Using Video for your travel planner marketing

As a new business owner you understand the importance of using video to promote your business. I know I don't have to convince you of that. Custom travel planners, in particular, can benefit greatly from incorporating video into their marketing strategy. In this article, I will discuss why video is important for promoting travel businesses, the best platforms for distributing videos, the best times to post, and provide resources for novices in the field of video production and editing (even if you don't want to be on camera yourself).

NOTE: It's important to do as we say not as we do here. Jess is not a travel influencer and doesn't wish to be. We also do not market much ourselves on social media despite knowing it's importance. Most of our clientele finds us through referrals, organic SEO and paid google campaigns. There's articles on all of those on JessU. This is an aspect of your business that can be a huge time-suck, that only pays off with persistence/time.

Why Video is Important for Promoting Travel Businesses

Video has become an essential component of any successful marketing strategy, and for good reason. Video allows businesses to showcase their products or services in a way that is engaging and memorable. For custom travel planners, video can help potential clients envision the experiences they could have, the locations they could visit, and the memories they could make. Video can also help travel planners establish trust with potential clients, as it allows them to showcase their expertise and knowledge in a visually appealing way.

Moreover, video has a higher engagement rate than any other type of content on social media. According to a study by HubSpot, social media posts with video have a 48% higher engagement rate than posts without video. This means that video is more likely to be shared, commented on, and liked, leading to increased brand awareness and potential leads.

The Best Platforms for Distributing Videos

There are several platforms where custom travel planners can distribute their videos to reach potential clients. The most popular ones are:

1. YouTube: YouTube is the second-largest search engine after Google, making it an ideal platform to host and distribute travel videos. YouTube has over 2 billion monthly active users, making it a massive audience to tap into. Creating a YouTube channel for your travel business can help you establish a loyal following and drive traffic to your website.

2. Facebook: With over 2.8 billion monthly active users, Facebook is the largest social media platform in the world. Facebook allows businesses to share their videos directly on their page or in groups. Custom travel planners can use Facebook to reach a broad audience and promote their services. As a place for older folks, Facebook is still a useful place to market when your audience is adults.

3. Instagram: Instagram is a visual platform that is perfect for showcasing travel experiences. Instagram has over 1 billion monthly active users, and its video platform, IGTV, allows for longer-form video content. This is probably the most popular platform for travel planners, because it's so visual. Post stories, reels, and more.

4. TikTok: TikTok is a relatively new social media platform that has gained a massive following in recent years. TikTok has over 1 billion monthly active users, and its algorithm favors video content. Tik Tok is our main priority when we produce video content.

Best Times to Post Video

The best times to post on social media depend on the platform you are using and the audience you are targeting. Here are some general guidelines:

Facebook: The best time to post on Facebook for a travel planner's audience is between 1 PM and 4 PM on weekdays. Weekends are also a good time to post, especially on Sundays. This is because people often use Facebook during their lunch breaks or after work, and on weekends when they have more free time to browse.

Instagram: The best time to post on Instagram for a travel planner's audience is between 9 AM and 11 AM on weekdays, and around 11 AM on weekends. Additionally, posting in the evening between 7 PM and 9 PM can also be effective. This is because people often check Instagram in the morning and during their commutes, as well as during their downtime in the evening.

TikTok: The best time to post on TikTok for a travel planner's audience is between 6 AM and 10 AM, and again between 7 PM and 11 PM on weekdays. Additionally, posting during the afternoon between 2 PM and 4 PM can also be effective. This is because TikTok's algorithm favors content that is posted during these times, and people often use TikTok during their commutes and downtime in the evening.

YouTube: The best time to post on YouTube for a travel planner's audience is during the weekdays between 2 PM and 4 PM. Additionally, posting during the weekends between 9 AM and 11 AM can also be effective. This is because people often watch YouTube during their lunch breaks or on their days off when they have more free time to browse.

Resources for Novices in Video Production and Editing

Jess is a little lucky because my day real job is that of a video producer. So, I'm able to produce videos for her brand pretty easily. However, it's never been easier for a newbies to get into video. For novices in the field of video production and editing, there are several resources available to help you create compelling and professional-looking videos.

1. Canva: Canva is an online graphic design tool that also offers video templates and tools for creating social media videos. Canva is user-friendly and offers a wide range of customization options, making it an excellent choice for beginners. It's video editing platform is a bit wonky for someone like me that has expectations, but for a novice, this might make total sense to you, especially given all the free templates.

2. Adobe Premiere Pro: Adobe Premiere Pro is a professional video editing software used by many filmmakers and content creators. While it may be more complex than other video editing software, it offers advanced features and the ability to create high-quality videos.

3. iMovie: iMovie is a free video editing software that comes pre-installed on all Mac computers. iMovie is user-friendly and offers basic video editing features, making it an excellent choice for beginners. The professional upgrade to iMovie is Final Cut Pro, which is what I use at Jess.Travel.

4. Filmora: Filmora is a video editing software designed for beginners. It offers a wide range of features, including the ability to add filters, transitions, and special effects. I've never used it before, but it's seems like a nice lightweight piece of video editing software.

5. Capcut: Tik tok's native video editing app for iOS and Android is very capable for a phone app, and if you plan on producing content for Tik Tok I would encourage you use Capcut as the algorithm will prioritize content made by it.

Types of Video Content for Custom Travel Planners

There are several types of video content that custom travel planners can create to showcase their services and experiences.

Experiential video content allows potential customers to experience the destination, hotel, or activity through the video. This type of video content is more engaging and interactive than traditional video content, which only showcases the destination or activity.

Here are some content suggestions for experiential video content:

1. Destination Videos: Create videos that showcase the destination, highlighting the unique features, and activities travelers can do there. The videos can include interviews with locals, showing the food, culture, and traditions.

2. Hotel Room Tours: Provide video tours of the hotel rooms or accommodations. Showcasing the room amenities and features such as balconies, views, and other unique selling points.

3. Behind-The-Scenes Tours: Provide behind-the-scenes video tours of the travel planning process, transportation, and logistics. These types of videos help travelers understand the value of the travel planning services provided by the travel planner.

4. Adventure Activities: Create videos of the adventurous activities and experiences that travelers can have, such as hot air balloon rides, bungee jumping, and other adrenaline-inducing activities. This type of video content creates a sense of excitement and adventure, and provides a glimpse into the unique experiences travelers can have.

Experiential video content allows potential customers to experience the destination or activity and gives them an idea of what to expect. This type of content helps travelers to make informed decisions when planning their trip, which can ultimately lead to increased bookings and revenue for the travel planner.

Here are some other custom travel planner video content ideas:

1. Travel Tips: Share videos that provide travel tips and advice on packing, transportation, accommodations, and other travel-related topics. This can help establish your expertise and provide value to potential clients.

2. Customer Testimonials: Ask satisfied customers to share their experiences on video. This is an excellent way to showcase the success of your services and establish trust with potential clients.

3. Top Ten lists: Everyone loves a list. These are easy to make with pics or videos.

What to Do if You Have No Video Skills or Don't Want to be Influencers

It's my personal belief (and there's plenty of anecdotal evidence for the case) that putting yourself on camera for your social videos is the most effective. But if you have no video skills or don't want to be an influencer, there are still ways to incorporate video into your marketing strategy. Here are a few ideas:

1. Hire a Professional: Consider hiring a professional videographer or video production company to create high-quality videos for your business. This may be more expensive, but it can be worth the investment in creating a polished and professional image for your business. Fiverr would be an option here.

2. User-Generated Content: Encourage customers to share their travel experiences on social media using your branded hashtag. You can then curate and share these videos on your own social media platforms, showcasing the experiences of satisfied customers. Example #travellikejess

3. Stock Video Footage: Use stock video footage to create simple, yet effective videos that showcase your services and destinations. Many stock video websites offer affordable, high-quality footage that can be used in your marketing efforts. I use Filmpac, Envato and Storyblocks for our footage, but there are tons of others, even free ones.

What gear do I need?

To become a video content producer, you will need some basic gear to create high-quality videos that engage and inform your audience. Here is a list of the essential gear you will need:

1. Camera: The most important piece of gear you will need is a camera. There are many options available, including mirrorless cameras like Canons, Sonys and Nikons, action cameras like GoPro/Osmo, but honestly a newer iPhone or Android will do 99% of the trick. It is important to choose a camera that fits your needs, budget, and skill level.

2. Tripod: A tripod is a must-have accessory for any video content producer. It helps stabilize the camera and ensures smooth, steady footage. Look for a lightweight and portable tripod that is easy to set up and use on the go.

3. Microphone: Audio is just as important as video, and having a good quality microphone can make a big difference in the overall quality of your videos. Look for a microphone that is compatible with your camera and offers good sound quality. I use Rode Mics. They record internally and can output to a phone or video camera. Don't neglect audio. But nowadays AI can correct really bad audio.

4. Lighting: Good lighting is essential for creating high-quality videos. Natural light is always the best option, but if you are shooting indoors or in low light conditions, you will need to invest in some small lighting equipment. Look for a portable and easy-to-use lighting kit that will provide consistent and even lighting. You can use a ring light or something on the camera itself.

5. Editing Software: Once you have filmed your videos, you will need to edit them to create a final product. We talked about the options above.

6. External Hard Drive: Video files can be quite large, so it is important to have a reliable external hard drive to store your footage and backups. Look for a high-capacity drive that is portable and durable.