Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure?
Google has drilled down the user journey to four differentiated components that capture the experiential edge of travel using moving stories. They are
- I-want-to-get-away moments (Awareness-raising)
- Time-to-make-a-plan moments (Offer information)
- Let’s-book-it moments (Building trust, comparisons)
- Can’t-wait-to-explore moments (Focus on experience)
Be it engaging with your viewer or raising awareness to build loyalty, video captivates audiences on all of these moments: “I want to get away”, “time to make a plan”, “let’s book it” and “can’t wait to explore”. It offers collaboration and interactivity that will induce interest in your audience. With a crystal-clear storytelling format and personalised message, a video is the platform-of-choice to differentiate your brand and sets you up for a rewarding and purposeful consumer journey.
Here are some of the qualities that videos should have such that consumers are enticed to begin their journey.