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At the Day 1 of Arival 360 in Berlin, Jessica Dante shares about the importance of Reels. Reels once were an afterthought to Jessica Dante of tour company, Love and London. Now, the company is relying on them to reach 4.5 million people each month, leading it to significant growth and success.
So what was the shift?
“We stopped producing reels about us, and switched to content for our customers,” Dante said.
Dante recommends creating a content strategy around three questions:
- What are your target market’s interests? This can be related to what you offer, but not exactly what you offer. “Our market loves hidden gems and things that are historic, so we did a video story about the oldest umbrella shop in London. It has 600k views on Instagram and 250k on TikTok.”
- What questions are they asking? Dante says this should be something they want help with, and that brands should answer that question for them – give them something that helps them out. “We are a tour company, but the top question we get from people is actually how to get from London Heathrow Airport to the city centre. So, we did a video to show them all the potential ways – it has 1.2 million views on Instragram and 1.2 million on TikTok.”
- What worries or insecurities do they have? “Lots of our customers are anxious or nervous about going abroad, e.g. when going to France, people are worried about the language barrier. Others are worried about getting robbed in London. So we made a two-minute video about a common scam in London to be aware of and how to avoid it.”
Dante reiterates that brands should make content that is watchable, shareable and savable
“We are also not afraid to tell people what is tacky, boring, or not worth doing,” she continued. “This creates some anger, but having an opinion makes us stand out from other brands talking about how amazing everything is. People respect honesty, and builds trust. It’s ok to be a little controversial. E.g. we did a “things to avoid in London” reel. This gets views. It helps a potential customer to be a better traveller, and keeps your brand top of mind. It’s not about you, or your brand or how great you are – it’s about your target market, helping them, solving their problems and answering their questions.”
Jessica Dante, Love and London.
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