Travel Brand Video Engagement Rates On Social Channels, August 2014 [CHART]
Among this range of new video-sharing networks, travel marketer interest is gravitating toward Instagram. A recent analysis by Skift.com of more than 450 travel brands on Instagram found 70% had already used it to publish video. In addition, Instagram’s large and growing user base, strong visual appeal and the launch of a video ad product in 2014 suggest Instagram video will see growing investment from travel marketers.
According to an August 2014 study by Shareablee on travel video engagement across Facebook, Instagram and Twitter, Instagram was second only to Facebook, with a little over a quarter of all engagement share.
For other travel brands, new technologies like virtual reality, once seen as futuristic novelties, offer compelling ways to share video with travelers.
Rather than targeting consumers, the experience is designed with tour operators and travel media in mind. Although virtual reality is still a novelty in many travel marketers’ minds, as consumers embrace such technology, it may prove increasingly valuable. Read the rest at eMarketer.