How short videos can boost visibility for the tours, attractions and activities industry

Most tours, attractions and activities providers are facing the dilemma of how to attract new guests, especially younger ones. While it is undeniable that social media plays a crucial role in influencing GenZers and Millennials’ travel decisions, it is important to take a look at the short videos format. This catchy and concise type of content can prove to be very effective for operators when it comes to promoting their activities. 

Table of contents

Short videos and travel planning – An inseparable duo

Short videos and TikTok for the tour, attractions and activities industry

Keep it short and simple – and relatable!

Show your best spots

Pay attention to trends

Have your guests shoot videos on-site

Conclusions

Short videos and travel planning – An inseparable duo

The Internet has become one of the most popular sources of inspiration for travel ideas. According to recent statistics, 20% of travelers will use social media to research, in this order, destinations, hotels, activities, attractions and restaurants. More than 70% of travelers have said that surfing social media only made them want to travel more, and around 86% of them have become interested in a specific destination after seeing videos of it on their feeds.

Short videos and TikTok for the tour, attractions and activities industry

Younger audiences like Millennials and Gen Zers heavily rely on this medium when it comes to holiday planning. The most popular platform among this target group is TikTok, which has now become an indispensable marketing tool for activity providers. This comes as no surprise if we consider that two thirds of consumers will prefer content that is shorter than 60 seconds – the staple of TikTok.

The addictive nature of this platform, when coupled with a clever usage of its ability to stick to young minds like gum on the sidewalk, has led its popularity to surpass that of Instagram’s among Gen Z users. With the average session duration of almost 11 minutes, it’s by far the most engaging of all social media apps.

In some cases, video marketing directly contributed to a 78% increase in sales! Here is how activity providers, attractions and destinations can get started on their way to become Internet famous and increase their bookings.

Keep it short and simple – and relatable!

Videos that, for example, show the behind the scenes of an attraction or a “day in the life” of an activity provider are able to speak to Gen Zers and Millennials in an unforeseen, far reaching way because of the personal nature of this kind of content. It’s more captivating on an emotional level, and that is the winning strategy when it comes to communicating to younger audiences. 

Take a look at how the Rijksmuseum introduces one of their team members:

Show your best spots

Are you a theme park operator and you have just opened a new attraction? Or do you want to invite people to your upcoming event? You can film a short tour and edit it into a funny teaser – and don’t forget to add a catchy tune! 

Take a look at how Europa Park promoted their Halloween event:

And here is how Visit London promotes one of the city’s most famous landmarks by shooting a short walk-through of the church incorporating punchy facts about it:

Pay attention to trends

TikTok and Instagram are all about trends – sounds, memes, filters, you name it. We are not saying that you should dance to the most popular songs while showing what your company is all about. However, activity providers should always be on the lookout for what is trending on these platforms and try to upload content that is felt as worthy of a “like”, a “follow” or a comment. Try and identify which of the latest trends could be more in line with your audience and play with it!

Movie Park in Germany, for instance, jumped on the popular sounds bandwagon:

Whereas the Uffizi Gallery is going all out with funny memes:

Have your guests shoot videos on-site

Young guests will most definitely take videos when they are visiting your attraction. 

Invite them to shoot content that you will then feature on your profile: devise a video-taking spot on site, create a filter or a sound they can use and ask them to include a specific hashtag. You could also attach special offers to this strategy. Give them an incentive to show the world how much fun it is to visit your destination. In turn they can get a special discount next time they book a visit! 

Conclusions

Short videos can potentially improve an activity or attraction’s visibility, which would in turn mean an increase in potential bookings. With its 1 billion users, TikTok creates a very concrete chance for attracting younger guests, provided that the right strategies are put in place. Make your video marketing efforts fun, both for you and your audience.

Sources

• https://popupsmart.com/blog/video-marketing-statistics
• https://www.insivia.com/27-video-stats-2017/
• https://passport-photo.online/blog/social-media-vs-travel/
• https://blog.hootsuite.com/tiktok-stats/