The Value of Short-Form Video

Circ has been leveraging the value of web video in making short-form videos for our partners.  The approach is “light-weight” shooting on the fly with a focus on telling an authentic story that is not over produced. We see on our web sites that our users are trying to validate the brand experiences being sold to them by our partners. They seek it through reading the available press on the business and what the broader travel community is saying on TripAdvisor.

Our videos are meant to target this behavior, giving the view an overview of what they should expect and hopefully move them to connect with the partner to engage in the experience.

Once the videos are launched they are a great content asset to syndicate through our various marketing channels and that of the partners.  You can see below how in Facebook alone we achieved thousands (6K+) of views and great engagement over just a few days.  The comments enable us to validate these viewers are brand evangelist and prospects, we are not just entertaining the masses.