5 Ways to Use Social Video to Promote Your Property
By Marlene Oliver President, NJC Communications | February 05, 2012
Did you know that in November 2011 alone, 183 million U.S.- based Internet users collectively viewed more than 40 billion videos (According to research from Internet trend-tracking firm comScore)? Over the past few years video has become one of the fastest growing content types on the web and all predictions point at that trend continuing strong in 2012.
Beyond professionally produced commercial videos and virtual tours of hotels and resorts, lodging properties now have a diverse array of ways to market their properties using "social video." Simply put, social video is video content created for social media sharing and/or social marketing purposes. These social share-focused videos are not meant to replace professional videos by any means. These types of videos are meant to augment your communications with prospective guests via entertaining and engaging content. When employed regularly as part of an integrated digital marketing program, social videos can create greater visibility for your property, drive traffic to your website, and encourage interaction and collaboration.
In 2012 video is predicted to be an even more essential element in a marketer's arsenal with more and more people viewing and sharing videos online, including hundreds of thousands of consumers regularly streaming videos on their mobile devices. While there are some hotel properties that have been creatively using social videos to enhance their marketing and public relations efforts over the past few years, there are many more that deem this to be an unfamiliar and daunting task. It's no surprise that social media has proven to be an essential tool for hotels to embrace in our digital age, however, many properties are only utilizing Facebook or Twitter and have not yet incorporated social video into their overall social networking strategies. If your hotel falls into this latter category and you are looking for ways to augment your 2012 social media and consumer outreach efforts, here are five practical and effective ways you can use social video to promote your property, drive more traffic to your website and create greater consumer interest and demand:
1. Engage, Interact, and Inform
First and foremost, your social videos should showcase topics that offer interesting and useful information. The content featured in your videos should highlight the uniqueness of your property and its differentiating aspects as well as the destination and area attractions in informative ways such as through interviews; instructions or demonstrations; reviews; special events, and activities or attractions onsite or nearby. Consider the topics that a prospective traveler may research prior to planning their trip and use those subjects as guides for creating videos that will be helpful for your target audience. The key is to be creative in accentuating the positives of your property using the benefits of video that can offer significantly more information than words alone.
A handy way to help organize your efforts is to create an editorial calendar that lists what kind of video content you will be looking to share each month. Essentially you would want to tie this into what consumers are searching for as it relates to your property including: local festivals and events, holidays and vacations, weather related activities, seasonal recipes, area conventions and conferences, etc.