June 28, 2018, by Michael ErvingIt’s no secret that video plays a huge role in engaging users; actually, it’s more of a given than anything. Essentially, videos lead to everything from increased customer conversions and stronger emotional connections to better SEO and higher engagement. And the cool thing? There are so many different ways to implement videos on your site and into your brand! Two of our favorite video strategies used by our partners are hero videos and promo videos, and we thought we’d share a few.
Promo videos are a great way to showcase your destination’s unique brand (and unique voice!), and are a great thing to share over social media. They can be a simple "favorites" video (like Buellton’s, which shows visitors how to use the Utrip platform and highlights some of the different places visitors can go), or they can be a bit more evergreen and highlight some of the staple attractions of an area. South Shore Indiana did this, and they made something pretty special. It really captures the spirit of South Shore, it educates travelers about what there is to do, and it has a great tag line. What’s not to love?
The Hero Video:
The first place I remember seeing this was on Airbnb, and it’s since taken the Internet by storm. The hero video is a great way to go because it’s straightforward, engaging, and keeps people on you site. They're really stunning (if done well), and can show off different facets of your destination as soon as a user visits your site. Whether you’re a massive international travel company or a single DMO, they show off what you’re doing and who you are.
Visit Ventura is a great example of a DMO with a well-done hero video. While it helps that Ventura is a beautiful place, the video itself is also just plain nice to look at. It’s clean, simple, and long enough to make it seem like there’s a lot to do (and there is!) yet concise enough that it’s not overwhelming. And say what you will about drone videography: it looks really, really nice.
One of our other partners, desert.live, is also all about hero videos—and when you’re showcasing a destination as picturesque as Palm Springs, it’s not hard to see why. As soon as you land on the homepage, you almost feel warmer, and may even see yourself kicking back by a pool, heading to an art gallery, or even strolling through Joshua Tree. Their videos—which are beautifully scattered throughout their site—do a really great job of giving you that Palm Springs vibe and showcase some of the amazing things you can do while you're there.
TUI’s hero videos just make you want to be there. It’s enticing, gorgeous, and it really helps showcase all of the things you can experience with TUI when you’re traveling to Cancun. Heck, you might also find yourself really craving a piña colada—or an ATV ride through the Yucatan. And while we're on the topic, NYC, Punta Cana, and Tenerife, all look equally enticing.
Whichever way you decide to use videos to engage with your audience and deepen your destination experience, they’re a really an engaging way to accentuate your brand.
What are some of your favorite ways to engage users with video? We’d love to hear.