As more and more travelers turn to short-form content for trip discovery and inspiration, the stage is set for destination marketing organizations (DMOs) to fully embrace this popular format as the most effective way to engage with today’s audiences.
Not sure where your travels will take you in 2023? If you’re like most travelers these days, you’ll likely find inspiration for your next trip while glued to your smartphone screen. More than ever, travelers of all ages are searching for and discovering short-form video content to inspire and inform their journeys.
While younger groups such as Gen Z are increasingly turning to platforms like TikTok, Instagram Reels, and YouTube Shorts instead of Google Search for trip inspiration and information, older generations are also craving this highly entertaining, authentic, and participatory content format. A 2022 survey from MMGY Global found 40 percent of U.S. travelers aged 30 and older prefer TikTok over Google as a search tool when researching travel.
This is great news for destination marketers, especially in light of a HubSpot report showing that short-form video has the highest return on investment and is the best content format for lead generation. But while the amount and frequency of short-form video DMOs need to post to make an impact is growing, their resources aren’t.
SkiftX spoke with Dan Holowack, CEO and co-founder at CrowdRiff, a visual destination marketing solution, about how outsourcing...
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