By Andrew Carver, Co-Founder, Raindown


There’s good reason to get excited about using video online. At present, YouTube alone has over two billion views per day and 24 hours of video are uploaded every minute. By 2015 Cisco predicts that a staggering 90% of global consumer traffic will be made up of video. As Google US Managing Director of Travel, Rob Torres confirms: “High quality video is the future.” So what are the benefits?

3 Big Benefits

Web video boasts a whole array of tangible benefits for those in the hospitality industry. Here are just three of them:

1. Increases Sales and Bookings

Research has continually shown that video can directly lead to new sales and bookings online. Internet Retailer recently revealed that customers who view product videos were 85% more likely to buy than those who didn’t. Videos have a powerful effect on people’s purchasing choices.

2. Grabs and Retains Attention

People are much more likely to click play on a video than read a page of boring text. Video instantly engages a viewer, connects with them and draws them into exploring the rest of your site.

3. Builds Trust

Transparency is key. Build trust with your audience by enabling them to see, hear and meet you online. Video builds a relationship and acts as virtual face time.

5 Top Tips

How do you capitalise on these benefits and go about producing great web videos? Well here are five top tips to get you started:

1. Keep It Short

Keep it succinct and under three minutes. The average YouTube video is about two minutes 30 seconds whilst some of the most successful viral videos are 30 seconds or less. Having 10 different 30 second videos is often more effective than having one five minute video.

2. Share Your Story

Everyone likes a story and video is a great way of sharing yours. Where and how do you source your food? What’s the tale behind your happy customers? Tim Hayward’s Guardian video series is a good example of sharing stories behind the food and drink.

3. Get Interactive

Interaction is at the heart of any social media tool and competitions are often great ways to generate this. Starting a competition where users can generate their own video content can be a great way of engaging with your audience and driving traffic to your site. Other ways to get interactive include the use of annotated tags or embedded user-generated content such as Fairtrade’s A Fair Story.

4. Keep it Personable

Whilst flashy graphics have their place, the simple power of personal communication should not be underestimated. In a recent interview we shot with Richard Branson for A Good Week, he shared personal insights into what ‘good’ meant to him. Having posted a link on his Twitter page and embedded it on his blog, the video gained 2799 views in just two days.

5. Back it with Budget

Although there’s a time and a place for the rough and ready flip cam, if not done well it can damage your brand’s profile. Quality and style matter so it’s worth getting your videos professionally produced. Invest in high quality and the video will pay for itself.

For more tips and insights about web video follow us on Twitter: @rain_down. Andrew Carver is co-founder of Raindown, a visual production company that specialises in web video and film.