Why invest in video as part of your hotel's website and content strategy?
There's been a noticeable shift towards video content as a marketing tool across all digital channels. We see this clearly in the way that social media platforms like Facebook and Instagram treat and prioritise content, but also in search engine results. Your website is no exception; as seen below video has a very tangible effect on how visitors behave and book.
Some quick stats to consider
- 54% watched videos when deciding which accommodation to stay at (Hospitalitynet)
- Including video in a landing page on your website could increase conversion by up to 80% (Eyeview)
- Your website visitors retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- The average person spends 88% more time on a website with video content. (Forbes)
- 84% of marketers say video has helped them increase traffic to their website. (Wyzowl)
3 Hints to get started
Professional or Smartphone?
A $200 smart phone can capture better quality video than the best commercial camcorders could two decades ago. You'll need to consider that there's a lot you can do in-house, and that it will likely not cost you anything other than time. But, there's more to capturing captivating videos than just high definition. Consider shooting your own footage for blog content like guest stories or activities (an action camera like a GoPro would be a worthwhile investment here), and hire a professional to produce the videos you'll use to introduce your property and tell your brand's story.
Reach a wide audience by hosting on Youtube
Even if your initial reason for investing in video content is to use it on your website, it's a no-brainer to upload and host it on Youtube (Vimeo is an option too - but Youtube takes the lead when it comes to potential audience, SEO, and advertising options. Keep in mind that Youtube is owned by Google 😉). Apart from the marketing possibilities, these sites are built to host and stream video files which are big and complex by nature.
Optimize your videos - choose a descriptive title
Regardless of where you upload and market your videos (Youtube, Vimeo, or Facebook), it's important that you name them properly. Not only is the crucial for your videos to rank in search results, bit it will also give the potential viewer an incentive to click play. Longer, descriptive titles are better than short, concise and obscure ones. A title should immediately give a viewer a clear idea or the benefits on the content they are about to view. As a minimum, include the name of your business in your title.
Examples from our community
Combine styles for maximum impact
Video production has come a long way since the launch of Youtube. Aerial and drone footage, for example, is becoming a must-have format for many film makers, while action camera brands like GoPro have raised the bar when it comes to capturing adrenaline experiences. A common mistake among travel brands is to focus on one of these formats only. Umlani Bushcamp communicates a diverse luxury bush experience in 2:35 by combining aerial shots, timelapse effects, and dramatic angles:
Tell a story
Mount Camdeboo use a series of interview-style videos combined with stunning footage of the reserve to share their story and conservation:
Share your experience in short, impactful clips
Depending on your product and budget, it may feel like a lot of pressure to communicate your entire experience to multiple market audiences in single video. De Zeven Guesthouse in the Cape Winelands highlight the exceptional and unique parts of their experience in a series of videos. Concept and implementation by Eco Africa Digital.
Adding your videos to your Springnest Website
Option one (new!): Draw attention to your videos by easily linking to them on Top Banners
Option two: Use videos as Feature media, in content blocks, or within the text of your pages and articles.
