“Bieber Fever.” Everyone has heard of Justin Bieber right? Well, the only reason Justin Bieber is where he is today is simply because of one video sharing website, YouTube. Bieber was a YouTube sensation; he had millions of viewers who were drooling over him and all they wanted was more and more video. So, he listened to the raving viewers, got picked up by R&B star Usher’s manager, and the rest is history.So, the point of this anecdote isn’t to show that we can all be overnight YouTube sensations like Justin Bieber, but rather to prove a point that there are tools out there that can be utilized to turn nothing into something. Video or “vlogs” (Video web LOG) is quickly becoming the number one way to reach an audience or potential consumers. The reason video is so captivating is the fact that the consumer can become emotionally attached in numerous different ways. You can engage an audience through body language, senses, and creativity. While audio only allows us to hear the message, video allows us to interact through facial expressions and body language, which helps the viewer trust the content as well as the deliverer.
We all have our favorite videos that we love to share with our inner circle, but the greatest success of videos is how they reach people in our outer circles. Once a video is searched, either on YouTube or on a blog, it is then shared or reposted by people who find an interest it. Then, it is passed on and on, and by the end of the day thousands and even millions of people have viewed it, commented on it and most likely shared it with a friend. Video has the capability of making connections with people and an everlasting impression; this is why we love to watch the same videos over and over, because they bring back those same feelings we felt the very first time we ever saw it.The most critical part of any social media strategy is to understand completely how it can benefit both you and the audience. You can already see the impact video has on someone and how quickly it can be shared, but the hard part is deciding what to make your video about. The Hospitality Industry can benefit from video whether it is a hotel, restaurant, catering business or even a blogger with a passion for the field. Video can help transform an intangible service or product into something substantial that viewers can connect with on a different level. For instance, taking a virtual tour of a hotel before booking a room to get a feel of what the hotel is truly about; or updates on trends and new changes a restaurant is implementing such as going green and using sustainable products. Seeing rather than hearing goes a long way. It allows the viewer to see with their own eyes exactly what you want them to, rather than the viewer creating a false image in their mind.
YouTube is quickly becoming the second largest search engine on the Internet; will hotels and other hospitality industry services fall behind if they don’t start keeping up with the trend? Will video become the new way to communicate over audio and text?
As a potential customer, I flavor those hotels or restaurants that provide video clips of the property. Through video, I receive more insights about the company such as room, facility, overall space and atmosphere. I often make decision base on video because I know what to expect. The beauty of video is customers get to know you better. They have a stronger attach to the brand. Through social media, video can be spread out easily and fast. If the video is good, it stays in people’s mind longer. However, properties can be changed, so you have to make sure the video is updated. Customers will be disappointed if they find out they saw a false video. A bad video stays in people’s mind more than ten good video. I think the biggest challenge that the hospitality industry face is how to stay current with the video and how to use video effectively to promote the brand.
ReplyDeleteSandy, I completely agree with you that when companies use video it helps the consumer visualize the atmosphere, which can be a deciding factor especially for hotels, catering halls, etc. Also, video does help you better understand what you can expect because it literally shows you rather than just hearing it and imagining what to expect. Lastly, your point about properties updating means that videos need to be updated is extremely important and valuable. You want the consumer to be able to research the company and see for real exactly what the company looks like at that very moment, not from a few years or months back. Keeping current is critical, and I am glad you bring up this point.
DeleteIt is really incredible how fast a “nobody” can become a “somebody” so quickly due to just posting a video. It is pretty funny if you compare Justin Bieber’s career with Rebecca Black’s. Only thing it take is one video to be posted and it could take you off on a road you never knew. In the professional business video can be very useful. While words can take you very far, images can take you even further. It is one thing to write words about a gourmet restaurant it is another to show you it in video. With how fast technology has been rising recently it is not going to be long before 3D videos are going to be the normality for the video world.
ReplyDeleteIt is amazing to think of these YouTube sensations and how their careers started over one video on the internet, but the reality is that it can happen! I agree that video will eventually be the norm for our society, already considering how fast it has grown over these past years. YouTube is the second largest search engine on the Internet, which clearly shows that people rather see something their searching, rather than just hear it.
DeleteWith YouTube becoming one of the fastest growing vlog and video sharing websites in the world, it is important for hospitality companies to become a part of this latest trend. Creating videos that promote the services offered at your establishment allows viewers and potential customers to be immersed into destination without physically being there. As stated in the video, 70% of people remember what they see and hear, and with YouTube having the features to allow companies to utilize both sight and sound it comes as a top marketing tool for hospitality companies. If restaurants and hotels create clips of their establishments, it then allows the potential customer to get an intimate view as if they were there. This will eventually make video the number one communication tool because people want to be able to hear and see something before they experience it. Video is also capable of including text and audio, so that is another plus in using it.
ReplyDeleteDominique, I also was impacted by the statement that 70% of what people remember is what they see and hear because it just shows the impact of what video can really do for businesses and consumers as well. I know personally, that I like to see what I am in for before I book a hotel or make a reservation at a restaurant. Yes, word of mouth is also a good way to go about things, but quickly searching for a video on YouTube to see the inside and outside of a hotel can help make my decision easier and more reassuring; it sets up less disappointment in the end. Lastly, another good point you make is that video can combine both tools of text and audio, which makes video even that more powerful.
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