Should Hospitality Dive into the Video Trenches? Examining the ROI of Video-Based Social Media for Australia.

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In the age of TikTok trends, YouTube influencers, and going viral, the pressure to create engaging video content can seem overwhelming, especially for organisations like clubs and pubs. But before dismissing it as a time-consuming fad, let’s explore if venturing into video-based social media channels like TikTok, YouTube, and Snapchat could benefit the Australian hospitality industry.


Pros: Powerful Storytelling and Wider Reach

Visual Appeal: Video captures attention instantly, showcasing your venue’s atmosphere, facilities, and unique offerings in a vibrant, immersive way. Imagine breathtaking drone footage of your surf beach or the electrifying energy of a packed sports match.
Emotional Connection: Videos foster deeper connections by engaging viewers on an emotional level. Humorous behind-the-scenes clips, staff introductions, or heart-warming member testimonials can build a sense of community and belonging.
Algorithm Advantage: Platforms like TikTok and Instagram/Facebook Reels prioritise video content, potentially boosting your organic reach and attracting new audiences beyond your immediate circle.

Cons: Time, Resources, and Authenticity

Content Creation: Producing high-quality videos requires planning, filming, editing, and potentially investing in equipment. If resources are limited, striking a balance between quality and frequency can be challenging.
• Authenticity is Key: Staying true to your brand’s identity and avoiding forced trends is crucial. Inauthentic content can backfire, and chasing viral trends might not resonate with your target audience.
• Measuring ROI: While engagement metrics and website traffic are valuable, directly attributing bookings or membership sign-ups to video content can be complex.

Making the Most of the Medium:

For Australian hospitality venues, the decision to embrace video-based social media shouldn’t be a binary one. Consider a strategic approach:

• Start Small: Begin with low-effort formats like Instagram Reels or TikTok before investing in elaborate productions. Experiment with different content types and track their performance.
• Leverage Community: Feature members, local talent, or staff in your videos, creating a sense of community and encouraging user-generated content.
• Repurpose and Cross-Promote: Share snippets of your YouTube videos on TikTok, Instagram and Facebook through reels and stories, maximising your content’s reach across platforms.
• Focus on Engagement: Respond to comments, answer questions, and run interactive polls to encourage dialogue and build relationships with your viewers.

The Bottom Line

For Aussie hospitality businesses, video-based social media has the potential to be a powerful tool for building brand awareness, attracting new customers, and fostering community.

However, it’s not a magic bullet!

Carefully evaluate your resources, target audience, and content goals before taking the plunge. Start small, prioritise authenticity, and focus on engagement to maximise your return on investment. Remember, even a well-made video with limited reach can spark interest and positive word-of-mouth, ultimately contributing to your overall success.

By approaching video content strategically and focusing on building genuine connections, you can leverage this dynamic medium to stand out in a crowded market and create lasting impressions on potential guests.

If you’re thinking of getting into the video of it all and need a hand, get in touch with our digital marketing team. Email today to enquire about what’s involved and whether video can work for your venue.


If you’re still reading, here are some additional tips to help your video strategy succeed:
• Highlight your unique experiences and events.
• Showcase your commitment to community support.
• Offer exclusive promotions or discounts through video content.
• Use relevant hashtags to increase discoverability.

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