In today's fast-paced digital landscape, it's hard to escape the undeniable truth: short-form videos are ruling the roost across all social media platforms. But why? Well, data reveals that our attention spans are dwindling, and in the midst of this, short-form videos are reigning supreme.

According to the Sprout Social Index™, consumers find short-form video a whopping 2.5 times more engaging than long-form video. Moreover, Instagram Reels boast the highest reach of all media types on the platform. So, what does this mean for hoteliers? It spells out a significant shift in how consumers discover properties and brands.

Research indicates that 40% of U.S. travelers aged 30 and older prefer TikTok over Google when researching travel, showing the growing importance of short-form video in the travel sector. Deloitte Insights further highlights that 42% of Gen Z and 26% of Millennials utilize short social video content in planning their travel itineraries. Not to mention, 64% of the ICYMI community has cited short-form video as their content focus in 2024.

The Opportunity: Video as Storytelling

As the saying goes, a picture is worth a thousand words, but a video? It's priceless when it comes to conveying emotions and narratives. For hotel marketers, creating an emotional connection with guests before their arrival is paramount, and short-form video serves as the perfect canvas to showcase the full experience of a property across various platforms.

How To: Ideas for Your Property

The possibilities for content creation are endless. From aerial views of the property to close-ups of signature dishes, hotel marketers should curate their short-form video content library with the audience and platform in mind. For example:

• Share employee stories on LinkedIn to exhibit company culture.

• Capture golden hour pool vibes on Pinterest for a shareable moment.

• Highlight unique architectural features and lobby entrances on Instagram.

• Offer neighborhood guide content on YouTube for a unique perspective on the location.

• Activate the essence and spirit of F&B outlets on Instagram.

For new hotel openings, especially for emerging brands, having an abundance of video content is essential to educate guests about the experience and purpose.

Striking the Balance: Quantity and Quality

Balancing quantity and quality is crucial for hotel marketers, even in the luxury segment. While a high volume of short-form video content is necessary to sustain efforts throughout the year, authenticity and participation should not be sacrificed. Short-form video thrives on authenticity, so keeping it real is key.

Don’t Get Left Behind: All Channels Are Favoring Short-Form Video

Short-form video isn't just a social media trend; it's a phenomenon that's shaping marketing strategies across all channels. Whether it's organic social, social advertising, SEO, web content, or email marketing, video reigns supreme.

Bottom line: Short-form Video Is Fueling Discovery (and Bookings)

Short-form video isn't just about inspiring travelers; it's driving bookings too. Case in point: Equinox Hotel New York witnessed an 81:1 return on ad spend (ROAS) using short-form videos in social advertising. The luxury lifestyle hotel leveraged original video content to bolster key activations, resulting in remarkable ROAS figures that outperformed evergreen content.

As audiences increasingly rely on mobile devices and seek seamless booking experiences, hotels must embrace short-form video to capitalize on this emerging sales funnel. After all, in a world where attention spans are shrinking, capturing attention with compelling visuals is the name of the game.