Are you using live streaming video in your marketing On the popular podcast for Social Media Examiner this past week, host Michael Stelzner talked with social media marketing expert Mari Smith about Facebook’s entry into this next “big thing.”
But does that mean you should include this in your marketing plans for your travel business?
Well, some travel marketers have gotten on board with this dynamic trend with the new platforms that have come on the scene in just the last few years. These include Periscope and Meerkat, and even the big 900-lb. social gorilla Facebook is joining up, too.
The all important video marketing strategy
As you well know, visual content – and video in particular – is the most effective conversion tool for marketing. In travel, that goes double. If a travel company’s website doesn’t have great looking photos or videos, they probably won’t get much traffic and eventually not many sales. So it’s imperative that travel businesses implement some kind of visual content marketing into their overall strategy.
Both YouTube and Vimeo have dominated the travel video social landscape. Then micro-video clip apps like Vine, Snapchat and Instagram gained in popularity, with some forward thinking social users increasing its popularity. Now there’s live streaming video, where you can take your mobile device and record as you go, broadcasting your feed to your followers.
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With Periscope, you need to have a Twitter account, but you won’t with Meerkat. Both a similar in their features and functionality, but there are few advantages to each. So while the debate rages on about which platform is best, it’s currently a matter of personal preference. Top Rank penned a great post comparing the two, along with some suggestion how a company can best use live streaming video.
How are some ways that live streaming video can be used in the travel and tourism industry? Perhaps the most significant development is in the “you should be there” campaigns such as events and concerts, according to Eric Cortes, the social media manager for Atlantic City Alliance on the EyeforTravel website.
How you can use live video for travel marketing
The author for this article, Andrew Hennigan, also reported that travel marketers have developed well-received campaigns through the above-mentioned channels. Some have also demonstrated agility by adapting their visual marketing to micro-videos and animated clips as well as limited time broadcasts and branded video content. These include the more traditional travel companies such as Marriott International.
Hennigan points out some useful ways that travel companies can use streaming video. The most obvious example is with behind-the-scenes coverage for conferences or other live events. Exclusive promotions could also be placed in the context of the video and are only available for the time of broadcast. Finally, marketers could create social video content campaigns to capture a viral event as it happens.
And here comes Facebook…
Travel marketing expert Frederic Gonzalo recently wrote about Facebook’s entry in live video horse race. He points out that while many travel companies agree that video marketing is essential to build brand awareness, lead generation and engagement, most are hesitant to start. Marketers mistakenly think it’s expensive and complicated to produce these proven conversion tools. But in fact it’s quite cost-effective and convenient, thanks to the increased video quality on mobile devices.
If you are going to test the Facebook video waters, one thing to watch out for is your clip length. Try to make them short, since three seconds of viewing time is all it takes to be counted on Facebook. Gonzalo says that you might want to think about paid space on Facebook, because the return on investment could be worth the cost. However, be sure that your getting completed views of your videos.
Have you used live streaming video apps in your travel marketing? Are you a little intimidated to try them out? If you have, how have they worked for you? Share your thoughts below!