For over a decade, Miles Partnership, along with our research partners, have been researching and analyzing online video use by travelers across both online video and social media platforms such as YouTube, Facebook and most recently, TikTok. Our video and content team has also been summarizing best practices in online video storytelling, production and marketing. Here is a selection of the research and resources from this work:
TikTok – Research, Best Practices & Examples
- Blog Series on TikTok
- 3 Key Takeaways for Starting Your TikTok Account - July 2022
- Storytelling through Social - First Content: TikTok - March 2022
- An Introductory Guide to TikTok – May 2021
- The State of the American Traveler, Technology Edition's Spotlight Segment on TikTok – May 20, 2021
Online Video – Global Gallery of Top Performing DMO & Travel Videos on YouTube
In 2015, 2018 and 2020, Miles Partnership worked with Ryerson University in Canada and the University of Waikato in New Zealand to analyze the top performing online videos from more than 180 Destination Marketing Organizations (cities, states/provinces and nations) and dozens of other leading tourism businesses around the world. Review the gallery of global examples and our analysis of best practices in online video below.
- Moving Picture Magic – Special COVID-19 Edition
- Moving Picture Magic – 2020 Edition Part 1 & Part 2
- Moving Picture Magic – 2018 Edition – Three-Part Blog Series
Best Practices in Online Video Creative, Production & Marketing
Here is a selection of Miles Partnership’s blogs and other resources created by our online video and content experts looking at best practices in online video storytelling, production and marketing.
- Adventures in Remote (Online Video) Production – Two-Part 2020 Blog Series
- How to Leverage Video Content Now - 2020 blog
- Optimizing for YouTube – 9 Best Practices for Getting Eyes on Your Video Content
- The Watch Journey – Understanding how users engage with online video – 2019 blog
- Online Video & the Importance of Storytelling – 2019 Blog
More Resources:
- The State of the American Traveler research from Destination Analysts (and sponsored by Miles) has tracked media use including the use of online video and social media for 13+ years. See past editions here
- Additional Research & Resources: Miles Partnership Research Gallery