Music, sports, arts and entertainment … everything is better live, even social media.
YouTube, Periscope and others pioneered the live online video platform that Facebook promptly adopted and turned into an even larger phenomenon with its own service.
Destination marketing is about selling experiences and live streaming is a particularly powerful tool to do just that.
Online video is already an indispensable storytelling tool for destination brands. Offering live content simply kicks it up a notch.
Consumers can ask questions instantly and engage with brands more efficiently through live video than through direct message, comments or any other facet of social media interaction. This instant gratification is essential when dealing with prospective visitors.
The FOMO Factor
Marketing thrives on “fear of missing out." Live video gives a unique sense of urgency that the old standbys of travel guides, websites and social platforms simply can't deliver on their own.
The simple tap of the “live" button can put an event in front of thousands in an instant. Not only does it provide entertainment, it also extends an unprecedented invitation to potential travelers.
More than 80 percent of 1,000 respondents to a survey by Livestream and New York Magazine said they would rather watch a live video from a brand than read a blog. About the same percentage said they prefer live video over social posts. Another statistic that bodes well for destination brands: about 67 percent said they purchased a ticket to a similar event the next time it occurred.
A Warm Welcome
One of the best features of live streaming is real-time engagement. Users tend to shower videos with emojis and commentary that bring a whole new layer to the ongoing conversation that is social media.
It's the ultimate opportunity to share not only the most attractive assets of a location, but the brand message and tone as well.
This can lead to some serious exposure on platforms like Facebook, which boasts an active monthly user population of 1.71 billion. You won't get them all, of course, but you'll be increasing your reach well beyond your page's fan base.
Easy Does It
At least at this early stage of its use, live streaming doesn't have particularly high expectations in terms of production quality. In fact, the point-and-shoot nature of the platform adds to the all-important authenticity of the content.
If you've got a mobile device and an experience to share, you're good to go.
Live Video Lives
Not only is live streaming simple and inexpensive, it also adds to your collection of content. The videos may be born on social media, but they can also be used to grow the website experience and be deployed in regular social rotation as necessary.
Every view is a chance to engage during and after a broadcast, so be sure to monitor comments closely on material after it's archived.
The key to an effective live video in tourism marketing is to create an image and a sentiment that incentivizes the viewer to want to be a part of the action. There's no limit on creativity in tourism marketing. It's a great opportunity to showcase an area's amenities, activities, hotels, restaurants and events.
Live streaming video is an effortless way of creating content and connecting with various travel niches. Your target audience is seamlessly engaged by the same content at the same time, which is about as social as it gets.
ABOUT THE AUTHOR
- Travis Bort | Creative Director/Owner | PinPoint Marketing, A Division of ABC Creative Group | firstname.lastname@example.org
ABC Creative Group is a creative collective unlike any other. We've put together the finest minds from outside the industry and that team drives ABC's success from account service to marketing strategy to creativity.