View all posts: Online Video
This is the second blog in the series, "Moving Picture Magic - 2020 Edition," showcasing top performing online videos from DMOs around the world.
In late 2019 and early 2020, Miles Partnership reviewed the online video libraries (primarily on YouTube) of over 180 destination marketing organizations (DMOs) around the world. We have identified a top ten list as well as a wider gallery for more ideas and inspiration.
In the first blog of this series, we provided additional detail on this analysis and identified the first five of the top 10. Here are the remaining five videos, with commentary on their powerful storytelling and what we feel makes...
For the last five years, Miles has analyzed top performing online videos from destination marketing organizations (DMOs) around the world. The original Moving Picture Magic blog series from 2018 identified ten DMO videos that demonstrated strong storytelling, richer information and greater organic reach.
As a special edition of this series, we reviewed more than 180 YouTube accounts of DMOs and leading visitor attractions on their video response to COVID-19. This was prompted by our research with Longwoods International that identified “Short online travel videos” as the most important digital content type that U.S. travelers were engaging with during the crisis.
You shot a killer video that the whole world needs to see. You uploaded it to YouTube, anxiously waited a week before you checked your analytics for the stream of validation that surely would descend upon you as you see hundreds, nay, thousands of views rack up. Your expectations are undoubtedly high -- hundreds of minutes of watch time. Thousands of followers who will like, share and continue to fill your comment stream with a seemingly endless fount of praise. And this, THIS video will be what vaults your destination into the stratosphere of YouTube fame as influencers beg to work with you and VidCon books you as one of its keynote speakers.
Except…no one seems to be watching your video. Your analytics show a pitiful handful of viewers who stopped watching only a few seconds in. Wah waaaaaaaaah.
After a rousing weekend in Anaheim attending VidCon 2018, I’m happy to say -- long live the King! Storytelling still reigns supreme in the world of online video. And, this shouldn’t come as a surprise to, well, anyone. After all, humans are hardwired for storytelling. For as far back as we’ve existed on this planet, stories have been shared and passed down through generations—cave drawings, ancient religious texts – it’s as if storytelling is embedded in our DNA.
“Without stories, humanity would not exist. Stories help us explain our view of the world and share that with others to bind us as communities.”
(Cassie Roma, VidCon 2018)
In the realm of destination marketing, great stories can form the building blocks of trust, and trust is what motivates and persuades us to act (or book). As evidenced by the staggering...
In the first 2 blogs of this series, we highlighted 10 video examples from destinations as diverse as Florida and California in the United States, New Zealand, Australia, Iceland and Norway. Each illustrated different storytelling devices and elements of successful online video styles in travel. This blog summarizes 8 themes that emerged from the video analysis. Consider these features and characteristics in planning your own online video.