It was our task get these incredible videos seen. That meant not only make the videos more search friendly, but growing social interaction and sharing as well.
We had to start by viewing YouTube as what it really is–the second-largest search engine in the world (after Google).
After performing an analysis of the channel and of competing online travel agencies (OTAs) on YouTube, we developed a thorough SEO strategy that included optimizing titles, tags, captions, and more. Simultaneously, we engaged a technology firm to build a proprietary ranking tool to examine YouTube search results, because there was previously nothing similar available on the market.
Next, our in-house content team began creating custom copy for each video caption. The captions included these best-practice elements:
- Detailed descriptions
- Relevant keywords
- Links to Expedia’s social media channels to make content easily shareable
- Links to book travel to the featured destination in the video
PACIFIC also opened up the commenting function on YouTube. The comments had previously been disabled because there wasn’t an effective communication strategy in place. PACIFIC’s social media team monitored and responded to comments regularly.
Through commenting, we built relationships with Expedia’s audience and fielded requests for destinations the viewers wanted to see featured.
This aided in the creation of future videos and led to a building similar strategy for Expedia’s Vimeo account.
Expedia is now the most watched and subscribed to online travel agency channel on YouTube with over 87,000 subscribers (Priceline: 1,848 subscribers, Hotwire: 426 subscribers, Orbitz: 891 subscribers).