While several concerns are restraining digital video ad investments, many marketers are ramping up efforts to create branded content—a trend driven by the growth of social platforms that make video distribution cheaper and easier.
Even as travel marketers work to define a clear video strategy, newer video-ready social platforms, particularly Instagram, are offering opportunities and challenges. Other video technologies like virtual reality, though yet unproven as marketing tools, are increasingly entering the discussion as travel marketers look for ways to cut through the video clutter.
Although YouTube and Facebook currently dominate video distribution and consumption, newer social platforms like Instagram, Twitter and Snapchat are offering video distribution opportunities for travelers and travel marketers alike. In an August 2014 study by Animoto, nearly 30% of US internet users who shared digital videos they created said they used Instagram, while nearly 20% used Twitter, and just over 16% used Snapchat. Read the rest at eMarketer.