Incorporating Vox Pop Content in Your Destination’s Marketing Strategy - Recap

During last week's Wednesday Webinar Bridget Cerrone and Matthew Sourwine from Advance Media NY presented their topic: Incorporating Vox Pop Content in Your Destination’s Marketing Strategy. 

Some insights from the webinar:

• Video is the best way to showcase your destination 
  • People are watching online videos more than ever, double what they were 5 years ago.
  • Consider using unique and different formats to engage viewers.
• Vox Pop - Vox Populi is Latin for voice of the people
  • This video style is unscripted featuring real people, answering questions, sharing opinions and engaging with an entertaining EMCEE.
  • These capture spontaneous and genuine reactions. They are trending all over social media because they match the authenticity that the viewers are looking for.
• Some examples are a myth or fact video, local recommendations for the best dining or bars in the areas, places to visit, places to not to visit, and things to do in your destination. 
• Thought-starters
  • Real visitor testimonials - interview locals or visitors 
  • Cultural and festival highlights 
  • Why visit here series 
  • Travel tips and advice 
  • Hidden gems and local recommendations 
  • Behind-the-scenes perspectives 
  • Think seasonally 
• Why VoxPop? 
  • Authentic content 
  • Easily digestible 
  • Improved trust 
  • Ideal for social media 
  • Emotional connection 
  • High retention rates
  • Appeals to everyone 
• Where to use the video content
  • Website, organic social posts and paid campaigns (YouTube, TikTok, Facebook, Instagram), In-Story Video, OTT Platforms.
• What to know 
  • There is a wide range of what you can do:
    • More production value 
    • More authentic, phone camera and small mic 
  • Use a small team: engaging EMCEE, editors, having someone with a release form for participants, some places need proper permits, video crew a with gear if needed for higher production. You could do this in house or hire a team depending on your resources and goals. 
• Incorporating VoxPop videos can bring authenticity, energy, and a human touch to destination marketing efforts, helping DMOs, TPAs and Tourism Destinations build stronger connections with potential visitors. 

We would like to give our sincere thanks to Bridget Cerrone and Matthew Sourwine for providing his time and valuable insights on vox pop content. You can learn more about Advance Media NY by visiting their website.  

The recording is below and their slide deck can be viewed here.