Getting Emotional with Travelers Through Social Videos
By Lisa Ross President & Partner, rbb Communications | January 19, 2020
This article was co-authored by Jennifer Valdes, Senior Account Director, rbb Communications
If a picture is worth a thousand words, then how much is a video worth? Exactly 1.8 million words, according to Dr. James McQuivey of Forrester Research. It is no secret that we are living in an era of video, and hotel marketers are investing resources in video to increase consideration and boost engagement for their brands. Whether it's a suite with a view, an onsite experience or event, a video can enable brands to connect with travelers on an emotional level.
The question should be, how can hotel marketers more effectively use video as a tool to make meaningful emotional connections with target audiences and achieve measurable impacts on business success?
Like any creative asset, the use of each video should be strategic with thought given to its purpose and desired outcome. Whether captured by a traveler or produced by a brand, the best-performing videos reel viewers in with a mix of compelling storytelling, relatable moments and emotional triggers that inspire action, from social sharing to buying.
Now more than ever, brands can and should invest in building relationships with consumers on social. Seventy percent of highly emotionally engaged consumers spend twice as much or more on brands they feel loyal to, compared to only 49 percent of the not-so-emotionally-engaged ones. Hospitality brands that go beyond facts and figures and get creative with video use can spark emotion amongst travelers, and as a result, develop deeper and more loyal connections.
1. Always Look at the Data
First things first, hotel executives must know and understand their target audiences, including both existing and potential customers, before developing or sharing any videos. It is critical that defined and agreed upon audiences are based on research and insights. General demographic information is valuable but too broad; dig into psychographics, passion points and interests.