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Why Visit Savannah is Banking its Video Strategy on Facebook


Skift Take

With Facebook giving more juice to posts with high-quality videos, it’s no surprise that travel brands are opting to create short, snackable content specifically for the platform.

This content is created collaboratively by Skift and Travel Channel.

Visit Savannah has enjoyed great success with its Savannah Shorts series – to date, 23 videos produced specifically for sharing via Facebook and Instagram.

“We have learned so much from the short-form videos we have been producing,” notes Jeremy Harvey, Visit Savannah’s Vice President for Communications and Marketing, “Our goal, to be sure, was to produce ‘short, snackable and shareable’ – but that’s not to say I wasn’t also skeptical that videos of such short length would work in engaging our audiences or telling a compelling story.”

What Harvey and his team have in fact found out is that viewers respond very positively to the immediacy of Savannah Shorts pieces, and to how much they capture authentic moments in time from all around the city. “The Shorts videos offer our audience – locals and prospective visitors alike – a glimpse into Savannah and a brief escape from their day-to-day lives.”

The choice to create the videos specifically for Facebook was a two-pronged decision.

For one, Visit Savannah’s Facebook following dwarfs its YouTube subscriber base, at almost 170,000 to less-than 1,000, respectively.

Even more importantly, Visit Savannah wanted to take advantage of Facebook’s algorithm change from last year that gives higher priority and greater organic reach to video and link posts. To date, the Shorts videos have racked up 200,000 views since first launching in March 2015.

Thanks to the success of the series, which was produced entirely in-house, Harvey sees a lot more video in Visit Savannah’s future. “We are looking to get even more creative going forward, and to find new ways to inform and entertain. And with the changes Facebook and other social sites have made that give more prominence and priority to video, it’s a great time to jump in.”

View some of the videos from the Savannah Shorts series below.

Leopold's Ice Cream

One of the most popular and delicious things to do in Savannah is stroll down Broughton Street to Leopold's Ice Cream. There are so many amazing flavors, and then you have to decide will it be one scoop or two? Check out our trip to Leopold's in our latest Savannah Shorts video.

Posted by Visit Savannah on Thursday, April 2, 2015

Bonaventure Cemetery

Without a doubt, Bonaventure Cemetery is one of the most beautiful and peaceful places in Savannah. Under the spanish moss canopy, the cemetery is rich in history and mystery along with stunning sculptures. See for yourself by watching our latest Savannah Shorts video.

Posted by Visit Savannah on Thursday, June 4, 2015

Moving Images explores the new era of travel video, from new platforms and technology to best practices from forward-thinking brands and content creators. View the full dashboard.

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