This presentation was delivered at DMA West Tech Summit '23 and covered the ins and outs of leveraging YouTube for the travel industry. Covering topics such as major changes and trends on the platform, the size and reach of audiences, popular short form and long form video options, and where DMO's can see their best output.

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E ng a g e W he re The D e c i si o n M a ke rs Are
YouTube? You Should!
E ng a g e W he re The D e c i si o n M a ke rs Are
YouTube? You Should!

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Key Takeaways
01
YouTube / Your Reach
02
YouTube in 2023
03
Content Creation / Distribution
04
Optimize for the Journey

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YouTube
Reach
Influencing Travelers

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2nd Largest
Search Engine

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2 Billion
YouTube Active Monthly Users

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• Japan – 78 Million
• Pakistan – 72 Million
• Germany – 71 Million
• Vietnam – 63 Million
• Turkey – 58 Million
• India – 467 Million
• USA – 246 Million
• Brazil – 142 Million
• Indonesia – 139 Million
• Mexico – 82 Million
Number 1
Globally
Video Sharing Platform
Global Media Insights

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Source: Statista

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Source: Statista

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14. 64 Percent
YouTube Search
Travelers Watch
Online Video
#DMAWestTechSummit

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80 Percent
YouTube Search Take Action

16. How? / Why?
Let’s Getaway! Research Starts Online
#DMAWestTechSummit

17. Inspiration
Let’s Getaway!
#DMAWestTechSummit

19. Erik Tanner/Contour/Getty

21. Trip / Planning
Let’s Getaway!
#DMAWestTechSummit

23. 50 Percent
YouTube Search
Video Influences
Your Decision
#DMAWestTechSummit

24. Vet / Validate
Let’s Getaway!
#DMAWestTechSummit

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YouTube
Trends
Unpacking YouTube in 2023

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31
31
Dec
Nov
Oct
Sept Feb
Jan
50B
Per Day
Trends 30B

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VS

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Posts
Stories
Posts
Stories

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Content
Creation
Your Best Types

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Be the expert they seek
Virtual
Tours
Destination
Guides
How To
Local Expert

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+ Travel Pros
Best Of
+ Action
Accommodations
+ Inside Scoop
Transportation
Destination Guides
What to cover?

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+ Specialty
Adventure
+ Travel Pros
Beaches & Parks
+ Inside Scoop
Museums
Virtual Tours
What to cover?

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+ Travel Pros
Packing
+ Action
Getaways
+ Inside Scoop
Logistics
How To
What to cover?
+ Resources
FAQs

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User Generated
Content

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Leverage the community
Inside
Scoop
Reviews Travel Vlogs
Local Expert

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User Generated
Content

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Authentic
Content

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Cost-Effective
Content

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Promotional
Content

45. Find Your
Community

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Social
Engagement
Most Followed Social Accounts
Hidden Gems / High Engagement

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Content
Creation
Format & Equipment

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+ Easy
Snackable
+ Specific
Focused
Trends
Short-form

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+ Depth
Guides
+ Encourage
Journey
Trends
Long-form

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+ Focused
Concise + Explore
Chapters
Video
Formatting
+ Mobile
Vertical + Desktop
Horizontal

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Video
Production

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Video
Editing

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Optimize
Distribute
Expand Your Reach

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Optimize
Channel

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Channel Art
Profile Photo
Featured Video

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About Section

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Optimize
Videos

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Optimized Title (100 char)
Optimized Description (5k char)

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Idea Generation
Keyword Research Tools

64. Content
Distribution
#DMAWestTechSummit

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+ Local Picks
Social
+ Inside Scoop
Websites
+ Long Form
YouTube
Create Once
Repurpose Forever

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Recap
01
Focus on Reach
02
Changes in 2023
03
Content Creation / Distribution
04
Optimize for the Journey

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Thank You
Jason Dodge | BlackTruck Media + Marketing
@dodgejd | @blacktruckmedia.com
blacktruckmedia.com | jason@blacktruckmedia.com