Video ads for travel brands do not have to be expensive. See also the available formats on YouTube Ads.
The footage you already have
Tourism boards, cruise lines, hotels and parks often have a brand video, drone footage, event clips or material from partners. It usually sits on a server, while it is perfectly usable for advertising. A new production is not always needed to make strong video ads.
Start with an inventory: what footage do you have, who holds the rights, and which moments best show what makes your brand unique?
Each channel its own format
A video that works on YouTube does not automatically work in Instagram Stories. Adapt it per channel:
- Reels, Stories and TikTok: vertical (9:16), short and fast, with the strongest shots in the first seconds.
- Facebook and Instagram feed: square or 4:5, so the video takes up more of the screen.
- YouTube: horizontal (16:9), with room for a longer story, plus short versions for skippable ads.
Reframe the footage so the subject stays in shot in every format.
Shorter is often stronger
From a video of a few minutes you can cut several short ads. Choose one message per version: the nature of a destination, the restaurant on board, a new attraction, an offer. That way you can show different audiences a different video.
Subtitles and on-screen text
Many people watch video on social media without sound. Add subtitles to any spoken text and show the key message on screen: where, what and possibly a price or date. For the Benelux, make Dutch and French versions, and English ones for international audiences.
Test and improve
Launch several versions at once: different opening shots, different lengths, different copy. After a few days you will see which versions keep people watching longer and get more clicks. Shift the budget to those and create new variations of what works.
When is new content needed?
Sometimes footage is missing: a new attraction, a new ship or a season you have never filmed. A short shoot or a collaboration with a creator can fill the gap. The principle stays the same: one shoot, many formats.
FAQ
Can we use footage from partners or a tourism board?
Only if you have the rights to use it in advertising. Always check before you start.
How long should a video ad be?
For Reels, Stories and TikTok, short videos usually work best. On YouTube they can be longer. Test different lengths.
Do we need professional editing?
Careful editing helps, but a short, honest video can work just as well on social media as a polished commercial.
Read more about video ads on the Content & creation page.