The Insight Files
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Consumer trends and news curated by Tourism Australia
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How video influences travel decisions

How video influences travel decisions | The Insight Files | Scoop.it

Google has shared some interesting figures on travel and YouTube showing how consumers engage with video when researching and planning trips. The figures are from research that Google carried out with Ipsos MediaCT, revealing that many of the reasons consumers are watching video online are often travel related. For example, 27% view clips to relax or escape, 45% to be entertained or inspired and 14% to pursue a hobby. When it comes to trips and holidays, almost 50% of travellers use online video in some shape or form before they decide where to go on holiday.


  • 65% use video when thinking about taking a trip.
  • 48% when thinking about the type of trip to take.
  • 67% consult it when choosing a destination.
  • 67% when choosing activities within a destination.
  • 63% when deciding on accommodation within a destination.


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Photos and video drive the most engagement on social media

Photos and video drive the most engagement on social media | The Insight Files | Scoop.it

Forty-two percent of all Tumblr posts are photos.

 

Photos and videos on Pinterest refer more traffic to brand websites than Twitter, StumbleUpon, LinkedIn and Google+.

 

As these stats from a new M Booth infographic show, visual storytelling is one of the most powerful ways brands can engage customers online.

 

Not convinced your brand should begin churning out more images than text updates? See how visuals fare on some of the major social networks:

 

- Facebook

People share videos 12 times more than links and text posts combined.People "like" photos two times more than text updates.Photos and videos drive the most engagement on Facebook's top 10 brand pages.

 

- YouTube

Users share 700 YouTube videos on Twitter each minute.100 million users take a social action on videos every week.

 

- Instagram

Facebook reach 100 million users in four years, but Instagram is on pace to beat it.

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The most viewed travel YouTube videos of 2015

The most viewed travel YouTube videos of 2015 | The Insight Files | Scoop.it

With nearly 88 million YouTube views, Air France's "France is in the air" is the most viewed travel video so far this year. Google and YouTube recently compiled the most viewed travel videos of 2015 - of the top 10, four come from airline or aviation related companies and three were produced by hotel or hospitality companies. The ten videos combined nearly 170 million YouTube videos alone. Watch the ten videos here.

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