Rob Pitingolo from TripHacks DC posted a short form video every day for 62 days across four different channels: TikTok, Instagram Reels, YouTube Shorts and Facebook Reels. On TikTok alone, TripHacks DC received nearly four million views and over 6000 new followers.
But did the views and followers translate to bookings? In January, just 62 of those who visited TripHacks DC’s TikTok profile proceeded to follow the link to the website. So what’s the actual value of a view, like or follower? When, as Pitingolo observes, “each upload is like pulling the handle on a slot machine,” is it worth the investment of time and energy?
“Short video will get more eyeballs on your content than any other medium,” concludes Pitingolo. “But for tour operators I think converting those eyeballs into tour customers is a much steeper climb than with other forms of content marketing.”
Driving Bookings from Vertical Video at Arival 360 | Berlin
So you have your vertical — or short form — videos, now what? How do you use that attention to drive bookings? Arival will be digging deeper into this topic at Arival 360 | Berlin in a dedicated session led by travel influencer Ravi Roth and founder of Hype Collective Simon Lucey. The breakout session will cover trends with TikTok, Instagram stories and YouTube shorts, and offer guidance on adopting a future-focused strategy.
Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.
Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.