View all posts: Online Video
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.
This blog is part of the three blog series, "Moving Picture Magic - Top 10 Performing Online Videos from Destination Marketing Organizations Around the Globe".
Online video has emerged as a critical type of travel content- especially at the all-important dreaming and inspiration stage of trip planning. Around one quarter of US leisure travelers indicate using online video in their trip planning process over the last 12 months. Online video can be especially influential in travelers’ destination decision. As part of our ongoing review of destination marketing best practices, we sought to benchmark and assessed top performing online videos from Destination Marketing Organizations (DMOs) across the world – videos that generate viral appeal, organic reach and engagement.
Back in the day, I got roped into being in a bunch of fun, silly, behind-the-scenes videos that chronicled our shenanigans on the road – emphasis on the shenanigans. Being one without shame, I have no problem being the slap-stick humorist, the self-deprecator on camera. Maybe laughter is the mask I hide behind, but why is it that some people are born photogenic and some of us, well, look like a seasick walrus* on-camera even when trying not to be funny?
You’ve heard of someone having that “IT” factor, that certain je ne sais quoi. Be in the presence of someone famous (even when you don’t know they’re famous) and you’re likely to find that there’s something magnetic about them. But even among mere mortals, true talent has something there that transcends the boundaries of teachable skills or good looks (though that doesn’t hurt either). It’s like the camera has this magic decoder that can peer inside the inner sanctums of the soul, or something.