Why Short-Form Video Is the Future of Social Travel Marketing

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As consumer content preferences increasingly shift to short-form videos on social media channels, travel brands—often with access to rich, visually compelling content—are looking to reinvent key messages. We have the opportunity to present ourselves in a creative and highly relevant way.


Short videos, typically 3 to 60 seconds long, represent a cultural shift from highly sophisticated content to more authentic content. By offering entertainment, connection, and discovery all in one place, it’s amazing and even captivating.

What’s more, these short videos are participatory rather than passive, encouraging viewers to be actively involved and having conversations. We are re-sharing the reel.

Short-form videos are changing the way we create, watch, and share content. It’s also changing the way advertisers connect and engage with their audiences. According to his recent HubSpot report, more than half of social marketers plan to leverage his short form video for the first time in 2022, and 95% of those who already use it invest. will be increased or maintained.

Short-form video ads allow travel brands to participate in these conversations and tap into the zeitgeist to reach relevant and engaged audiences.

Reach travelers with Lille

Reel is an increasingly popular example of short-form video that travel brands are leveraging to attract new audiences and foster deeper connections.

Launched by Meta a few years ago as a way to create and discover funny short videos on Instagram and Facebook, Reels comes with the increasing amount of time spent in both apps. This October, the company reported over 140 billion daily reel plays on Instagram and Facebook. This is a 50% increase from the last 6 months.

From online travel agencies and airlines to destinations and hotels, travel brands are leveraging Lille’s popularity to reach travelers with a combination of music, effects and creative visual storytelling.

For example, MGM Resorts recently ran a video ad on Instagram Reels to see if the placement would help drive awareness of its new MGM Rewards loyalty program. As a result, the company’s typical brand awareness increased 6.7 times.

“With compelling, authentic content and Meta’s ability to reach the right audience at the right time, Reels is a continued and growing part of our overall media strategy. We are entering a new era of telling and I can’t wait to see what happens next,” said Derek Shane, Vice President of Media Investments and Social Strategy at MGM Resorts International.

start the reel

Travel brands interested in creating short video content can learn to speak the Lille language with three basic principles: keep it entertaining, digestible, and relatable.

1. Make it funny With content that appeals to your audience’s ears, eyes, and heart. Combine visual effects and audio to turn reels into an engaging experience. Music is effective in attracting attention and creating connections. In particular, complementing the mood of the story and playing with audio and beat drops keep the creative moving at an engaging pace.

The ultimate goal is to provoke an emotional response. Fun reels and reel ads tend to elicit emotions such as happiness, interest and curiosity. Consider taking an “edutainment” approach and sparking interest by teaching your audience something new or allowing them to learn more about something they already love.

2. Make it easy to digest By nailing the hook and landing your message quickly and seamlessly. Teasing the content of the video, he sets the stage in the first five seconds. Add narration to well-thought-out bite-sized text to highlight your key product or brand message, and keep your audience engaged with fast-paced transitions. .

3. make it friendly Introduce real people and use lo-fi tones that are truly connected. Include someone who speaks directly to the audience to improve their listening skills. When Meta did an internal analysis of his 2 million reel ads, he found that those with human presence (faces, people, children, etc.) in the creative had a 25% higher click-through rate than those without. I understand. 1

For destinations, this means, for example, using local experts to convey useful and topical information about the city’s restaurant scene. The key is to speak in language that your audience can easily understand and that connects to their values, goals, and ambitions.

Keep in mind that when people engage with reels that match their interests, relevant ads will appear between organic content on Instagram or Facebook feeds. So test and learn native his creatives that align with popular travel interests.

4. Consider partnering with creators People who already know how to engage content. Creators are expert storytellers and can reliably connect with audiences with common interests. In fact, a recent survey by Crowd DNA found that 78% of consumers say he is influential in helping creators discover new brands.

Through the launch of the MGM Rewards loyalty program, MGM Resorts has seen first-hand how creators can help connect with their audience. “By leveraging creator content on reel, we were able to showcase the MGM Resorts experience to an engaged audience who are excited about what we have to offer,” Schoen said. increase.

Kirstin Frazell, travel industry manager at Meta, said that as travel brands chart a path forward into 2023, they should “test short-form video content, tweak what works best for existing audiences, and engage new audiences.” We need to reach out to people,” he said. “By integrating Reel into your creative marketing strategy, you can future-proof your business,” she said.

Click here for more information on how to use reels.

This content was co-created by Meta and SkiftX, a branded content studio for Skift.

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