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How to Use Video Content Across Different Channels

By Alex Gaggioli, October 2, 2015

In our last blog post, we discussed video’s undeniable popularity. Brands who commit to video marketing show higher engagement rates, drive more clicks, and gain more customers. We proved YouTube’s dominance and lightly touched on how video has infiltrated other social mediums. In this post, we discuss how you can take your video marketing to the next level with other platforms. Your video content has the ability to reach many more potential customers beyond YouTube.

Facebook

Mark Zuckerberg, creator and CEO of Facebook, said “We’re starting to see traditional video blend with more immersive content.” Facebook capitalizes on the video trend and gives priority to brands that share video content. Facebook allows you to embed your Facebook videos on other websites so that shares, likes, and engagements are unified according to Skift.

The Travel Channel and Skift have come together to display how travel brands are embracing video on their microsite Moving Images. Visit Savannah has received great results from their Facebook video marketing campaign. The campaign focused on “snackable and sharable” content that could be digested quickly as users browsed Facebook. Although they were unsure of whether it would work at first, they received more than 200,000 views since their March 2015 launch. They focused on small moments that played into a larger experience.

Visit-Savannah-Facebook-Video-Screenshot

Visit Savannah’s Facebook following was much greater than their YouTube following and after Facebook’s algorithm change they decided to take a chance. Although Visit Savannah probably has more resources than your property, you can implement the same strategy on a smaller scale.

Simple tips to start sharing videos on Facebook:

  • If you are currently producing content for YouTube, you can simply re-upload the content onto Facebook.
  • Edit the content into more “snackable” pieces of content as Visit Savannah did. Short and to the point videos are great, but make sure the video still makes sense
  • Produce new content specifically for Facebook. You can use the same content ideas you’ve brainstormed for YouTube, but shoot them differently and make them shorter.

Instagram

In 2013, Instagram introduced video to the photo sharing platform. Insta videos are limited to 15 seconds, but offer a great platform for you to share your content. Instagram now has more 400 million active users, which trumps Twitter’s follower base by a sizable amount. Instagram users tend to be more engaged than Twitter users as well. Therefore, your videos have the potential to reach more people who are more likely to engage with your property online.

Instagram videos automatically play in users’ feeds and offer short and easily digestible videos, much like what Visit Savannah achieved with their Facebook videos. While many travel brands have taken to Instagram to share photos, video still remains a relatively untapped market.

Some larger brands have taken advantage of Instagram’s video capabilities by showing small pieces of people’s travels or snippets of longer videos.

For example, Lonely Planet shares a piece of their latest YouTube video on Instagram to drive more people to their original video. Essentially, they are using social media to promote other videos, and it’s a great strategy.

A video posted by Lonely Planet (@lonelyplanet) on

Lonely-Planet-Instagram-Screenshot

Expedia also shares interesting video content via Instagram to promote deals and destinations such as this Las Vegas post. The video is captivating and gives you a feel for the real “Vegas” experience.

Expedia-Instagram-Screenshot

A video posted by Expedia (@expedia) on

How you can implement something similar:

  • Repurpose YouTube content in 15 second (or shorter) clips
  • Create new content to fit within the 15 second parameter, what short story can you tell in 15 seconds?
  • Mimic the type of content you see on other travel brand’s Instagram accounts

Sidenote: Instagram ads went live as of October 1, 2015 and video ads can be up to 30 seconds long.

Twitter

If your brand has a large presence on Twitter, it may be a good idea to share your videos here as well. According to one of Twitter’s studies, promoted tweets with video received 18% higher engagement than other online video norms . Also, users who were exposed to video promoted tweet campaigns had a 17% higher purchase intent than those who saw another type of promoted tweet.

Even though these metrics refer to tweet campaigns, the same trends will carry over to your non-promoted tweets. People love to engage with video and adding them to Twitter will increase the lifespan of your video.

Twitter offers three tips to win with video:

  • Use existing content: users want to see videos between 30-120 seconds
  • Create short videos: vines and GIFs especially
  • Be entertaining: the most popular videos are humorous

We suggest your take their advice with a grain of salt. Not every brand needs to be funny all the time. Stay true to your brand’s identity and focus on what you know best.

One in two Twitter users says Twitter content is influential in their consideration of a travel brand, according to another study. With a large percentage of your potential market looking to your Twitter for decision-making qualities, Twitter videos are a great way to captivate your audience.

Snapchat

Brands in every single industry are trying to figure out Snapchat right now. No industry is dominating the space right. Unless you are a featured partner in the Discover tab, such as National Geographic, (and paying A LOT of money to do so), the content uploaded must be created from a mobile device via the app. Unfortunately , that means that you can’t efficiently use existing content on the platform. However, creating snap photos and videos is not difficult with some practice.

According to Skift, few travel brands have yet to adopt Snapchat. However, a few who are notorious for gambling with new platforms have already starting snapping away. A few examples include Lonely Planet, Marriott International, Pure Michigan, and Walt Disney World. National Geographic uploads new content every day on the Discover tab, but it is more focused on nature editorials than consumer travel content.

National-Geographic-Snapchat-screenshot

Snapchat remains a blank canvas as all brands begin to explore the platform. Snapchat is all about sharing authentic experiences. If you are willing to try it out, focus on what’s happening in real time at your property. Marriott has partnered with travel influencers and invited them to property openings and other special events to kickstart their Snapchat efforts. This type of authentic content is what thrives on Snapchat.

For example, you could snap the happy hour going on in your bar, or upload a video of your cook preparing the day’s meals behind the scenes. It’s all about what’s happening right now.

If your property decides to jump in on Snapchat action, you will certainly be a social media trailblazer. Many brands will wait until it other brands prove its effect on business. However, if the majority of your guests are under the age of 34, Snapchat might be worth the gamble.

Conclusion:

Now that almost every social platform offers video functionality, it is to your property’s advantage to upload native content. In the event that your video is unable to use existing video on new platforms, make new videos. Test out different video types while offering your guests value and entertainment.

 

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