Video has come a long way since Laserdisc, VHS, and even DVD and HD. New formats like UHD (Ultra High Definition) and Virtual Reality are now becoming more commonplace. Even modern cell phones are able to shoot video in 4k.
Beyond 4k, resolutions such as 2.7k, 5k, and 8k are also available. These formats offer the highest resolution possible, but the drawback is that no monitor or TV can display them at their native resolution.
Celebrity actors and sports stars used to be the go-to endorsers for big-budget advertisements—but oh, how the times have changed. Influencers are shifting the marketing game in our modern era, and their reach, power and authority have the ability to create impressive success stories for travel brands. In fact, according to a report by Burst Media, marketers who implement influencer marketing programs can receive, on average, $6.85 in earned media value for every $1.00 of paid media.
Airbnb, for example, has leveraged influencers with great success rates. In particular, their engagement rate has been 4% due to 37 sponsored posts by various influencers. The posts have received 18 million likes and over 510,000 comments. The combined reach of the brand’s Instagram initiatives has been 966 million, according to Grin.co.
In destination marketing, B-roll footage is a huge part of the video creation experience, as it can spur some of the most emotionally compelling material. Not sure how to plan or use your B-roll footage? Here is a brief introduction to B-roll film, in addition to important dos, don’ts and tips.
Technology now lets us create exceptional video experiences on a budget
Video content is an essential component of digital marketing in our modern day. In fact, Hubspot found that “54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image (41%) based content.” They also found that video content was 43% more memorable when compared to images, which garnered 36%.
The buzz around 360-degree video has been around for a few years now. In particular, 2016 saw YouTube announce its support of the technology, with other heavyweights, such as Facebook and Google Photos following suit shortly thereafter.