In my last blog, I wrote about the important role videos can play marketing your tourism business and attracting eyeballs to your website.
I understand that it may seem daunting, and take you out of your comfort zone, but creating your own video content for both your website and social media channels is easy, interesting and exciting. But importantly, it is one of the cheapest ways to boost your online profile and attract visitors.
However, producing good quality videos that capture the essence of your business, your ‘destination’ or location, does require planning, the right equipment, and engaging your inner creativity.
To help, here’s a few ideas so you can produce good quality compelling videos that your audience of potential customers will notice and act in response.
Before you start shooting though, it’s crucial to plan your content, what you want and why you want it.
Are you highlighting your location, showing the elements of the travel ‘experience’ you offer or providing a step-by-step guide to features that will heighten expectations? Define who you are talking to and determine what kind of content will appeal to them.
Also, plan to tell a story. Map out the storyline and the story telling sequence before you start shooting. It will make it so much easier down the track if you create a storyboard or a shot list. I know this sounds like a Hollywood production, but it will help you visualise your video and ensure you capture all the footage you need efficiently.
Using a mix of wide shots to establish the location, tighter close-ups to highlight details, and action or movement shots to show activities or experiences.
The good news on equipment is that you don’t need a Hollywood-level production setup to create engaging videos, but having the right equipment will make a big difference. A good quality camera, whether it’s a DSLR, mirrorless camera, or even a high-end Smartphone, is essential. Ensure it can shoot in at least 1080p resolution for clear, crisp vision.
In addition to the camera, invest in a stabiliser or tripod to keep your shots steady. Buy an external microphone for better audio quality. They are cheap and really help if you’re recording interviews or including narration.
A drone can add dramatic aerial views of landscapes, giving a unique and compelling perspective. But I’ll go into more detail on drones in another blog.
When you’re “on location”, focus on capturing footage that tells a story. Start with establishing shots that give context to the location. These could be wide shots of the landscape, bustling streets, or iconic landmarks. Then, zoom in on specific details that add character to the place, such as local cuisine, artisan crafts, or wildlife.
Don’t be afraid to include people in your shots. Showcasing locals or travellers enjoying the destination and engaged with your business adds a personal and meaningful touch. Capture candid moments, like surfers taking off on a local surf break, mountain bikers charging through the forest or a serene sunset encounter, to evoke emotion and make it feel more accessible to viewers.
Lighting is also crucial. Shoot during the “golden hour” (the short window after sunrise or before sunset) for warm, soft lighting that softens and enhances the beauty of the scene. If you’re shooting indoors, ensure there’s enough natural light or use portable lights to brighten the space.
The rubber really hits the road in editing.
This is where all the vision you’ve shot comes together to form a cohesive story. Use editing software like Adobe Premiere Pro, Final Cut Pro, or even beginner-friendly tools like iMovie. Start by arranging your clips in a logical order and follows the flow of your storyboard or shot list.
Cut any unnecessary footage and add transitions to make the video flow smoothly. Add subtle background music that complements the mood of your video, but make sure it doesn’t overpower the natural sounds of the location. If your video includes narration or dialogue, ensure the audio levels are balanced.
Adding titles, subtitles, or captions can help convey important information, such as place names or descriptive tips for travellers. Obviously include your business name and brand logo and your website address at the beginning or end of the video for branding plus contact details at the end.
Once edited, your video is ready to publish on your website and social media platforms. Different platforms have varying video requirements, so be sure to optimise your video accordingly. For example, Instagram favours square, or portrait formatted videos, while YouTube and Facebook perform best with landscape format videos.
Importantly, write a compelling title and description for your video, and use relevant hashtags to increase its and your online visibility. Ask your viewers and followers to like, share, and comment on the video. That will boost engagement with your business on social media channels.
Don’t be daunted by the challenge of video production. It is actually good fun. And if you spend a bit of time planning it, use the right tools, and confidently apply your creativity, you’ll be amazed at the results. And it gets easier every time you do it!
