Today, we’re publishing an eBook by CrowdRiff, “The Modern Tourism Marketer’s Guide to Video,” which explores how destination marketers can best use video to tell their stories.

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Online video has seen massive growth over the last few years, and travelers both in the discovery and planning phases have tuned in to learn about potential destinations and the experiences they can have.

A study from Think with Google found that travel-related content is growing 118 percent year-over-year, according to YouTube data. Meanwhile, a survey from Hubspot found that 43 percent of people want to see more video content from marketers in the future.

And while most marketers are familiar with the major video platforms—YouTube, Facebook, Instagram and Snapchat—these channels aren’t all one in the same in how marketers should approach their video content marketing. At the same time, there are a number of video formats that are becoming more popular with audiences, such as live video, 360 video and virtual reality. Destination marketers need to evaluate which channels and formats works best for their respective audiences and the stories being told.

This eBook looks at just how popular video is with consumers today, and how destination marketers can best leverage video to engage with audiences—and includes direct quotes and tips from industry experts.

Topics covered include:

● The pervasiveness of video in travel marketing today
● What the most popular video distribution channels are
● Emerging video formats
● Examples of successful tourism video marketing campaigns
● What destination marketers have to say about future trends in video

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This content was created collaboratively by CrowdRiff and Skift’s branded content studio, SkiftX.