2022年11月7日

“完美的視頻”是Z世代關於夢想和計劃旅行的新視角——“完美的視頻”是Z世代關於夢想和計劃旅行的新視角——科爾·林(Cole Lim)是新加坡理工學院酒店管理專業的學生，他參加了2022年新加坡WiT，這是他從活動中得到的重要啟示。假設你計劃周末和朋友們去野餐。你會去哪裏尋找一個完美的野餐地點，那裏有豪華的綠草，可以讓你在黃金時間拍攝風景照?以前，我會直接在穀歌上搜索，如你所料，會出現“10個最佳野餐公園和海灘”和“最佳隱蔽野餐地點”等結果。現在，社交視頻應用TikTok是我獲取快速答案的首選應用，更重要的是，它展示了真實的用戶生成內容。在TikTok上搜索“新加坡最佳野餐地點”，會從每個用戶獨特的角度顯示出一係列視頻。我可以查看點讚數，這表明視頻有多受歡迎，更重要的是，評論區可以讓我看到人們對這個地方的看法。與穀歌搜索相比，我喜歡這種在TikTok上搜索新的旅遊地點的新方式，盡管與旅行視頻日誌和YouTube視頻相比，這些內容大多不是專業拍攝的。“完美”視頻是“缺陷”和“很棒”之間的文字遊戲，是TikTok東南亞旅遊主管Tejveer Singh Bedi在2022年新加坡WiT期間談到人們想要消費更多真實的幕後內容時強調的詞。他說:“現在，我們開始看到一些不是高產量、精心策劃的視頻。” And this is an important trend for brands to focus on as rightfully pointed out by Hermione Joye, Sector Lead, Travel & Vertical Search APAC, Google, that at least 98% of all travellers are researching and making travel purchases online, and over 56% of them are using video touchpoints in their travel journey. “We have seen consumption of travel content on TikTok, and people want to take the trip on TikTok before they decide to take the trip. And this kind of content is produced by creators in the travel community. Communities are engaging with creators daily and brands want to engage with creators to bring their message across,” Tejveer said. “Right now, we started seeing videos that are not created as high-production, very curated videos.” ~ Tejveer Singh Bedi, Head of Travel, Southeast Asia, TikTok Tourism boards and Online Travel Agencies (OTAs) have also cranked up their TikTok marketing in pursuit of authenticity-seeking customers. During the pandemic, it was the best time for destinations to challenge our perceptions of what a destination can be. For example, the Singapore Tourism Board (STB) ran a gamified TikTok filter where users get to pose in front of various Singapore tourist attractions allowing them to virtually explore the country and its offerings. This SingaporeReimagine Pose campaign garnered over 8.5 million unique views and nearly 2 million unique impressions. “Experience is the new currency,” said Eric Gnock Fah, Co-founder and COO of Klook. Showcasing these experiences, mixed with ‘flawsome’ short-form content, authentic user-generated comments, and a call-to-action button at the end of the video, seems to be the trending formula to direct customers to their booking website, but of course, converting them into actual bookings might require more persuasion. As I am scrolling through TikTok while writing this article, I have received advertisements by Klook to go on a short getaway to explore Penang Hill in Malaysia, and user-generated videos to visit the Great Ocean Road in Melbourne. Perhaps I could finally be part of the ‘TikTok made me book it’ community which according to Tejveer, is a real community of people who enjoy spending their time on short-form videos because of its highly entertaining nature. These conversations about the advancements in travel technologies, aviation, payments, sustainability, the metaverse, and many more during the WiT conference, make me elated to say: Hello, New World! Tags: