Expedia YouTube Becomes Most Watched & Subscribed OTA Channel

Expedia, an expert on great escapes around the globe, came to PACIFIC with an expansive video library of vacation destination travel guides. The videos were informative and entertaining, but weren’t getting views or interaction from the YouTube community.

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).

Strategy

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.

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Implementation

Next, our in-house content team began creating custom copy for each video caption. The captions included these best-practice elements:

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.

Analytics

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).

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