Is YouTube a New Way of Customer Research Journey forTourism and Travel?
“There are very few businesses or industries that social media has not had a massive impact on, and travel & tourism is no exception. From food giants to clothing manufacturers, even the largest companies are finding ways to leverage social media to their benefit, with varying degrees of success.”James Gorski,
What is it about YouTube?
As the second-largest search engine after Google and the second-most used social media platform, YouTube should not be overlooked when thinking about a potential guest’s customer booking journey.
Over 2 billion logged-in users visit YouTube each month, and every day people watch over a billion hours of video and generate billions of views.YouTube has become the travel-hack hub. This is because tourists don’t just use the Internet to get inspiration and to book a holiday but they are also using it to make sure they get their holiday right.
Social media has made a huge impact on the tourism industry. Consumers engage with social networking sites to research trips, make informed decisions about their travels and share their personal experiences of a particular hotel, restaurant or airline. Creating engaging content is the most crucial step to go if you aim to attract more customers. Since the tourism industry is significantly connected with visual experience, visual material is the most engaging way to catch attention. Consider using catchy photos and impressive videos that are simple and fun.
There are many reasons why you should use YouTube to promote your business. For travel brands, someone from another continent who’s dreaming of their next trip can watch one of your videos and feel inspired to visit.That’s because video content is attention-grabbing, easy to consume, memorable, and emotionally stimulating. Overall, it’s the best medium for boosting brand awareness and engagement. And since YouTube is the go-to website for online videos, it has enough authority to dominate Google search results. In other words, your videos can rank high on Google, too!
Vlogging – More attractive form of videoing
Vlogging is the best way to build a personal connection with your guests because it puts a human face to your brand. If you don’t know yet, vlog, or video blog, is a scheduled update where the YouTuber produces relatable content and offers a glimpse into their daily life. Whether they’re funny, talented, informative, or inspirational, subscribers tune in because they like the person they’re watching.
Travel vlogs, in fact, receive 4x more social engagement (likes, comments, shares, favorites and subscriptions) than other types of travel content on YouTube.Check other alternatives of types of videos here.
An engaging video will make far more of an impression on your audience, travelers may me more likely to watch a video than read an article.
Live streams have become increasingly popular during this COVID lockdown. Many travel brands have taken to Instagram, Facebook and YouTube Live to share experiences, for instance Ol Pejeta Sofa Safaris series. These Live sessions can be a great way for travelers to ‘get to know’ the personalities behind your brand for instance tour guidesand majorly the experiences you provide to your customers.
These relationships will in turn build their trust in your brand. After all, people are more likely to trust an individual than a faceless company. Having a few familiar faces on social media, and hosting regular Live sessions, will build your brand’s online presence. This means that when people are ready to travel, your company will be at the top of their mind and they’ll be more likely to book with you than your competition.
According to Forbes, influencer marketing is a relationship between a brand and an influencer. The influencer promotes the brand’s products or services through various media outlets such as Instagram and YouTube. Not to be confused with celebrity endorsements, influencer marketing does more than just attach a well-known celebrity to a brand. Influencers must be trusted figures within a niche community and retain a loyal following. In addition, they typically possess knowledge or experience about what they are advertising.
For instance you can have Drew Binsky a popular known YouTube Vlogger who makes travel videos as he plans to visitevery country on earth – currently 194/197 and have him showcase your brand when visiting your country. He has more than 44 thousand subscribers and on an average, he gets more than 2 million views per video. Meaning, his audience trusts him to have the knowledge required when travelling to different countries. He knows the budget, how to get to these destinations, affordable places to stay and most of all how to interact with people at that particular destination. Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis.
“For the tourism industry, the age of brochures and billboards are over. The key to business success is to collect social shares, positive user reviews and customer satisfaction on social media.” Digital Travel