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Digital Video Marketing Strategies for Travel Brands

by Joyce Manalo + Skift Team - May 2015
Digital Marketing
Digital Media
Social Media

Skift Research Take

Over the past ten years, digital video has matured and permeated the social sharing and mobile viewing environments. As ad products evolve to make video more interactive and audience more targetable, travel brands need to rethink their content mix to stay relevant.

Executive summary

Travel brands need to understand that video marketing isn’t just about publishing great looking videos — planning a robust distribution strategy is key. Creating content that meets travelers motivations, keeping up with what the creative community is pushing out, and doing the work in understanding which devices, video platforms, and social media channels are receptive to video will enable brands to better tell stories that target and convert would-be visitors at the right time.

YouTube and Facebook are coming out as clear leaders in the battle for video views as mobile devices become more popular in consuming short-form content. Brands need to pay close watch to the developments in video advertising on these two major platforms to maximize their opportunity to make an impression.

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