Consumers view videos as a convenient, easy and quick way to get useful information about a product, service, organization or idea. 

Welcome to another addition of hospitality property school.

Today, I’m going to take a look at creating a video.



In our last podcast, I looked at the benefits of video marketing. If you have not heard it, you can find it at:


As I had mentioned in our last podcast, video is taking marketing by storm, but you’ll have to do more than just make one to realise its full potential.

If it were five years in the future, would you be reading this article or would you be watching it? As online video continues its inimitable rise, it’s an interesting question to ponder.

According to Cisco, a worldwide leader in IT and networking, this year, video will account for 69% of all consumer internet traffic. Video-on-demand traffic alone will have almost tripled.


But is creating marketing videos really imaginable for small businesses?





What do You Need to Consider When Creating a Video?

Contemplate Social Media

Social media’s focus has been slowly morphing from images to video for a while now, with the uprising of video sharing sites like the decade-long dominance of YouTube and recently, the development of Instagram Stories and Facebook Live.


Not only are video sharing platforms being used, but they’re also flourishing.


Consumers view videos as a convenient, easy and quick way to get useful information about a product, service, organization or idea.


Therefore, businesses need to understand that videos provide a special type of easily-consumed, detailed content that potential customers increasingly engage with, enjoy, share and use as an educational step in the buying cycle. It is now up to businesses to create captivating videos to help spread their messages and maximize their customer base. Viewers are standing by.



Shorter is better

The Internet, coupled with the range of portable devices, such as smartphones and tablets, transform every person into a potential guest. Long lost are the days where hospitality properties had to actually find their target audience and hope their properties messages reached them.


For example; print ads. radio & TV ads, billboards)

Now, we have analytical data on narrowed-down possible guests, targeted online ads, landing pages and social sites that clearly and efficiently spread messages to specific groups of people to increase interest.


While the everyday person travels to and from work, shopping centres, events or leisurely relaxes in front of the TV in the evenings, studies show that same person’s mobile device is by their side most of the time, if not, all of the time. This person is certain to browse the Internet on their phone, and when a long article or dense product description seems too boring to read, a short video is often the preferred method of research. Easy to swallow content most often wins the hearts of possible guests.


Short videos are beneficial to hospitality properties because they establish creditability, enhance interest and have been proven to boost bookings. (They are also less expensive to produce.)



Know the technology

Creating marketing videos and online marketing can be very fluid. It is not “one size fits all” and nothing about it is “written in stone.” Technology changes quickly, causing customers behaviours to change. You must be able to make the right changes as needed.


A good piece of advice for any hospitality property owner is to have at least one passionate marketing specialist who can keep your company up-to-date with modern marketing strategies, or hire a competent marketing agency.


Many consumers now look at businesses that are not using current technology as out of date, and might immediately discredit the business as not being trustworthy or legitimate.


According to an Online Publishers Association study, 46% of Internet users who recalled viewing a video advertisement recently took some action after watching the video.


To put it bluntly, if you’re not taking advantage of video marketing right now, you might as well be pointing your potential customers to your competitors.



How long should your videos be?

The first 10 seconds is everything.


20 percent of people who watch videos will close the video within the first 10 seconds.


When a video reaches the 30-second mark, about 1/3 of the original viewers will be gone and by one minute, 45 per cent of the viewers have left and roughly 60 per cent by two minutes.



Here are two of the most important rules for creating marketing videos:

1. The video must immediately capture people’s attention.
2. Marketing videos should be kept as short as possible.


For the video to immediately capture attention, it has to be relevant to the people watching. It should answer a pressing question to provide a solution to a problem.


That is what gives the video value.


Additionally, videos need to clearly exclaim a clear and unique message, but the video must also be condensed, straightforward, intriguing or entertaining, story-focused and leaving the audience wanting more. Leaving viewers eager to take the next step (AKA: a call to action, which should be clearly pointed out in your video).



How Long Should Your Marketing Video Be?

Studies show that when creating marketing videos the so-called “sweet spot” is two minutes, while other studies reveal that the best length for an online video advertisement is only 15 seconds. A large study from 2010 revealed that social video advertisements of 15 seconds or less are shared nearly 37 per cent more than video ads longer than that.


My suggestion? Start by making a video as long or as short as you feel it needs to be. Experiment and analyze the results. An even better idea would be to create one video 1 to 2 minutes long and then a condensed version of 15 to 30 seconds, and see which video gets more engagement, such as shares, comments and clicks.



Most effective places online to put short videos

Company blog
Email marketing
Social media sites
Online advertising


In Conclusion

A video should not be too long, be clear and creative and used in all your marketing. Don’t be afraid to be experimental and analyse results as you progress.


Before you leave, I would like to invite you to a 

“How to Grow Your Hospitality Property Business with Video” Webinar



If you have any interesting stories about creating marketing videos and would like to share or have any questions or feedback you can leave them in the comments section of the show notes.


You can find them at:


That’s it for this session of hospitality property school.

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So, as always, let’s work together to put heads in your beds.

Until next time, have a fun day.



Hospitality Property School is a division of Keystone HDC