Tourism Marketing


Are you new to the world of video content creation on social media? Don’t worry, I’ve got you covered! 

In this blog, I am walking you through the 5 essential steps on how to get started and make a powerful impact with your video content on apps such as Instagram, TikTok and Facebook. Whether your goal is to gain more followers, convey specific messages to your audience, or simply experiment with different trends, this is where you should begin.

Step 1: Define Your Purpose and Goals

To kickstart your video marketing journey, it’s crucial to determine your purpose and goals. What do you want to achieve with your content? Are you aiming to attract a larger audience, generate engagement, or build brand awareness? Clearly defining your objectives will guide your video content creation process.

For example, if you work for a destination that has beautiful hiking trails that you’d like to showcase, make sure you use the best short form videos that you have available. You can also take a look at what other creators have posted on their profiles while they were visiting your destination, and ask them if you can repost their content on your profile. This is a great way to engage with your audience and generate lifelong participants.

Step 2: Research Popular Social Media Platforms

Once you’ve established your purpose and goals, delve into researching popular social media platforms like TikTok, Instagram and Facebook. Understanding their algorithms is key to comprehending how they recommend videos and what content resonates with their users. 

While TikTok, Instagram and Facebook offer similar features when it comes to sharing video content, it’s important to recognize the distinct preferences and nuances of each platform. For example, an audio that is trending on Instagram, may not be trending on TikTok. It is important to curate your content based on the platform and change certain elements depending on where you are posting it.

Step 3: Study Successful Creators and Trends

Learning from successful creators can provide invaluable insights and inspiration. Start with analyzing their strategies, techniques, and storytelling approaches. Then, carefully plan your own content ensuring it aligns with your brand and resonates with your target audience. Consider incorporating the latest trends while maintaining your unique voice.

It is also important to keep an eye on video content that is trending on various social media platforms. One of our proudest achievements was a reel we posted on Instagram, which garnered over 250k views, and featured stunning footage from our Facing Waves Film Shoot in Dominica. We leveraged a viral trend that emerged in the first few months of 2023, capitalizing on its popularity.

Click here to see the reel!

Step 4: Start Producing Videos

Start by using your phone, a GoPro or any good camera to capture fun, engaging bits of video to use in reels or TikToks. All of our partners are delivered “Hot Shot” galleries of royalty free video of their destinations, but it is key to find a source of your own to use.

Next, figure out where you want to edit your videos. Video editing may seem daunting at first, but acquiring some basic skills can greatly enhance the quality of your content. Experiment with user-friendly softwares like CapCut and Canva, which are ideal for creating engaging Instagram reels and TikTok videos. 

Learning how to capture and edit videos effectively will allow you to produce visually captivating content that stands out.

Step 5: Embrace Analytics and Engage with Your Audience

Once you start posting video content regularly, don’t forget to monitor your analytics. Tracking key metrics will help you understand what resonates with your audience and help guide future content decisions. Additionally, you can engage with your fans by replying to comments and sharing content from other creators. Building an interactive community will foster loyalty and strengthen your online presence.

At Heliconia, our digital marketing team uses Sprout Social to track all of our analytics for our partners. We absolutely love this platform, and it can be a fantastic investment for your own digital marketing team. 

Final Thoughts: Why Choose Videos as a Marketing Tool?

At Heliconia, our digital marketing team recognized the power of video content early on. As TikTok gained popularity and Instagram introduced reels, we understood the need to deliver engaging videos to captivate our audience on social media. 

By studying successful creators, keeping an eye on trends, and tracking our analytics, we successfully increased our video content production. Embracing video content can unlock immense marketing potential for your destination or brand. 

Through compelling visuals, engaging storytelling, and strategic execution, you can forge deeper connections with your audience, elevate brand awareness, and achieve your marketing goals.

Work with us!

Our production and digital marketing teams have worked with destinations all over the world. When you work with us, you will have access to hundreds of royalty free photos and videos that you may use for your social media content! Click here to schedule a call!

McKenzie Dolan is Heliconia’s Social Media Manager, and has a diverse background in the fields of marketing, branding, and digital strategy. With a passion for driving business growth and creating impactful outdoor adventure campaigns, McKenzie has consistently delivered outstanding results for Heliconia’s influencers. Every month, McKenzie oversees approximately 700 pieces of social media content on 30 different social media profiles. In addition to tracking analytics on Heliconia’s social media profiles for our brand and tourism partners, McKenzie is also responsible for studying various trends, and handling the creative vision of our social media campaigns.