While most marketing executives would agree that video is the best method for reaching customers, there is still a great deal of mystery about proving the metrics for a video investment.
Cisco reports that global online video traffic will make up 80% of all internet traffic by 2019. Google (owner of YouTube) estimates that their platform accounts for approximately two-thirds of online video viewing. According to Adweek, Snapchat users watch more than 10 billion videos daily while more than 500 million Facebook members view videos each day.
This represents a lot of opportunity to connect with and engage customers and prospects. While many travel industry companies are posting video content they are doing so without some key engagement and measurement systems in place. The typical reasons are a slow movement from using video technology metrics from the metrics used for television and the ever present print advertising that is still present in the industry.
The result of using outdated metrics is a total missed opportunity to fully understand the engagement factors of their video content. In addition to understanding the metrics the travel industry needs to also get a grasp of the content in the video and how it relates to an intended audience. A one fits all strategy (hence, a video brochure) will not provide a measured ROI for video content. Measuring impressions simply is not enough, just knowing a video played does not tell whether that video played without an actual viewer watching or it played while that viewer was distracted towards something else.
So, how can the travel industry reach a level of success for their video investments? Engaging video is aimed at a specific audience with a video that shares a story, not a flash of sites and music to entertain. The engagement can be measured through OTT Technology and enhanced by including a “reserve now” call to action feature built into your video online. Conversion metrics make measuring an ROI much easier. The ability to manage your video content on a daily basis allows for best use in various market segments.
In summary, get your video produced with an end in mind, tell your story so the audience is engaged and they envision being in that video. Distribute your video content where you can get the best return on your investment.