4 MINUTE READ
The growth of online video shows no signs of slowing down in 2017. After collecting performance data from 300 publishing partners in 2016, Wibbitz has produced a useful report on the most effective digital strategies for 2017.
Video content saw explosive growth on social media in 2016, and this year is no different. As more and more hotels begin to add video to their social media marketing strategy, it’s important to consider these insights to maximize your ROI.
Video production challenges
There are many reasons publishers hold off on producing video content. The top three reasons are a lack of human resources, monetization, and an inability to produce a sufficient quantity.
Hotels often have the same reasons for not producing video content of their property and events. After neglecting to budget specifically for video, many hotels simply produce one video and try to squeeze the most ROI they can out of it.
This illustrates the importance of working with a production company that can efficiently produce a wide variety of videos while maintaining a consistent quality.
Digital video priorities for 2017
According to Wibbitz, a majority of video publishers are determined to generate more video content each year. In fact, 48% of them have set it as their main priority for 2017.
Additionally, 16% of publishers pointed to video distribution as their main priority, focusing on multiple channels and social platforms beyond their main website.
Hotels can follow suit by taking a more comprehensive approach to video production and distribution. The opportunity for a robust ROI is maximized by distributing your video content across all social media platforms, especially Facebook, Instagram, Twitter, and TripAdvisor.
2016 video performance analysis
Here are the most pertinent statistics from Wibbitz’s video performance analysis:
- People watch 4.8 videos when visiting a web page from their desktop and 1.3 videos when accessing a page through their mobile device
- 87% of videos are watched to completion when visiting a page from a desktop, with the number dropping to 45% for mobile users
- Facebook videos receive 375% more clicks than images
- Facebook videos generate 291% more reach than images
This clearly shows that video builds significantly more engagement than photos with the social media audience. You can guarantee a further reach on social media by posting more videos of your hotel property and guest experiences.
Best practices for social media posting in 2017
Here are some useful points to keep in mind when posting your video content to social media:
- Videos with an average length of 51 seconds receive the most views, whereas videos with an average length of 47 seconds have the highest completion rate. Keeping your social media videos under 1 minute will ensure they reach the largest possible audience.
- Mondays and Wednesdays appear to be the best days for posting to social media, generally.
- On Facebook, videos that are posted on Tuesdays or Fridays receive the most viewer attention.
To put it simply, think of the times during the day that you tend to check your own social media, then post around those times. If you’re browsing through Instagram or Facebook during your lunch break, you can bet that many other people are doing the same.
Here are some additional tips to consider when crafting your digital video strategy for social media:
- Decide on the goals you want to achieve with the creation of video content. How does it fit into your overall social media messaging?
- Determine the best types of video to achieve your goals. How are you trying to position your property in the minds of the traveler? Fun? Relaxing? Luxurious?
- Consider how your team and budget could affect the outcome? How many videos can you produce under your current budget?
- Don’t be afraid to focus on short, simple videos for social media in lieu of a large-scale campaign. Sometimes, a simple video of your signature cocktail is enough to garner a wide audience.
- Go for quantity over quality. Adding an abundance of short videos will make your social media presence much more engaging for viewers.
- Consider your target audience and design social media videos around the things that interest them.
You can download the full report from Wibbitz by clicking here.
About Accommovision
Accommovision helps hotels engage with online bookers through rich media content and marketing strategy. To see samples of our work, visit click here.