Blog Posts
Our team has lots of great ideas - and we're willing to share
The State of the American Traveler: 2022 Traveler Segments Edition
In the latest annual Traveler Segments Edition of The State of the American Traveler, Destination Analysts and Miles Partnership shared original insights into critical segments of U.S. travelers and custom research on post-pandemic shifts. Mark Ellwood, editor-at-large with Robb Report, gave a unique look at affluent and luxury travelers, highlighting the evolution, outcomes, and desires that have developed in this new travel landscape.
Travelers are craving inspiration, adventure and diversity, and not just in experiences; 45% of Gen Z travelers say they identify as a non-caucasion race and seek greater representation in destinations. While inflation and high travel prices have put a...
3 Key Takeaways for Starting Your TikTok Account
TikTok is the seventh most used app in the world, and with 732 million monthly active users globally, the app has done what Facebook did in seven years in five. In the United States alone, more than 138 million monthly active users spend an average of 52 minutes a day sifting through their For You Page.
The For You Page creates a magical combination of videos unique to the user based on their likes, shares, comments and follows. Therefore, it is imperative as a brand to get on TikToker’s For You Pages as much as possible. Getting on the “FYP” can be so influential that certain popular Booktok books will show up in the “TikTok section” at...
YouTube SEO & Channel Optimization Best Practices - Cards & Endscreens (Part 3)
A guide to optimizing your YouTube channel and uploading content with SEO best practices in mind.
While not a requirement, using the cards and end screens functionality in YouTube can help drive viewer behavior, whether your goal is to increase subscribers or point viewers towards certain content (or both!), these tools can help.
The cards feature has many ways in which it can be applied to drive user behavior. A few examples:
- Link to off-platform content (like website landing pages, social channels, etc.)
- Encourage viewer interaction by providing a poll.
- Play a teaser video to direct viewership to other content on your channel or another channel altogether.
The card will appear in the top-right corner and provide a preview of the card’s message to your viewers. If the viewer clicks, the card associated with the video appears alongside the video you’re already playing. So, users aren’t being directed away from viewing your video, instead the content is supplementing what they’re watching.
Three Tips for Approaching Pride
June is a month dedicated to uplifting and celebrating the voices of LGBTQ+ people.
Although Pride is often associated with brightly colored parades and festive parties, it is essential to understand that the celebration we know today started out of protest. After facing centuries of extremely inequitable laws that repressed LGBTQ+ people, the patrons of The Stonewall Inn fought back and started the modern Gay Liberation Movement.
When deciding how your organization will recognize Pride, it is vital to remember its origins and focus on authenticity.
As the month is coming to a close, it’s a great to time to reflect on how we’ve celebrated and the opportunities that exist for ongoing initiatives and future celebrations.
Understanding the YouTube Algorithm
What factors determine whether a video performs well or not?
YouTube’s end goal is always centered around keeping viewers on its platform for as long as possible. It does this by leveraging an algorithm that tries to predict the content its viewers want to watch and serving it up to them to consume.
The two places where it has the most impact in doing so are within search results and recommended videos. The content that the algorithm chooses to serve the viewer is predicated on past behavior -- two people searching the same search terms in YouTube may ultimately receive completely different search results.
The YouTube algorithm ranks videos by assigning them a score based on performance analytics. Second, it matches videos to people based on their watch history and what similar viewers have watched. The goal is not to identify “bad” vs. “good” videos but to match viewers with content that they want to watch. When...