Social Content Opportunities for the Travel Audience on TikTok in Q1 2023

Key Takeaways

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Top content opportunities in Q1 for the Travel audience on TikTok includes:

• Calming Nature Shots

These videos capture the calm and momentary beauty of different areas, with a focus on landscapes.

• Majestic Sights: Highlight Reel

Although similar to Aesthetic Still Shots, this content category focuses on and epic footage of areas and activities. 

• Historical Sites 

This category places its focus on the allure of historical sightseeing and gives a glimpse into what it looks like up close. 

• New & Major Attractions 

This category focuses on different creators giving a walkthrough or their first-hand experience of new and exciting attractions. 

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TikTok Content Bucket Definitions

• Calming Nature Shots: These videos capture the calm and momentary beauty of different areas, with a focus on landscapes.
• Majestic Sights: Highlight Reel: Although similar to Aesthetic Still Shots, this content category focuses on overwhelming and epic footage of areas and activities. 
• Historical Sites: This category places its focus on the allure of historical sightseeing and gives a glimpse into what it looks like up close.
• New & Major Attractions: This category focuses on different creators giving a walkthrough or their first-hand experience of new and exciting attractions. 
• In The City: Videos that focus on a quick breakdown and guide to specific cities with a focus on local food and cuisine. 
• Hidden Gems in Nature: Videos that focus on a specific area or attraction in nature, focusing on very remote areas that are hard to reach. 
• Traveler Moments: Candid moments filmed by different creators sharing their experiences and fun facts of their travels.
• Travel Guides: These videos specifically pertain to providing suggestions, helpful information, and general facts by creators currently traveling.
• Local Wonders: Clips that place a heavy emphasis on attractions or experiences that are uniquely local to a specific area. 
• Travel Challenges: Videos of creators who attempt to travel under restrictive budgets or arbitrary challenges. 
• Travel Stories: Similar to “Traveler Moments”, however, these videos tend to skew longer in duration and focus on overall lifestyle and transformations through experience, 
• Wonders of Nature: Short videos that showcase the amazing sights of nature, often depicted through wildlife. 

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Excellent performing content categories for the Travel audience on TikTok include:

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Good performing content categories for the Travel audience on TikTok include:

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Substandard performing content categories for the Travel audience on TikTok include:

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Low performing content categories for the Travel audience on TikTok include:

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Content Opportunities:

1. Calming Nature Shots

These videos capture the calm and momentary beauty of different areas, with a focus on landscapes. Although they are technically not completely still, they pan in such a way that gives a similar impression.

Tactics to Implement:

• Landscape Matters: Content within this category ranges in what styles of landscapes are shot, however, the most prominent format is wide-angle mountain shots. This format occupies 27% of the total content in this category. 
• Varying Editing Formats: As seen in this video, varying shots of the same landscape were high-performing content pieces, relative to a single panning shot as seen here.
• Don’t Be Afraid To Stylize: High performers in this category contained footage of different landscapes that were heavily filtered as opposed to trying to capture a landscape’s natural beauty in the rawest format possible. 

Content Opportunities:

• Bite-sized Points of Interest: For TikTok, one style of content would be styled still shots of popular or prominent landscapes. This could take the form as a specific area as well, i.e. Unique terrain.
  

Sub Communities:

• Hikers
• Backpackers
• Fitness & Wellness Enthusiasts
• Landscape Photographers
• Videographers

10.3M  Views

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9.8M Views

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2. Majestic Sights: Highlight Reel

Although similar to Aesthetic Still Shots, this content category focuses on epic footage of areas and activities. 

Tactics to Implement:

• Compilations: Top-performing content within this category focus on a compilation of clips that either highlight many different areas, or, footage from a specific experience throughout a specific timeframe. Compilation-styled videos occupied 81% of the total content in this category. 
• Condensed Information: Although this video focuses on activities from around the globe, this format could be translated to a quick overview of different high-profile spots that should be prioritized when travelling there.
• Unique Climate: As seen in this video, the focus is on how the climate and weather patterns of a specific region create a unique experience for those traveling there, followed by a clear example. 
• Serialized Content: In this video, users can infer that there is a series of videos following this format through the caption “Part 24”, meaning that they can expect to easily find more of the same content. This also gives users an incentive to follow their account for more content in said series. 

Sub Communities:

• Hikers
• Backpackers
• Action Sports Enthusiasts 
• Fitness & Wellness Enthusiasts
• Landscape Photographers

5.8M  Views

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4.6M Views

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3. Historical Sites 

This category places its focus on the allure of historical sightseeing and gives a glimpse into what it looks like up close. 

Tactics to Implement:

• Giving Context: Top performing videos in this category placed a focus through captions on giving a small snippet of information on the place it’s highlighting in the footage. A good example is this video creating instant intrigue by showing how old those areas are.
• Intrigue Into Interest: In certain cases, after using a caption to create intrigue, videos would then showcase a reel of footage promoting other beautiful parts of the area where it takes place. 
• Architecture: Within this category, 48% of videos had a focus on different types of architecture or building structures.

Content Opportunities:

• History In Under 10 Seconds: When filming different historical areas, focus on facts that can create intrigue but also be delivered in under 10 seconds. I.e. “These trees can grow to 140 years old” when filming Old Growth Forest on Vancouver Island. 

Sub Communities:

• History Enthusiasts 
• Architecture 
• Cultural Explorers

5.3M  Views

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2.7M Views

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4. New & Major Attractions 

This category focuses on different creators giving a walkthrough or their first-hand experience of new and exciting attractions. 

Tactics to Implement:

• Walkthroughs: This video serves as a good example where a creator blends a walkthrough of different amenities and attractions alongside short snippets of his experiences. Walkthroughs occupied 36% of overall content within this category. 
• Voice Overs: In certain situations, creators will use a voice-over to narrate their thoughts and opinions on areas they’re traveling to, alongside general information like where certain points of interest are located.
• Trending Sounds: Within this video, trending sounds were used as well, i.e. “Ladies and gentlemen… her” and the Wednesday Addams sound from the popular Netflix show.
• Enticing Captions: As seen in this video, a caption is placed on the center of the screen to entice viewers to watch all the way through, i.e. “This is the world's largest cruise ship.
  

Content Opportunities:

• Experience Walkthrough: Produce content that focuses on creating a walkthrough of different local experiences for those who have not traveled there, in order to help them become familiar with what to expect and create anticipation. 

Sub Communities:

• Entertainment Enthusiasts 
• Affluent Travellers

3.3M  Views

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2.9M Views

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Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Majestic Sights

Description:

A compilation of different wonders from across the world shown back to back. 

32M Views

Aethstetic Stills

Description:

Still shots of a gloomy and rainy landscape.

21M Views

New & Major Attractions

Tactics:

This creator focuses on showing off not only the attraction itself, but the views of what it’s like to partake in it. One tactic that’s used is a caption placed at the beginning of the video to instantly contextualize what the viewer is seeing. 

15M Views

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16M Views‍