YouTube Marketing and Tourism: The Good, the Bad and the Ugly


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Greg Jarboe's presentation on March 22, 2014, in the Tourism room at Be-Wizard!

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YouTube Marketing and Tourism: The Good, the Bad and the Ugly

  1. 1. YouTube Marketing and Tourism: The Good, The Bad and The Ugly Greg Jarboe SEO-PR Be-Wizard! 2014
  2. 2. There’s good news for anyone involved in YouTube marketing and tourism • More than 1 billion unique users visit YouTube each month. • Over 6 billion hours of video are watched each month on YouTube – 50% more than last year. • 80% of YouTube traffic comes from outside the US. • YouTube is localized in 61 countries and across 61 languages. • Travelers watch up to an hour of related YouTube videos before they book a trip. Sources: YouTube Statistics and SimpliFlying
  3. 3. How to optimize your travel videos and channel so people discover them • YouTube is the world’s second- largest search engine and its algorithm looks at relevance, upload date, watch time, and rating. • So, conduct keyword research using YouTube tools and then optimize each video’s title, description, tags, annotations, and captions, as well as your playlists and channel. • Then, upload frequently (a minimum of one video per week), make videos worth watching, and create content worth sharing. Sources: YouTube Creator Playbook and Greg Jarboe
  4. 4. Video SEO boosted Voyage Channel’s views from 168 to 119,067 a month Sources: YouTube and Video Marketing: An Hour a Day; and Voyage Channel launched in May 2009, had 1,510 views in February 2010 and 5,715,698 views in February 2014
  5. 5. How to get travelers who watch your videos to subscribe to your channel • Hook viewers from the start of your video to keep them watching. • Direct viewers during the video to take actions that can help build engagement and audience. • Keep your audience engaged and your channel active with regular uploads and programming activity that serves the interests of your subscribers. • Create and manage playlists to organize your videos and provide an extended viewing experience. • Create, release, and/or package content that is themed around tent-pole events. • Use YouTube Live to cover timely events and create new ways for your fans to interact with you. Source: YouTube Creator Playbook
  6. 6. Turkish Airlines Channel has 253.5 million views and 49,000 subscribers Source:
  7. 7. How to build a community on YouTube who will share your travel content • Interact with your audience, and build a community around your content on YouTube. • Work with other creators and cross-promote content between channels. • Leverage Facebook, Twitter, Google+, reddit, tumblr, Pinterest, LinkedIn, and other social media to build viewership and engage with your audience in new ways. • Share your content with relevant blogs, sites, and online communities. • Create promotional videos and use Fan Finder or pay to promote these on YouTube using AdWords for video. Sources: YouTube Creator Playbook and Greg Jarboe
  8. 8. Air New Zealand Channel has only 35.6 million views, but 23,400 subscribers Source:
  9. 9. There’s bad news for anyone involved in YouTube marketing and tourism • 100 hours of video are uploaded to YouTube every minute. • So, you can’t sit back and watch the view count rise. • Thousands of advertisers are using TrueView in-stream ads and 75% of these ads are now skippable. • And only a small percentage of the social videos from travel and transport brands are being shared a large number of times on Facebook and Twitter or in the blogosphere. Sources: YouTube Statistics and the Unruly Viral Video Chart
  10. 10. Many of the world’s largest airlines haven’t seen their videos takeoff yet Source: Custom Unruly Analytics chart of the share of shares in the Travel and Transport vertical from Feb. 17, 2013, to Feb. 17, 2014
  11. 11. Brands need at least one psychological trigger to achieve a high share rate Source: “The Science of Sharing”, An Unruly White Paper, July 2013
  12. 12. To achieve a high share rate, brands also need multiple social motivations Source: “The Science of Sharing”, An Unruly White Paper, July 2013
  13. 13. WestJet video has over 35.4 million views and almost 2.2 million shares Source:
  14. 14. American Airlines video has less than 277,000 views and 18,000 shares Source:
  15. 15. “United Breaks Guitars” has almost 14 million views and over 202,000 shares Source:
  16. 16. And here’s where things get ugly for YouTube marketing and tourism: • 31% of internet users upload or post video online, so they’ll capture and share the next time “United Breaks Guitars”. • Created in 2007, the YouTube Partner Program now has more than a million creators from over 30 countries around the world earning money from their YouTube videos. • Thousands of channels are making six figures a year. • In fact, YouTube is radically transforming the travel and tourism industries. Sources: Pew Research Center, YouTube Statistics, and Pixability
  17. 17. Over 122,800 travel videos on 24,000 channels have almost 1.4 billion views Source: Custom study by Pixability, February 2014
  18. 18. Top 100 travel videos have an average of 2.6 million views and 41,500 shares Source: Custom study by Pixability, February 2014
  19. 19. Travel brands have created only 6 of the top 50 travel channels by views Source: Custom study by Pixability, February 2014
  20. 20. Travel brands have built just 5 of the top 50 travel channels by social shares Source: Custom study by Pixability, February 2014
  21. 21. The Louis Vuitton Channel has 67.8 million views and 65,800 subscribers Source:
  22. 22. Important tips, best practices, and strategies for travel brands on YouTube • Create more content • Shoot for video variety • Invest in channel management and video optimization • Engage with your YouTube audience • Convert YouTube views and audience engagement into sales Source: Custom study by Pixability, February 2014
  23. 23. I hope this helps travel brands deal with the good, the bad, and the ugly • Closing credits: – John Pasmore, Prior CEO and current board member of – David Waterhouse, Global Head of Content and PR, and Louise Tullin, Marketing and Communications Director, EMEA, Unruly Media – Rob Ciampa, Chief Marketing Officer, Pixability