Navigating the Future: Short-Form Video in Travel Marketing

By Bridget Cerrone

The digital landscape is constantly evolving, and one of the most significant trends in recent years has been the rise of short-form video. These bite-sized pieces of content, typically ranging from three to 60 seconds long, have taken the world by storm, offering entertainment, connection, and discovery all in one place. This shift towards more authentic content has not only changed the way we create, watch, and share content but also how advertisers connect and engage with audiences.

The Power of Short-Form Video in Travel Marketing

As consumer content preferences shift increasingly towards short-form video on social media channels, travel brands have an opportunity to showcase their key messages in new, creative, and hyper-relevant ways. The travel industry, with its rich, visually compelling content, is particularly well-suited to leverage this trend.

Short-form videos are not passive, but participatory, encouraging audiences to actively engage and have conversations. On Instagram alone, people reshare Reels 1 billion times daily through direct messaging. This level of engagement is changing the way advertisers connect with audiences. More than half of social marketers plan to leverage short-form video for the first time in 2022, and 95 percent of those who already use it will increase or maintain their investment.

Short-Form Video and the Travel Industry

The travel industry is uniquely positioned to benefit from the rise of short-form video. From online travel agencies and airlines to destinations and hotels, travel brands across the spectrum are capitalizing on the popularity of platforms like Instagram Reels and TikTok to reach travelers through a mix of music, effects, and creative visual storytelling.

For example, MGM Resorts recently ran a video ad on Instagram Reels to boost awareness of its new MGM Rewards loyalty program. As a result, the company saw a 6.7 times lift in standard brand awareness. This demonstrates the power of short-form video to not only reach but also engage audiences in a meaningful way.

The Future of Short-Form Video in the Travel Industry

Looking ahead, the future of short-form video in the travel industry is bright. As more travelers turn to short-form content for trip discovery and inspiration, the stage is set for destination marketing organizations (DMOs) to fully embrace this popular format as the most effective way to engage with today’s audiences.

While younger groups such as Gen Z are increasingly turning to platforms like TikTok, Instagram Reels, and YouTube Shorts instead of Google Search for trip inspiration and information, older generations are also craving this highly entertaining, authentic, and participatory content format.

A 2022 survey from MMGY Global found 40 percent of U.S. travelers aged 30 and older prefer TikTok over Google as a search tool when researching travel². This is great news for destination marketers, especially in light of a HubSpot report showing that short-form video has the highest return on investment and is the best content format for lead generation.

Embracing Short-Term Video

In conclusion, the evolution and future of short-form video in the travel industry are promising. As consumer preferences continue to shift towards this format, travel brands have a unique opportunity to engage audiences in new and exciting ways. By embracing short-form video, travel brands can become part of these conversations, tap into the zeitgeist, and reach relevant, actively engaged audiences The future is here, and it’s short, sweet, and packed with potential. To harness the power of short-form video in your travel marketing strategy, don’t hesitate to connect with our expert team at AMNY Travel & Tourism – we’re here to help you navigate the future of digital storytelling.