In-Depth Guide to a Short-Form Video Strategy for Adventure Travel Businesses

Scrolling through social media has become almost synonymous with consuming an endless stream of fast-paced videos, lasting only a few seconds. In the past couple of years alone, these videos, known as short-form (TikTok, Instagram Reels and YouTube shorts) have exploded at a rate that is both exciting and unnerving. It’s exciting because it gives adventure travel businesses unprecedented opportunities to reach potential travelers. It can be unnerving because of the sheer magnitude of what video content creation entails. Here’s the good news: anyone can start a video-oriented marketing strategy from scratch, and we’ll tell you how to do it.

Before getting into the “how,” let’s talk about the “why.” An article about Skift’s Megatrends for 2023  dove deep into the growing importance of short-form video content for destination marketers. One of the most striking facts was that travelers have begun replacing Google with TikTok and Instagram Reels as their primary resource to find travel information and inspiration. In addition, HubSpot’s 2023 Video Marketing Report indicates that video content has the highest return on investment (ROI) for lead generation and engagement.

As impressive as these facts are, there’s more to a successful video strategy than just taking your phone out and pressing record. We’ve put together a list of actionable steps any adventure travel business can begin implementing to launch a video content strategy right away. This advice comes from the experience, trials and errors, and expertise of marketing and adventure travel professionals in the ATTA network.

Understand the power of short-form video storytelling

“Video is the ultimate form of storytelling — it can convey emotion, drive a narrative, share important information, and build a connection with the viewer,” said Malena Gatti, Content Marketing Manager at GLP Films. “According to this Hubspot report [citing Wyzowl research], around 90% of people want to see more video content from brands, and about the same amount report video being a major factor in informing their decision to make a purchase.”

Videos are indeed a key marketing tool, yet short-form videos have changed the rules of the game. For instance, Hubspot’s 2023 Video Marketing report states that the most effective video content must grab the viewer’s attention in seconds and convey concise information at a fast rhythm. But what is considered a short-form video? 

According to an article published by Skift in partnership with Meta, these videos are from three to 60 seconds long. Hootsuite, on the other hand, recommends an average duration of 15 to 30 seconds. Sharing a compelling message in less than a minute may seem almost impossible to anyone new to video marketing. Murray Bartholomew, Product Strategy Director at ATTA, pointed out that this trend has actually challenged us to filter our best ideas and communicate them effectively in a few seconds.

Besides its compact length, short-form video is not meant to be of cinematic quality. Gatti shared, “I’ve found that oftentimes lo-fi video performs just as well as hi-fi — sometimes even better. People don’t care as much about top-notch production value as they do about being entertained, inspired, informed by, or engaged with what they’re viewing.”

Use online courses and tutorials to learn the basics of video production

While video production may seem daunting, expensive, or too technical, the reality is that these short-form videos that are shared primarily on social media aren’t difficult to produce. A quick Internet search will provide countless options for self-instruction and many of them are free of charge. This includes tutorials, short courses, and articles. Instagram Reels, TikTok, and YouTube have up-to-date tutorials and guides on how to make the most of their platforms.

While being self-taught doesn’t come without its challenges, it is possible to obtain results by being resourceful. Patagonia East River’s CEO Claudia Rojas shared that her company doesn’t have a social media or visual content specialist. Therefore, they focused on learning by studying other companies and taking quick courses. The results? Striking 8-15 second Instagram Reels that captured their followers’ attention by showing real and credible experiences. 

For those who do want to take a deeper dive into video production, AdventureEDU, ATTA’s continuing education branch for adventure travel professionals, has a comprehensive course on Video Storytelling to Inspire Adventure Travelers by Scott Adams. This course offers an all-in-one solution tailored to the specific needs of adventure travel businesses.

Follow reliable social media news sites and subscribe to newsletters

Experts agree that staying up to date with changes and trends in social media is one of the greatest challenges. A platform that I personally recommend as an introduction to social media strategy is Later Blog and its social channels. They publish daily updates on trends, algorithm changes, and easy-to-follow tips to elevate any social media strategy, especially one relying on videos. McKenzie Dolan, Social Media Manager at Heliconia, recommends subscribing to newsletters like HeyOrca and Sprout Social for social media news and insights.

If starting or relaunching a social media strategy is proving difficult, this ATN article on social media tips for adventure travel businesses by Fernando Diez is a great place to start. One of the points that Diez makes is the importance of choosing your social media platforms wisely because each of them serves a different purpose. When it comes to publishing short-form videos, TikTok is the clear winner. It may seem like an app made mostly for Gen Z, however, another Skift article mentions that in the United States even older generations now prefer to use TikTok for travel inspiration. This shift has been noticed by DMCs and some have already seen the benefits of embracing this trendy platform.

Elisa Castillo, Web Content Writer at Adventure Journeys Ecuador & Galapagos, found this to be true: “Unlike YouTube, TikTok places less emphasis on video professionalism and more on creativity and eye-catching content,” she said. “As a result, the resources required for TikTok videos are relatively lower compared to other traditional marketing platforms, while still yielding exceptional results. The return on investment is often faster, especially when targeting a younger audience that is more open to online purchases and reservations.”

Let travelers give you content ideas, let your destination be your inspiration

One question that seems to confuse many travel companies is, “How do I know what content to publish?” Even seasoned marketers and well-established travel businesses may struggle keeping up with a constant output of fresh and original content. If you are new to video creation, the pressure might be even greater. A trick to overcoming creator’s block is to always have your audience and their needs in mind.

“If you’re struggling to realize what is unique about your trip, let your customers tell you,” said Bartholomew. “What are some positive comments frequently shared in feedback surveys? What are clients’ significant moments of delight? That’s your sweet spot and what makes you unique. If you’re still struggling finding your unique value, call a colleague and ask them to help you identify what makes your trips special.”

If all else fails, turn to social media to find inspiration from travel influencers, content creators, and your competitors. Shandana A. Durrani, Head of Content & Brand at TourRadar, recommends looking at your competitors’ content with a critical eye. “Figure out the good and the bad,” she said. “Is the video solving a problem for the consumer? Does it tie in with their brand promise? Is it following their brand guidelines? Does it make you want to buy what they are selling?”

Follow this tried and tested advice for shooting and editing video

Once you have a few solid ideas, the real work begins. Whether you’re giving advice on a location, offering important details about a tour or entertaining future customers with a behind-the-scenes video of your company, prioritize content that is valuable and that tells a story.

Below is a list summarizing the best practices recommended by the experts interviewed for this article:

• Make connecting with your audience through inspirational, exciting and informative content the top priority.
• Write down a plan for each video. Define its purpose, the tone and the story you want to tell.
• Prioritize creating vertical videos optimized for mobile viewing.
• Learn to edit videos using the tools built into the social media apps.
• Authenticity is more important than perfection. Show real travelers and real emotions.
• Showcase the variety of activities and experiences offered by your destination/business.
• Create a variety of videos and use trial & error to figure out what works for your audience.
• Assess how many videos you can realistically produce and post consistently. It’s better to post once every two weeks than randomly post many videos at once.
• One video can be repurposed over different platforms. Longer videos can be cut into shorter ones and published as highlights.
• Never use someone else’s images or videos without their written permission and always give credit to the original source. 

Always use Search Engine Optimization (SEO)

SEO is no longer only for website rankings. As TikTok competes with Google as a search engine, using keywords in your captions and hashtags is essential to making your videos discoverable. Given this trend, Google has begun taking steps towards indexing these types of videos in its searches. This means that even if your website doesn’t rank that high, short-form video content with a good SEO strategy has the potential to give your business the boost it needs.

But how do you put together a successful SEO strategy? The short answer is to include in your captions descriptive and relevant keywords plus targeted hashtags that someone would use to search for your product or destination. “Keywords and captions can also be used on the video itself as this helps with both accessibility and SEO,” explains Ciara Turner-Ewert, the content creator behind Wellness Travel Diaries. “Posting at the right time on Instagram can also help with SEO, but if you’re unable to, don’t worry. It’s more important that you stay consistent with posting than it is to post at the exact right time.”

If you want a comprehensive answer, read this SEO guide by HubSpot.

Improve your strategy by analyzing data and engaging with your audience

“Video content is a powerful social media marketing tool,” Dolan said. “It drives higher engagement, increases reach and visibility, facilitates storytelling, enhances information retention, caters to mobile users, and has the potential for viral sharing… You can effectively connect with your audience, build brand awareness, and achieve your social media marketing goals.”

And the key to harnessing the power of video on social media is learning to analyze data. Those numbers and percentages may be intimidating to a beginner but learning how to interpret them will give you the answers you need to make informed decisions on how to adjust your marketing strategy. For a quick overview, read the following articles by Later which explain in simple terms the most important aspects of Instagram analytics and TikTok metrics.

Once you’ve learned the basics, follow Gatti’s advice: “Take some time every couple of weeks to look at your performance data (video views, engagement, etc.) and try to draw conclusions about what sort of content is resonating with your audience. It’s important to always be pivoting your content to better meet what your video viewers want to see.”

Of all of those numbers, the one that you should always keep an eye on is “engagement.” That number shows how many times your audience commented, liked, saved, or shared a post. People’s attention is a gift and if they are giving you their time, comment back as much as you can. Not only will it make your audience feel seen, it will help build trust, which is essential to turn followers into bookers.

Castillo shared her own experience building customers’ trust through video content. “When [customers] contemplate booking a trip, they are more likely to choose the company that has provided them with a sense of security and with whom they have developed a stronger connection through social media,” she observed.

Consider partnering with local content creators

If all these steps are still too complicated or time-consuming, there are other options. Both Skift and Later mention the value in partnering with content creators to get a fresh perspective on a destination or simply to outsource the hard work. 

“Content creators understand the power of storytelling and can help bring authenticity and uniqueness to your brand all while using a social media strategy they’ve tested for some time.” said Turner-Ewert. “They can create content for your platform or they can talk about your product on their profile (Instagram, Tiktok, Youtube, etc.).” 

Prioritizing partnerships with small, local content creators is particularly useful in understanding the needs of your audience. What’s more, the pressure of constant video output is lifted and you can focus on running your business.

The journey to a successful short-form video strategy will come with bumps in the road, but following these steps will make the experience more exciting and less unnerving. Let your videos speak for your business. After all, as Durrani said, “Videos have the remarkable power to ignite a sense of wanderlust.” Remember what drove you to start a career in the adventure travel industry and focus on awakening that same emotion in your audience.

Special thanks to Ciara Turner-Ewert, Claudia Rojas, Elisa Castillo, Malenta Gatti, McKenzie Dolan, Murray Bartholomew, and Shandana A. Durrani for sharing their knowledge and expertise.