On March 24th, 2020 Yellowstone Park closed indefinitely.
The United States second largest National Park (2.2 million acres) had succumb to the wrath of the coronavirus. As the State of Wyoming’s largest tourist attraction and one of the State’s largest employers, the parks closure was felt like a herd of bison stampeding through Lamar Valley.
As the dust began to settle and the magnitude of this closure was felt, the team at the Wyoming Office Tourism (WOT) knew they needed to create a new way to impact and inspire visitors even as they were forced to stay at home. Although travelers could not physically visit Yellowstone Park, WOT recognized an opportunity utilizing their expansive video library and wanted to bring Yellowstone to their visitors from the comfort of their own home. With this, the WOT launched the Spirit of Travel plan, which was put into action to keep the energy of tourism alive in Wyoming and to unite residents.
“We at the Wyoming Office of Tourism believe many travel-minded consumers would be taking advantage of the extra hours in their day during the Coronavirus pandemic to research and plan their summer or fall vacations.
Knowing this, we wanted to be ahead of the curve with our video strategy and made sure both legacy and new video content were a focal point on our website.”
Video, as the most impactful way to tell a story and showcase unique attributes of individual destinations, was chosen to be the focal point of the campaign. A collection of powerful stories around the State was curated to create “interactive inspiration”.
WOT recognized videos were inspiring, but wanted to help their viewers seamlessly connect with any of the numerous locations, attractions and activities featured within each video. The WOT partnered with Clicktivated; the leading interactive video technology platform in the market today. Clicktivated provides viewers the unique ability to click any individual location/attraction/destination in video as they watch. This creates a path from inspiration to specific information, ultimately helping destinations connect more effectively with their viewing audience and helping drive traffic back into their site(s).
See Clicktivated in-action below:
Clicktivated eliminates the painful and ineffective process of trying to search for information on individual locations/attractions/destinations seen in video.
Since the campaign launched in early April, the seven interactive videos living on travelwyoming.com are averaging an amazing 99% interaction rate* and a 27% click-out rate (CTR)**.
Although travel is temporarily “closed”, travel will be back soon and it will be stronger than ever. The idea of a trip is never far from the minds of visitors and it is a more critical than ever before to effectively reach your audience and offer new and innovative experiences.
Experience the videos here: https://travelwyoming.com/video-collection
*interaction rate= percentage of viewers that interact with the video.
**click-out rate (CTR)= percentage of viewers that click through video to specific landing page.
For more information- please contact Ben Hatala, Ben@clicktivated.com
Clicktivated, an interactive video platform that seamlessly connects viewers to locations and information in video as they watch, announced new partnerships with tourism brands including Pure Michigan, Louisiana Travel, Explore Edmonton, Daytona Beach, and Visit Saint Paul to help viewers explore destinations through video and easily find information about individual locations and activities unique to each destination.
Utilizing Clicktivated’s technology, viewers are able to directly click within a video to find more information about local attractions, locations, and excursions, without having to waste time searching for each individual activity/location. Clicktivated’s travel partners feature clickable information such as culinary trails, brewery tours, art museums, local culture, hotels and nature conservatories. Using Clicktivated’s technology, the partner sites have seen a remarkable 68% average interaction rate within their videos.
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Chris Roebuck, CEO and Co-Founder of Clicktivated stated, “The need for simple travel planning solutions is more important than ever. As tourism destinations look for new ways to attract and engage potential visitors, the first step is to provide a frictionless user experience as they research their next trip. With Clicktivated’s technology, tourism brands can feature more personalized experiences and impactful video content for each potential visitor.”
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“When our visitors come to Michigan.org, we want them to feel immersed in everything that makes Michigan a truly unique place. We invite them to easily explore all the destinations and activities Michigan has to offer,” stated Brian Krantz, Director of Michigan Economic Development Corporation. “Partnering with Clicktivated has helped us create a truly frictionless interactive video experience for our visitors, giving them the unique ability to click and explore all the amazing locations Michigan has to offer.”
“We are excited to leverage Clicktivated and bring a new experience to tourists visiting Saint Paul,” said Adam Johnson, Vice President of Marketing & Media Relations for Visit Saint Paul. “We now have the impactful and nonintrusive opportunity to engage with consumers while also bringing them closer to the point of purchase.”
94% of marketers find video marketing a key element in their marketing strategy, reports Vidyard. That is why video is now crucial to make your brand visible, reach out to audiences, and stay ahead in the game. To help create videos that make an impact, we look into the future of video marketing, in this article.
"Over 85% of teens believe they can do anything if there is a YouTube how-to on it means that marketers need to fully utilize the format of video. Marketers need to remember that video platforms, such as YouTube, are huge search engines and without a presence there it's essentially like not showing up on Google," said Leah Logan, VP of Media Products at Inmar Intelligence, exclusively to MarTech Advisor. This goes to show, your audience may not be looking for your content on web search engines at all, which is why video and YouTube are an integral part of your strategy.
Video is where brands are grabbing consumers' attention, and marketers are integrating their brand messages in videos to help users discover and buy their products. Video marketing, initially popularized by YouTube, has gone on to dominate most social media platforms, such as Facebook, Snapchat, TikTok, and Instagram. Video marketing must add value to customers so as to appeal and stand out on these platforms.
With consumers inundated with hundreds of marketing messages a day, it’s more important than ever that brand video marketing strategies focus on connecting with consumers in meaningful ways.
~ Danielle Cravatt, SVP, Client Partnerships, VDX.tv, exclusively to MarTech Advisor
Since video marketing is becoming increasingly essential, there is a need for smart videos that provide value and have a unique appeal. In an exclusive chat, Brian McNeill, Co-founder & COO, Stringr, said, "we are seeing growing interest in sponsored video content – particularly timely, relevant “edutainment” programming designed for YouTube. The idea being these segments are entertaining enough to watch and share while providing the brand a halo by being associated with the video."
Let’s find out why online video is the future of video marketing.
Chris Roebuck, CEO, Clicktivated shared three reasons video marketing is essential:
- It helps you keep up with the latest trends and stay relevant and competitive.
- It helps your customers discover your products more engagingly.
- And with new technology and innovative formats, you can stay ahead in a competitive landscape by updating your technology and tweaking your strategy.
Therefore, marketers should be able to look into the crystal ball and predict the future of video marketing to ace their digital marketing game.
The Future of Video Marketing According to the Experts
We reached out and asked experts about what’s next in video marketing, here's what they had to say:
Danielle Cravatt: The future of video marketing will require that brands make those connections across all screens, seamlessly delivering video messaging to consumers wherever they are, whether that be on their phones, computers, or living room couches watching TV. The rapid growth we’ve seen in the OTT space means that video will play a significant role in marketing media plans, with marketers using the precision of digital to reach consumers on connected TVs and personal devices at scale.
Emily Anthony, Senior Director, Media Services at Merkle: This goes without saying, but the current proliferation of video streaming services signals big changes for TV advertising. It will be interesting to see how monetization evolves alongside subscriber loyalty in premium content environments.
Leah Logan: As subscriptions to influencer videos grow, the opportunity for a beneficial partnership arises with it. Brands are able to deploy more creative campaigns through influencers who are able to deliver more trusted messages. YouTube also covers almost every demographic as well, so the opportunity is consistent across the platform. For the next few years we will see a heavier investment in video marketing as well as a reliance on more adequate metrics to track return on investment. Marketers need to continue to invest in tying the impact of video marketing to actual returns both on and offline.
Video Marketing Trends for Success
Bite-sized, interactive, experimental, and personalized videos seem to be a clear step forward. Marketers will get experimental with video content and video marketing platforms like Tik-Tok will continue to gain traction. We will see marketers leveraging technology to entice viewers and artfully blend their brand message in engaging video formats.
Let’s learn more about the present and upcoming trends for you to get the most out of:
1. Bite-sized and short-form videos to gain traction
In this article on video marketing trends, we discussed how TikTok surpassed Instagram in 2019 to become a hit among Gen-Zers and millennials. We also saw Twitter innovating with their 6-second video ads, Facebook’s short video ads, and Instagram & Snapchat’s short video ads to stay in the game.
We will see this trend continuing in the future. Brands will try to capture the ‘short’ attention span of viewers with crisp messaging. We will see more ultra-short videos that focus on key product features, capture micro-moments of customer interaction, and share sneak peeks to pique consumer interest and create awareness.
2. Interactive videos will gain momentum
Interactive content gives users control. When the user drives content they become more aware and engaged, therefore, amplifying your marketing message. Interactive videos are more relatable and shareable, and we will see more of them in the future.
Interactive videos are also trackable, and you can accurately measure and analyze the paths taken by the consumer to understand the cause and impact of conversions. They are great for brand recall because the user is engaged and drives the video. A thoughtfully designed interactive video can enhance user experience and motivate them to buy from you.
Learn More: 5 Simple Interactive Marketing Ideas for 2020
3. Artificial Intelligence (AI) driven videos for better personalization
Can videos be personalized? Yes. Many brands have not yet adopted the personalized video marketing strategy. But for hyper-personalized, targeted content, we need to craft personalized and relevant messages. And hyper-personalized video marketing can elicit the right kind of emotional response from the consumers.
We will see marketers using AI to understand customer preferences and create different creatives for different consumer bases and serve the relevant video to a targeted user base. Moreover, AI-driven analytics can help marketers understand the performance of different videos in real-time and tweak their video marketing strategy according to consumer preferences. With AI-driven video marketing, you can expect your branded videos to perform better and drive more conversions.
Learn More: Video Intelligence Trends 2020 & 2019 Year in Review
4. Drones Video footage to propel video marketing
Drone videos can elevate your marketing message. Although we haven’t seen many brands, apart from travel brands, investing in drone footage, we expect drone footage to create exceptional video experiences in the future.
Drone footage can help create better experiential campaigns for your users, putting you ahead in the competition and creating memorable experiences for your viewers. It will help in improving brand awareness and brand recall because now people can see the ‘reality’ of your products and services, which is different from augmented and virtual reality. You can use drone videos to capture granular demonstration of your products and services and create authentic experiences for your audience.
The future of video marketing lies in technology, innovation, AI, analytics, and adapting to customers' dynamic needs. Remember, a personalized video with a touch of reality can help catapult your efforts to the next level.
For a successful video marketing strategy, create engaging and enticing experiences for consumers by finding success in short-videos, creating engaging micro-moments, and crafting memorable experiences that inspire action.