TikTok's Short-Form Video Revolution Gains Traction in Search for Destinations
Photo Credit: TikTok on a phone display. Unsplash / Collabstr
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As short-form video becomes more important to marketing, destinations will need to step up their creativity and adjust their mindset to the new medium, or they will be forced to spend money on hiring those who can do it.
Destination marketing organizations are facing new pressures to adopt digital strategies as TikTok continues to grow and popularizes short-form video marketing in tourism.
Short-form video marketing is becoming more important than ever. “It's definitely an evolution," said Amir Eylon, CEO and President of research firm Longwoods International. "It’s definitely becoming more and more important medium for destinations to get their message out there.”
Digital platforms are pushing short-form video content to users than ever before. Meta and Instagram are prioritizing Reels, YouTube is prioritizing YouTube Shorts and Google is prioritizing video content in its search results.
All these new features are following in the footsteps of the short-form video platform TikTok, which has become a strong player in travel shopping. It’s even taken a chunk of Google when it comes to search in travel. Around 40 percent of travelers over the age of 30 prefer TikTok over Google as a search tool in travel, according to a Portrait of American Travelers, an annual survey by MMGY Global, a travel and
