Les préférences des consommateurs en matière de contenu évoluent de plus en plus vers des vidéos de courte durée sur les canaux de médias sociaux. Les marques de voyage, qui disposent souvent d’un contenu riche et visuellement attrayant à exploiter, ont l’occasion de présenter leurs messages clés de manière nouvelle, créative et pertinente.
La vidéo de courte durée change la façon dont nous créons, regardons et partageons le contenu. Elle change également la façon dont les annonceurs se connectent et s’engagent auprès de leurs publics. Selon un récent rapport de HubSpot, plus de la moitié des spécialistes du marketing social prévoyaient d’utiliser la vidéo de format court pour la première fois en 2022, et 95 % de ceux qui l’utilisent déjà vont augmenter ou maintenir leur investissement.
D’une durée de trois à 60 secondes, ces vidéos représentent un changement culturel qui délaisse les contenus très soignés au profit de contenus plus authentiques. Elles captent l’attention en étant surprenants et offrent divertissement et découverte en un seul endroit. En termes de coûts, les vidéos courtes sont généralement moins coûteuses à produire que les vidéos plus longues, ce qui en fait une option rentable pour les spécialistes du marketing touristique.
De plus, elles ne sont pas passives, mais participatives, encourageant les publics à s’engager activement et à avoir des conversations. En effet, rien que sur Instagram, les utilisateurs partagent ces publications un milliard de fois par jour par le biais de la messagerie directe.
Reels
Reels est un exemple de plus en plus populaire de vidéo de courte durée que les marques de voyage utilisent pour attirer de nouvelles audiences et créer des liens plus profonds.
Lancé par Meta il y a quelques années comme un moyen de créer et de découvrir ce format de vidéo sur Instagram et Facebook, Reels est devenu un élément incontournable de l’application. En octobre dernier, la société a annoncé que plus de 140 milliards de lectures de Reels étaient effectuées chaque jour sur Instagram et Facebook, soit une augmentation de 50 % par rapport aux six mois précédents.
Des agences de voyages en ligne aux compagnies aériennes, en passant par les destinations et les hôtels, les marques de voyages de tous horizons capitalisent sur la popularité de Reels pour atteindre les voyageurs grâce à un mélange de musique, d’effets et de narration visuelle créative.
Par exemple, MGM Resorts avait diffusé une publicité vidéo sur Instagram Reels afin d’accroître la notoriété de son nouveau programme de fidélité MGM Rewards. En conséquence, l’entreprise a vu la notoriété de la marque standard multipliée par 6,7.
TikTok
Il est indéniable que certaines marques de voyage présentes sur TikTok connaissent un grand succès, atteignant de nouveaux publics et générant des ventes. Environ la moitié du public de TikTok a moins de 34 ans, ce qui fait de la plateforme le meilleur endroit pour atteindre les milléniaux.
TikTok est une opportunité énorme pour les marques de plonger dans l’espace de la vidéo de courte durée. Son algorithme réceptif et son cycle de renouvellement rapide des tendances permettent aux marques de se lancer et d’expérimenter leur contenu jusqu’à ce qu’il devienne accrocheur. Le hashtag #tiktoktravel par exemple a attiré plus de 25 milliards de vues, tandis que #wanderlust et #traveldiaries comptent respectivement 1,1 et 2,2 milliards de vues.
En lançant sa première campagne TikTok au début de l’année, la compagnie aérienne américaine Delta Airlines a fait des vagues en demandant aux utilisateurs de poster des photos de leurs destinations et voyages préférés en utilisant le hashtag #FavoriteTripChallenge.
La campagne a recueilli plus de 19,5 millions de vues au cours des 36 premières heures, notamment grâce à la promotion de la campagne par TikTok sur la page Discover.
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