Unlocking the Power of Short-Form Videos: A Guide for Tour Operators

Video marketing has become increasingly important for tour and activity operators looking to reach new customers and drive bookings. I mean, who else has accidentally spent hours watching TikTok or Instagram Reels? 

Incorporating short-form videos into your social media and other marketing channels offers a huge potential for growth. For best practices and tips to get started — check out our TikTok checklist on FareHarbor Compass.

In this blog, we’ll break down key insights from a recent episode of the Growth Powered by FareHarbor podcast focused on short-form video strategies. We’ll look at why these videos work so well, the best types of content tour and activity operators should be making, and road-tested tips to maximize your results.

See below for how FareHarbor client, Get Up and Go Kayaking, using Instagram Reels! 

 

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A post shared by Clear Kayak Tour Silver Springs (@getupandgosilversprings)

Why short-form video is so effective

The internet and social media have been major contributors to today’s shrinking attention spans — and this means short videos are thriving. Viewers want engaging content that is delivered quickly and concisely.

This phenomenon is one of the many reasons TikTok has skyrocketed in popularity. This format of content caters perfectly to this appetite for brevity. Videos are capped at 60 seconds, which forces creators to get to the point fast.

As Tristen Johns, Digital Strategist at FareHarbor, explains:

“Brevity and attention span are obviously huge points [to its popularity]. It’s much less of an ask for someone to watch a short video than it is to watch a longer form video.”

Short videos simply require less of a commitment from viewers. And, on the creator’s end, it’s a much lower lift to consistently produce quality content.

Optimal short-form video content

When it comes to content, Rebekah Costley, Enterprise Account Manager at FareHarbor, emphasizes the power of “day in the life” style videos for operators:

“Hands down, what I see as most effective is the itinerary format, where an influencer or tourist is saying, ‘Come with me on my day in Denver, Colorado’ and we’re following along with them through a voiceover with video of what they had for breakfast, the activity they did, where they went for dinner, etc.”

This format allows potential customers to envision themselves enjoying your tours and activities as well as your local area. It’s highly engaging, shareable, and optimized for platforms like TikTok.

Including footage of happy customers also helps potential buyers visualize the experience. As host and FareHarbor’s Head of Community, Shane Whaley, notes,

“We want to see guests enjoying themselves on the experience because that’s the bottom line, isn’t it?”

Behind-the-scenes videos work well too, especially as you build a following. Give viewers an inside look into what it’s like to work at your business: showcase your guides, operations, and personality.

Quick Tip: Remember to capitalize on the amazing visuals you likely have access to already. A simple 10-second clip of a beautiful landscape or wildlife can easily capture the attention of potential and repeat customers.

How to maximize engagement

The sky’s the limit when it comes to the content you create on TikTok or other social media platforms. 

Here are a few ways you can get the most from short-form video:

• Post at least 1-2 times per week to start on each platform like TikTok and Instagram. You can increase frequency as you build engagement.
• Use a scheduling tool like Hootsuite to organize cross-platform posting and stay on top of your content calendar.
• Limit hashtags to 3-5 super relevant tags per post.
• Utilize trending sounds and keep videos under 60 seconds.
• Include text like your business name and descriptive captions for searchability.
• Cross-promote your other social profiles and website for booking conversions.
• Analyze performance and continuously refine based on the metrics.
• Remember to HAVE FUN with the content you are producing. 

A few final thoughts from our TikTok experts

As our in-house experts emphasize, you don’t need fancy equipment or skills to make quality content. Modern smartphones provide everything you need to start creating effective short videos.

You should focus on highlighting your experiences, locations, personalities, and happy customers. This casual, fun approach is highly popular on platforms like TikTok and Instagram. And note, don’t be afraid to take inspiration from trending formats across industries.

In order to excel on any social platform, consistency is key. A thoughtful short-form video strategy can attract new audiences and boost your bookings better than ever before.

What short-form video tactics are you finding success with? Share your experiences in the FareHarbor Client Community