YouTube? You Should - Leveraging YouTube for Destination Marketing

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This presentation was delivered at DMA West Tech Summit '23 and covered the ins and outs of leveraging YouTube for the travel industry. Covering topics such as major changes and trends on the platform, the size and reach of audiences, popular short form and long form video options, and where DMO's can see their best output.

Empresariales

#DMAWestTechSummit
E ng a g e W he re The D e c i si o n M a ke rs Are
YouTube? You Should!
E ng a g e W he re The D e c i si o n M a ke rs Are
YouTube? You Should!

#DMAWestTechSummit
Key Takeaways
01
YouTube / Your Reach
02
YouTube in 2023
03
Content Creation / Distribution
04
Optimize for the Journey

#DMAWestTechSummit
YouTube
Reach
Influencing Travelers

#DMAWestTechSummit
2nd Largest
Search Engine

#DMAWestTechSummit
2 Billion
YouTube Active Monthly Users

#DMAWestTechSummit
• Japan – 78 Million
• Pakistan – 72 Million
• Germany – 71 Million
• Vietnam – 63 Million
• Turkey – 58 Million
• India – 467 Million
• USA – 246 Million
• Brazil – 142 Million
• Indonesia – 139 Million
• Mexico – 82 Million
Number 1
Globally
Video Sharing Platform
Global Media Insights

64 Percent
YouTube Search
Travelers Watch
Online Video
#DMAWestTechSummit

#DMAWestTechSummit
80 Percent
YouTube Search Take Action

How? / Why?
Let’s Getaway! Research Starts Online
#DMAWestTechSummit

Inspiration
Let’s Getaway!
#DMAWestTechSummit

Trip / Planning
Let’s Getaway!
#DMAWestTechSummit

50 Percent
YouTube Search
Video Influences
Your Decision
#DMAWestTechSummit

Vet / Validate
Let’s Getaway!
#DMAWestTechSummit

#DMAWestTechSummit
YouTube
Trends
Unpacking YouTube in 2023

#DMAWestTechSummit
31
31
Dec
Nov
Oct
Sept Feb
Jan
50B
Per Day
Trends 30B

#DMAWestTechSummit
Posts
Stories
Posts
Stories

#DMAWestTechSummit
Content
Creation
Your Best Types

#DMAWestTechSummit
Be the expert they seek
Virtual
Tours
Destination
Guides
How To
Local Expert

#DMAWestTechSummit
+ Travel Pros
Best Of
+ Action
Accommodations
+ Inside Scoop
Transportation
Destination Guides
What to cover?

#DMAWestTechSummit
+ Specialty
Adventure
+ Travel Pros
Beaches & Parks
+ Inside Scoop
Museums
Virtual Tours
What to cover?

#DMAWestTechSummit
+ Travel Pros
Packing
+ Action
Getaways
+ Inside Scoop
Logistics
How To
What to cover?
+ Resources
FAQs

#DMAWestTechSummit
User Generated
Content

#DMAWestTechSummit
Leverage the community
Inside
Scoop
Reviews Travel Vlogs
Local Expert

#DMAWestTechSummit
Cost-Effective
Content

#DMAWestTechSummit
Social
Engagement
Most Followed Social Accounts
Hidden Gems / High Engagement

#DMAWestTechSummit
Content
Creation
Format & Equipment

#DMAWestTechSummit
+ Easy
Snackable
+ Specific
Focused
Trends
Short-form

#DMAWestTechSummit
+ Depth
Guides
+ Encourage
Journey
Trends
Long-form

#DMAWestTechSummit
+ Focused
Concise + Explore
Chapters
Video
Formatting
+ Mobile
Vertical + Desktop
Horizontal

#DMAWestTechSummit
Optimize
Distribute
Expand Your Reach

#DMAWestTechSummit
Optimized Title (100 char)
Optimized Description (5k char)

#DMAWestTechSummit
Idea Generation
Keyword Research Tools

#DMAWestTechSummit
+ Local Picks
Social
+ Inside Scoop
Websites
+ Long Form
YouTube
Create Once
Repurpose Forever

#DMAWestTechSummit
Recap
01
Focus on Reach
02
Changes in 2023
03
Content Creation / Distribution
04
Optimize for the Journey

#DMAWestTechSummit
Thank You
Jason Dodge | BlackTruck Media + Marketing
@dodgejd | @blacktruckmedia.com
blacktruckmedia.com | jason@blacktruckmedia.com

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YouTube? You Should - Leveraging YouTube for Destination Marketing

1. #DMAWestTechSummit E ng a g e W he re The D e c i si o n M a ke rs Are YouTube? You Should! E ng a g e W he re The D e c i si o n M a ke rs Are YouTube? You Should!

2. #DMAWestTechSummit Key Takeaways 01 YouTube / Your Reach 02 YouTube in 2023 03 Content Creation / Distribution 04 Optimize for the Journey

3. #DMAWestTechSummit

4. #DMAWestTechSummit YouTube Reach Influencing Travelers

5. #DMAWestTechSummit

6. #DMAWestTechSummit 2nd Largest Search Engine

7. #DMAWestTechSummit 2 Billion YouTube Active Monthly Users

8. #DMAWestTechSummit

9. #DMAWestTechSummit • Japan – 78 Million • Pakistan – 72 Million • Germany – 71 Million • Vietnam – 63 Million • Turkey – 58 Million • India – 467 Million • USA – 246 Million • Brazil – 142 Million • Indonesia – 139 Million • Mexico – 82 Million Number 1 Globally Video Sharing Platform Global Media Insights

10. #DMAWestTechSummit Source: Statista

11. #DMAWestTechSummit

12. #DMAWestTechSummit Source: Statista

13. #DMAWestTechSummit

14. 64 Percent YouTube Search Travelers Watch Online Video #DMAWestTechSummit

15. #DMAWestTechSummit 80 Percent YouTube Search Take Action

16. How? / Why? Let’s Getaway! Research Starts Online #DMAWestTechSummit

17. Inspiration Let’s Getaway! #DMAWestTechSummit

18.

19. Erik Tanner/Contour/Getty

20.

21. Trip / Planning Let’s Getaway! #DMAWestTechSummit

22.

23. 50 Percent YouTube Search Video Influences Your Decision #DMAWestTechSummit

24. Vet / Validate Let’s Getaway! #DMAWestTechSummit

25.

26.

27. #DMAWestTechSummit YouTube Trends Unpacking YouTube in 2023

28. #DMAWestTechSummit

29. #DMAWestTechSummit

30. #DMAWestTechSummit

31. #DMAWestTechSummit 31 31 Dec Nov Oct Sept Feb Jan 50B Per Day Trends 30B

32. #DMAWestTechSummit VS

33. #DMAWestTechSummit Posts Stories Posts Stories

34. #DMAWestTechSummit Content Creation Your Best Types

35. #DMAWestTechSummit Be the expert they seek Virtual Tours Destination Guides How To Local Expert

36. #DMAWestTechSummit + Travel Pros Best Of + Action Accommodations + Inside Scoop Transportation Destination Guides What to cover?

37. #DMAWestTechSummit + Specialty Adventure + Travel Pros Beaches & Parks + Inside Scoop Museums Virtual Tours What to cover?

38. #DMAWestTechSummit + Travel Pros Packing + Action Getaways + Inside Scoop Logistics How To What to cover? + Resources FAQs

39. #DMAWestTechSummit User Generated Content

40. #DMAWestTechSummit Leverage the community Inside Scoop Reviews Travel Vlogs Local Expert

41. #DMAWestTechSummit User Generated Content

42. #DMAWestTechSummit Authentic Content

43. #DMAWestTechSummit Cost-Effective Content

44. #DMAWestTechSummit Promotional Content

45. Find Your Community

46. #DMAWestTechSummit Social Engagement Most Followed Social Accounts Hidden Gems / High Engagement

47. #DMAWestTechSummit

48. #DMAWestTechSummit

49. #DMAWestTechSummit Content Creation Format & Equipment

50. #DMAWestTechSummit

51. #DMAWestTechSummit + Easy Snackable + Specific Focused Trends Short-form

52. #DMAWestTechSummit + Depth Guides + Encourage Journey Trends Long-form

53. #DMAWestTechSummit + Focused Concise + Explore Chapters Video Formatting + Mobile Vertical + Desktop Horizontal

54. #DMAWestTechSummit Video Production

55. #DMAWestTechSummit Video Editing

56. #DMAWestTechSummit Optimize Distribute Expand Your Reach

57. #DMAWestTechSummit Optimize Channel

58. #DMAWestTechSummit Channel Art Profile Photo Featured Video

59. #DMAWestTechSummit About Section

60. #DMAWestTechSummit Optimize Videos

61. #DMAWestTechSummit

62. #DMAWestTechSummit Optimized Title (100 char) Optimized Description (5k char)

63. #DMAWestTechSummit Idea Generation Keyword Research Tools

64. Content Distribution #DMAWestTechSummit

65. #DMAWestTechSummit + Local Picks Social + Inside Scoop Websites + Long Form YouTube Create Once Repurpose Forever

66. #DMAWestTechSummit Recap 01 Focus on Reach 02 Changes in 2023 03 Content Creation / Distribution 04 Optimize for the Journey

67. #DMAWestTechSummit Thank You Jason Dodge | BlackTruck Media + Marketing @dodgejd | @blacktruckmedia.com blacktruckmedia.com | jason@blacktruckmedia.com

YouTube? You Should - Leveraging YouTube for Destination Marketing

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