January 2, 2019

Tourism, Travel can benefit from Long Form Music Video

TONY TREADWAY

O.K., you’ve got me. I spend a ton of time in front of a laptop screen developing content, copy and strategies for a variety of clients across the globe. Now, some who spend too much time in front of a screen require absolute silence. Not me. My roots as a disco DJ and radio jock has left me fatally flawed. Silence makes me crazy, even while I sleep. This friendly addiction has given rise to an inspiration.

In a world of 15 and 30-second video messaging… go in the other direction. I love music of almost any type and am thrilled by beautiful exotic places. That has given rise to a near constant background screen YouTube video of longform music with extraordinary custom tracks by modern DJs who fill in their heavy electro-beats with to-die-for Caribbean destinations. These are videos of up to two hours, not 15 seconds.

By 2021, a million minutes (that is 17,000 hours) of video content will run through global IP networks every second.

For me, I am more productive, more creative and happier with music—and now video (even if I am not totally focused on the motion) playing while I work or on screen at home. In a moment when I am not banging out an idea in text, I will click to the other screen—love watching for a minute, then go after productivity even harder.

Kindred spirits, especially within Gen Z and Millennial demographics are voracious consumers of videos at home and work. Forbes magazine reports that more than 500 million hours of videos are watched on YouTube each day. By 2021, a million minutes (that is 17,000 hours) of video content will run through global IP networks every second. Cable cord cutting in the U.S. only contributes to this extraordinary trend and opportunity because viewers of video retain 95% of messages they see in motion and hear, compared to 10% when reading it in text.

The central theme of these longform music videos trend is aspirational travel. I am seeing views of 7-to-10 million on the ones of my current addiction. Truly anyone with a cool product should consider a longform video as a supplement to their 15 and 30-second pre-roll inventory. From people having fun at a resort with an inspired music track to an extended demo of product features a longform video should be part of the media mix. For travel, mixing in some appropriate product placement (e.g. watercraft, camping gear and wearables) could also be part of co-marketing partnership that could offset some of the cost of production Here’s a shortform prototype we recently completed.

Our agency’s experiments in this arena have drawn thousands of online hits in a shorter form. Promoting a destination through GoPro motorcycle rides along various mountains routes has earned clicks worldwide and enticed thousands of motorcyclists to visit the destination with demonstrated ROI. People with a specific travel passion can be drawn to a longform video on YouTube like bees to honey.

In the coming months I’ve got a feeling that we will produce one of these longform videos and experiment with the power of longform video. I will keep you posted.

NEWS