If Content Is King, Then Video Is Queen

In the world of social media, brands have a split second to gain the attention of existing and potential fans. Users’ feeds are jammed full of inspirational quotes, #mcms, and other brand promotions, making it difficult to stand out. One of the best ways to find success in grabbing that fragmented attention is video content. A recent study conducted by the parent company of the Travel Channel found that 78% of travel enthusiasts think video is the best way to evoke the feeling of a destination, and 40% of travel enthusiasts made plans to travel to a location after watching a video about it.

However, it takes more than throwing up a YouTube link on a Twitter feed to create truly compelling video content. Here are some of the most creative and effective ways of incorporating video into your social strategy:


People don’t have the time, or the attention span, to sit down and watch a 30-minute video about your company or product, so creating short “snackable” video content is the priority. A 30-second video on Twitter, or a 15-second video on Instagram, makes for content that’s interesting and unobtrusive.

Beyond posting directly to the traditional social channels, brands are finding success by hopping on video-specific platforms like Snapchat or Vine. The travel booking company, Contiki, used Vine for an inventive campaign where fans were asked to share their bucket list in the platform-allotted 6 seconds for a chance to win their dream trip.



Fans love the “a day in the life” concept. It helps to create a beautiful picture, and larger understanding, of a location. While this can be achieved in a multitude of ways, one simple and effective way to do so is through a video time-lapse. This method shows the true beauty of a destination, and inspires people to see it first hand. Roadtrippers, a web and mobile travel-planning platform, is one company embracing the power of the time-lapse video to encourage travelers to book now. Take a peek at this stunning time-lapse of 24 hours in Chicago:


One Day in Chicago from Roadtrippers on Vimeo.


One trend gaining more and more traction is the use of drones to create video for social media. These flying cameras look like something out of a sci-fi novel, but they‘re able to portray scenes in a new and interesting way, all with super unique video work. Sharing content from a unique perspective is a great way to capture the attention of your audience, and allows for a higher level of creativity. Drone content is extremely engaging as it paints a different picture of a destination in a way that viewers almost certainly haven’t have seen before. Check out an amazing drone video of Iceland created by travel producer Igor Byrko:


One Flew Over Iceland from Igor Byrko on Vimeo.


One of the newest methods of video on social media is the live stream. Since many services launched this year, brands and individuals have discovered how best to utilize the streaming capability. Periscope, owned by Twitter, has garnered some staying power with its easy user interface and the ability to search by geo-location to tap into different live streams. Brands can use Periscope effectively by creating captivating video content that fans can interact with directly.

Types of content that have worked well thus far with live-streaming (and specifically in the travel and tourism market) are announcements or product launches, behind the scenes peeks, industry events and sweepstakes or giveaways that are only delivered via the app. Due to the truly “live” nature of this tactic, it’s also essential to note the importance of planning ahead. You want to ensure little to no room for error that could affect the reputation of the brand.

Video on social media provides countless opportunities to make truly innovative, engaging, and visually stunning content. Best yet–– it inspires fans to experience the world firsthand.