Greg Jarboe's presentation on March 22, 2014, in the Tourism room at Be-Wizard!

1. YouTube Marketing and Tourism:
The Good, The Bad and The Ugly
Greg Jarboe
SEO-PR
Be-Wizard! 2014

2. There’s good news for anyone involved
in YouTube marketing and tourism
• More than 1 billion unique
users visit YouTube each
month.
• Over 6 billion hours of video
are watched each month on
YouTube – 50% more than last
year.
• 80% of YouTube traffic comes
from outside the US.
• YouTube is localized in 61
countries and across 61
languages.
• Travelers watch up to an hour
of related YouTube videos
before they book a trip.
Sources: YouTube Statistics and SimpliFlying

3. How to optimize your travel videos
and channel so people discover them
• YouTube is the world’s second-
largest search engine and its
algorithm looks at relevance,
upload date, watch time, and
rating.
• So, conduct keyword research
using YouTube tools and then
optimize each video’s title,
description, tags, annotations,
and captions, as well as your
playlists and channel.
• Then, upload frequently (a
minimum of one video per
week), make videos worth
watching, and create content
worth sharing.
Sources: YouTube Creator Playbook and Greg Jarboe

4. Video SEO boosted Voyage Channel’s
views from 168 to 119,067 a month
Sources: YouTube and Video Marketing: An Hour a Day; and Voyage Channel launched
in May 2009, had 1,510 views in February 2010 and 5,715,698 views in February 2014

5. How to get travelers who watch your
videos to subscribe to your channel
• Hook viewers from the start of your video to keep them watching.
• Direct viewers during the video to take actions that can help build
engagement and audience.
• Keep your audience engaged and your channel active with regular
uploads and programming activity that serves the interests of your
subscribers.
• Create and manage playlists to organize your videos and provide an
extended viewing experience.
• Create, release, and/or package content that is themed around
tent-pole events.
• Use YouTube Live to cover timely events and create new ways for
your fans to interact with you.
Source: YouTube Creator Playbook

6. Turkish Airlines Channel has 253.5
million views and 49,000 subscribers
Source: http://www.youtube.com/user/TURKISHAIRLINES/featured

7. How to build a community on YouTube
who will share your travel content
• Interact with your audience, and build a community around
your content on YouTube.
• Work with other creators and cross-promote content
between channels.
• Leverage Facebook, Twitter, Google+, reddit, tumblr,
Pinterest, LinkedIn, and other social media to build
viewership and engage with your audience in new ways.
• Share your content with relevant blogs, sites, and online
communities.
• Create promotional videos and use Fan Finder or pay to
promote these on YouTube using AdWords for video.
Sources: YouTube Creator Playbook and Greg Jarboe

8. Air New Zealand Channel has only 35.6
million views, but 23,400 subscribers
Source: http://www.youtube.com/airnewzealand

9. There’s bad news for anyone involved
in YouTube marketing and tourism
• 100 hours of video are
uploaded to YouTube every
minute.
• So, you can’t sit back and
watch the view count rise.
• Thousands of advertisers are
using TrueView in-stream ads
and 75% of these ads are now
skippable.
• And only a small percentage of
the social videos from travel
and transport brands are being
shared a large number of
times on Facebook and Twitter
or in the blogosphere.
Sources: YouTube Statistics and the Unruly Viral Video Chart

10. Many of the world’s largest airlines
haven’t seen their videos takeoff yet
Source: Custom Unruly Analytics chart of the share of shares in the
Travel and Transport vertical from Feb. 17, 2013, to Feb. 17, 2014

11. Brands need at least one psychological
trigger to achieve a high share rate
Source: “The Science of Sharing”, An Unruly White Paper, July 2013

12. To achieve a high share rate, brands
also need multiple social motivations
Source: “The Science of Sharing”, An Unruly White Paper, July 2013

13. WestJet video has over 35.4 million
views and almost 2.2 million shares
Source: http://viralvideochart.unrulymedia.com/youtube?id=zIEIvi2MuEk

14. American Airlines video has less than
277,000 views and 18,000 shares
Source: http://viralvideochart.unrulymedia.com/youtube?id=J-KD0PdI1Ek

15. “United Breaks Guitars” has almost 14
million views and over 202,000 shares
Source: http://viralvideochart.unrulymedia.com/youtube?id=5YGc4zOqozo

16. And here’s where things get ugly for
YouTube marketing and tourism:
• 31% of internet users upload
or post video online, so they’ll
capture and share the next
time “United Breaks Guitars”.
• Created in 2007, the YouTube
Partner Program now has
more than a million creators
from over 30 countries around
the world earning money from
their YouTube videos.
• Thousands of channels are
making six figures a year.
• In fact, YouTube is radically
transforming the travel and
tourism industries.
Sources: Pew Research Center, YouTube Statistics, and Pixability

17. Over 122,800 travel videos on 24,000
channels have almost 1.4 billion views
Source: Custom study by Pixability, February 2014

18. Top 100 travel videos have an average
of 2.6 million views and 41,500 shares
Source: Custom study by Pixability, February 2014

19. Travel brands have created only 6 of
the top 50 travel channels by views
Source: Custom study by Pixability, February 2014

20. Travel brands have built just 5 of the
top 50 travel channels by social shares
Source: Custom study by Pixability, February 2014

21. The Louis Vuitton Channel has 67.8
million views and 65,800 subscribers
Source: http://www.youtube.com/louisvuitton

22. Important tips, best practices, and
strategies for travel brands on YouTube
• Create more content
• Shoot for video variety
• Invest in channel
management and video
optimization
• Engage with your
YouTube audience
• Convert YouTube views
and audience
engagement into sales
Source: Custom study by Pixability, February 2014

23. I hope this helps travel brands deal
with the good, the bad, and the ugly
• Closing credits:
– John Pasmore, Prior CEO
and current board member
of Voyage.tv
– David Waterhouse, Global
Head of Content and PR,
and Louise Tullin,
Marketing and
Communications Director,
EMEA, Unruly Media
– Rob Ciampa, Chief
Marketing Officer,
Pixability