View all posts: Online Video
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.
Back when I started in video production in two-thousand…well, let’s just say it’s more years than I’d care to mention here, video was starting an epic journey. Once the domain of strictly professionals (or very serious amateurs), technological advances were starting to make what was only available to some, available to the masses. I would be even so bold as to say that not since the dawn of the camcorder in the 80s had consumer video production experienced such a tidal shift.
Recently, during a rogue “cold snap” here on the Gulf Coast, we were talking about our favorite cold weather indulgences. Among some common fan favorites (hot chocolate! cozy sweaters!), one of us mentioned a recent adventure making Beouf Bourguignon; a rich French stew and proverbial marathon of cooking with umpteen ingredients and preparation styles that would consume the better part of a Sunday afternoon. It occurred to us, while neatly slicing the mushrooms, that video pre-production is a heck of a lot like cooking. Stay with us here.
Much in the same way that the details of preparing the meal are essential to the end product, preparing for a shoot operates much in the same fashion. The finesse taken to extract the desired flavors out of your ingredients is the same attention to detail that’s required in planning: burning the pearl onions will ruin your stew, just like forgetting to obtain a permit may ruin your shoot! Ok, enough cooking metaphors, here’s the video team’s recipe for perfectly planning a video shoot.