Africa Travel Week

Embracing video to build your brand in times of uncertainty

When it comes to content, video is still king. In fact, consumers are 27.4 times more likely to click-through online video ads than standard banners. Producing a set amount of videos per month may seem daunting, but there’s no doubt that if you get it right it will help you to connect with consumers and build a stronger relationship with them. So, how do you build video into your strategy? Carry on reading for our top tips…


The first thing is to develop a robust video strategy. This will ensure you don’t run out of steam a few months into creating videos, and will allow you more time to plan the content you want to share with your audience.

Decide on what you want to provide via your videos and how this ties into your business. For example, a hotel may want to provide in-depth room tours and local recommendations for places to eat and things to do. An airline may want to share their traveller journeys and some of the unique perks they offer to their customers.

It’s important to remember that you are a brand, not an individual, so only plan content that is in line with the rest of your marketing strategy and brand image. Social media moves fast, so it can be tempting to jump on trends, but it’s important to only do this if it feels natural to your brand and you know your audience will enjoy the content.

If you’re really stuck for video ideas, why not look in the calendar for some key events that you can theme your content around? You could also decide on a monthly theme for your content and plan your videos around this to keep things consistent.

While planning your video strategy, also make note of any common aspects you would like your videos to have. For example, video length, aesthetic, soundtracks, colour schemes, fonts. Keeping these to hand will make briefing your videographer a lot easier and ensure that what they produce is exactly as you envisioned it.

You may already have some video content available to you, why not have a watch through the files you already have and brainstorm some ways you could re-cut the footage and share it with your audience during these quieter months?


Many brands don’t have the capacity to film and upload video themselves, and if you’re in this boat it may be worth trying to find a freelance videographer that you can outsource these tasks to. If you are going to outsource your video production, provide the videographer with brand guidelines and a details description of what you want your videos to be. If you’re flexible on the exact shots, describe to them the purpose of the video and what you want people to gain from watching it. This will help them to get the right shots and deliver something that you love, especially as we continue to work from home.

If you are able to create video in-house you will be able to maintain a much closer relationship with your videographer. This will be beneficial if you are planning to produce a higher volume of video content, and you will be able to discuss video ideas and plans a lot more frequently.


There’s many places you can publish your videos, from your own website to Social Media apps like YouTube, Facebook and TikTok. Select a mix of channels that you know will resonate with your audience. If you already have a loyal Instagram following, why not share more videos there via IGTV or Stories?

Although new platforms like TikTok may seem daunting to jump onto, they can be a great way to show a more human side to your business. People have a natural sense of curiosity, so sharing the behind-the-scenes of how you operate can be endearing to them. This could be as simple as sharing a quick clip of your work from home situation, or maybe even an insight into how you usually interact with your customers/clients?


Once you have started to upload your content, the most important thing you can do is engage with your viewers. Replying to their comments helps to build a sense of community and will give you an insight into what they like (and maybe don’t like) about the content that you’re sharing with them.

During uncertain times having a real connection with your customers/clients is really important, and maintaining that bond can be the best way to ensure that you bounce back once travel restrictions are lifted. Video content is an easy way to stay engaged, and even attract a new audience.

We hope you’ve found our tips helpful, we look forward to seeing your video content on our social media feeds!

This article first appeared on our sister site,

Africa Travel Week

Africa Travel Week (ATW) focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector as well as travel technology. Shows include: ILTM Africa, WTM Africa, EQUAL Africa, ibtm AFRICA, Travel Forward, Sports & Events Tourism Exchange and African Tourism Investment Summit.