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3 Key Takeaways for Starting Your TikTok Account

Check out Hayden's spotlight segment on TikTok in "The State of the American Traveler: Technology Edition" webinar.

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 Barnes & Noble and in the “As Seen on TikTok” shelf at Trader Joe’s. It has even started influencing the music industry!

But is TikTok for your brand? The

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.

#1: Highlight Real Stories

To add authenticity to your messaging, allow LGBTQ+ people to tell their stories. Speak with your company or community members to find compelling Pride stories. Allowing your platform to be a way to amplify LGBTQ+ voices is an excellent way to show support that can easily be scaled for many different business models.

In 2019, Macy's took this idea to the

Video Creative Producer

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 it ranks a video, the algorithm is looking at the following performance indicators:

  • Impressions vs. Views
  • Watch Time (cumulative time spent watching the video)
  • Viewer engagements (likes, comments,

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