way to filling your tours, selling out your events and maximizing your visitor numbers.
Download your Social Marketing Survival Guide here
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.