ixigo video
9 months ago

Ixigo proves Facebook (not YouTube) is the place for video marketing

Sometimes the chaos that is Facebook can actually be a gold mine for travel brands, with even YouTube taking a back seat when it comes to video marketing.

On the one hand, India-based metasearch engine Ixigo’s latest marketing effort (a short clip to showcase beaches to visit around the world) is nothing special, nor particularly slick in terms of production.

Here is the clip on YouTube:

Posted during the second week of January, 11 Unusual Beaches has captured a modest 11,500 views on YouTube.

But Ixigo managed to trigger something in the minds of its “fans” (just short of one million) when it posted the clip to its Facebook page at the same time.

Since it went live the video has been viewed over 48 million times, attracted 481,000 “likes” and 112,000 people have been motivated enough to comment on the post.

The success (if that’s the right word) of the campaign illustrates that whilst YouTube’s open platform can be a marketer’s dream, in terms of simply placing a clip online and seeing what happens, Facebook internal virality around sharing and the ability to see clips on a user’s newsfeed can lead to fundamentally different and unexpected outcomes.

The challenge for a travel brand is in the monitoring of the subsequent discussion, not least when a clip hits the big time.

Even the most enthusiastic and energetic web marketer or social media content manager will have problems keeping up with or responding to 112,000 comments.

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Kevin May

About the Writer :: Kevin May

Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.

He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in late-2016.



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  1. Aloke

    And you still choose to embed a Youtube (and not Facebook) video ? 🙂

    • Kevin May

      Kevin May

      @aloke – ‘cos it’s still easier 😉

      • Aloke

        Click on Options on the video > choose Embed Video from the drop-down > copy paste code generated

      • Logan Lynn Roberts

        Your comment is awaiting moderation.
        Logan Lynn Roberts
        @Aloke while Hosting videos on Facebook natively is AWESOME for cracking the newsfeed algorithm it’s important to remember that while all those views & engagements are cool, they do SQUAT for SEO & site authority which at the end of the day is ultimately they key as we search Google when we really get serious about, well, anything. Those 11,500 YouTube views actually signaled To Google that the video & the brand was something that people wanted to see & then their subsequent behaviors were also taken into account & logged as data in the search engine as well, I.e. Did the viewer click a link for more info in the bio, did they watch the whole video, did they watch other related videos after, did they search for more like-content 7 days later.
        Lastly & maybe most importantly, while Facebook videos can be embedded on any webpage now the fact remains that if you don’t have a Facebook account you can’t see it just like Google can’t see all the action it’s getting.
        YouTube is definitely the best bet on-page. Thanks for the story @Kevin May! It is pretty shocking to see the contrast!


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