Travel Portland Meetings lead-gen page produced by Digital Edge
Where does it belong? There’s a good argument for landing page videos being above the fold. Unless your video is part of your pleasurable secondaries and stands only supplemental to your overall destination perception and message, it’s a good rule of thumb you’ll want it on top.
How long should it be?
Depending on who you ask, you have about seven seconds (It’s not an exact science) to do the job of capturing your average consumer’s attention. Against common belief: It doesn’t matter, within reason. However, here’s the ticket above all else: Make it compelling. And, if you can, make it quick. Take this in:
65% of people that watch the first 3 seconds of your video on Facebook will watch it for at least 10 seconds, and 45% will watch a video for 30 seconds1. If you’re speaking to meeting planners, consider stating such in the first three seconds. Given the data, it’s a no-brainer, really. If not in the frame of the action, somewhere on the page in clear view.
1. Perusive Films
Let’s narrow it in. In regards to destination features, with video headers, it can be preferable to run shorter loops, touching on the most important, captivating video imagery pertaining to the experiential nature of the promotion itself. On the other hand, for explainer videos, you’ll want to put more of a focus towards getting the point across in cryptic form both for those willing to watch and for those willing to listen (You can’t depend on audio to do the full trick).
Be all that you can be
Include a call-to-action. Consider varying its placement if your video is on loop to ensure you urge the user throughout the entire interaction to interact with your form.
Utilize UGC imagery for site visit campaigns alongside your video to increase the validity of the campaign. Is it the first time? Utilize your social photos or other destination imagery to frame the experience, and focus efforts on creating original content for future campaigns with video production. If it centers around a FAM Tour (put in a link in future to FAM Tour services page when live), be sure you utilize the video for future landing pages, like this promo video we produced for Rapid City or this event production for Visit Park City.
Not running a promotion? Be sure your pages take advantage of your assets whenever and wherever they possibly can and, in some cases, you can do it all in one place.
Analyze your layout. Take advantage of services to get a keen eye on where your consumers are touching your page. Analyze your findings and make adjustments.
When possible, keep your call to action stout and front-and-center.
Keep your fields short. You’re just looking to give them a taste of your destination first. You can deliver further valuables about your destination once you have the lead intact.
It can seem like a lot. We’re here to help you navigate through.