Creative Tips | Travel
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Overview
Did you know that 50% of TikTok travel audiences will take action within a week of seeing TikTok travel content? 16% of them will visit local stores physically, and 14% of users will call travel businesses to inquire.
Travel opportunities are endless on TikTok because we've revolutionized and re-imagined what travel looks like. On TikTok, travel is shown and experienced from a variety of perspectives, sparking wanderlust and inspiration that feels attainable and drives results.
This playbook is designed to inspire and guide travel advertisers who want to create for TikTok. Through this playbook, we aim to help you develop compelling content on TikTok and share tips on how to bring them to life.
It is structured in 3 parts:
1. Creative Video Scripts
2. Breaking Down Top Ads
3. Community Insights
Ready to get started? Great! Let's begin with the first section - Creative Video Scripts.
Creative Video Scripts
At first, writing your video script can be intimidating. Where to start? What to include? There are seemingly endless possibilities.
Don't worry, we're here to provide you with a few creative examples that should serve as thoughtstarters to get you going. As you write your video script, always remember to write with your audience in mind. Ask yourself these questions: How do they want to be spoken to? What resonates with them? What's the right tone? For the Travel category, make sure to keep it conversational and casual -- balancing the right humor, tone, and inflection with the content itself.
Before we analyze the script examples, let's first zoom out and take a look at the general script structure, which can be divided into three parts: The Beginning, The Middle, and The End. Each section has its own unique purpose and messaging that plays a role in supporting the overall video. Understanding the logic behind each section will help you simplify the script-writing process.
Beginning - The Hook
The first 3-6 seconds of your ad are precious. Make the most of this small window of time by captivating your audience with a powerful, attention-grabbing hook that draws them in to keep watching. Make sure the hook is related to your product in some way. This will ensure a smooth transition from the initial hook to the key message that follows.
Middle - Key Messages
Right after the hook, it's time to deliver your key message to your target audience in a clear, concise, and memorable way. It's also important that your key message is connected to your product in a natural and cohesive way. This will help build trust and awareness around your product and brand. Keep your message upbeat and exciting by focusing on the positive benefits of the product.
End - The CTA
End with a clear and straightforward CTA to continue the momentum and get your audience to take action. It should be easy to follow as the next step right after they watch your content.
Got it, but how do I write the Hook? Next, let's get practical. We'll guide you through the methodologies for writing each section, and what kinds of key messages to highlight. Keep reading below!
Hook Patterns
📌 The Role of 「The Hook」
- Grab attention
- Captivate potential customers by immediately speaking to their needs
A good hook can positively impact these performance metrics:
-
- Click through rate (CTR)
-
- 3s / 6s view through rate (VTR)
Types of Hooks:
- Excite people by tapping into their passions
- Make a captivating statement to encourage people to take action
- Ask a question as your opener to pique curiosity
- Listicles with numbered travel ideas to inspire travel plans
- Highlight your benefits immediately to attract attention
1. Excite people by tapping into their passions
What are your audiences passionate about? Find the overlapping "sweet spot" between their passions and your services, and place them at the beginning of your videos. Tapping into what your viewers are excited about is a great way to show how well you know them, keep them engaged, and make them want to keep watching.
Exciting Activity
Hook 0-6s
Food
Hook 0-3s
69% of TikTok users have expressed a desire to go to a specific restaurant or have a gastronomic experience after seeing it on TikTok. Food-related creative content has seen a 12% lift in click-through rate.
Music
Hook 0-3s
2. Make a captivating statement to encourage people to take action
Open with a strong, captivating statement that expresses longing, motivation, or reasons for travel, in order to resonate with audiences who might have the same thoughts. Amplify their wanderlust and give them that extra encouragement to take action.
All I wanna do is travel...
Hook 0-3s
This is your sign to visit...
Hook 0-3s
3. Ask a question as your opener to pique curiosity
Asking a question at the beginning of the video not only pique's people's curiosity, but it also naturally makes them want to watch the rest of the video to uncover the answer. A question leaves them with an open mind where they are more likely to embrace new ideas and thoughts. Take advantage of this simple yet effective method to introduce the selling points of your tourist attractions, hotels, or experience.
What's it like to travel with strangers?
Hook 0-6s
Can I bring my baby?
Hook 0-3s
What do you like about Ireland?
Hook 0-3s
4. Listicles with numbered travel ideas to inspire travel plans
Use numbered listicles to introduce multiple attractions or services in one video - just make sure they all fall under a specific and cohesive theme. This is a great way to share more travel inspiration and maximize your chances of appealing to your audience's interests.
5 iconic spots in Rome
Hook 0-3s
6 things to do in Myrtle Beach
Hook 0-3s
5. Highlight your benefits immediately to attract attention
Highlight the benefits and advantages of your services or offerings at the very beginning to attract immediate attention. This is a practical yet effective means of putting your brand front and center and generating interest. This can be a quick way to win people over and improve conversion.
Discount / Savings
Various Options
💡 Think about it!
- Who is your target audience? What do they care about?
- What would intrigue them and grab their attention enough to make them want to learn more about your product / service?
- How can you build a sense of anticipation and engagement that encourages audiences to keep watching, rather than skipping your video?
Key Messages Patterns
The Role of 「Key Messages」
- Deliver selling points
- Build trust and interest in your product or service
Nailing your Key Messages can positively impact these performance metrics:
- Click through rate (CTR)
- Conversion rate (CVR)
- Engagement rate (like, share, comment)
Key messages can be categorized into 3 pillars:
- Product selling points
- User / community selling points
- Marketing selling points
Product Selling Points
- Most of the top-performing creatives in the travel industry combine multiple selling points as opposed to focusing on only one. The various selling points are generally spliced together in a magnificent and inspiring way that gives audiences the feeling of having options and choices. This method can effectively boost the chances of viewers clicking to learn more, since they feel a stronger desire that this trip is sure to be worthwhile.
- Selling points of travel products/services can be categorized into: Visual Pleasure ｜ Exciting Activities ｜ Platform Benefits
🌟Visual Pleasure🌟
Natural Scenery
City View
34% of TikTok users look forward to beautiful scenery when they travel. (Source: Internal Data) Showcasing visually appealing imagery in your video is a practical and effective way to get people to book their trips to stunning destinations.
In addition to mixing different scenery together, you can also try creating a series of videos that contain different scenes. This way, you can start building up a strong, consistent brand image, while also increasing the volume of creative content and improving results.
🌟Exciting Activities🌟
City Adventures
A city travel guide that informs viewers of the key cultural activities and landmarks they shouldn't miss. 80% of TikTok travelers want to see this kind of travel hack/tips content. (Source: internal Data) Highly recommend!
This video creatively recommends a key activity to try out every day from Monday to Sunday, in an infinite loop. Viewers can easily get caught up in it and watch it more than once, making it extra memorable.
Outdoor Sports
TikTok has a huge community of sports and outdoor lovers, such as for skiing, surfing, hiking, and more. Not only does the love for a particular sport or activity bond people together, but it can also be a key reason people choose to travel to a certain destination. This is especially true for limited seasonal sports. The sport should serve as the focal point of your content to attract the right audiences.
The lively music is a powerful way to emphasize that the trip will be a blast! Pump people up for the adrenaline rush on their energetic, active trip.
Hidden Gems
Does your city have something or somewhere that has yet to be discovered or explored? This could serve as a very attractive selling point! People love under-the-radar, off-the-beaten path experiences, and want to be the first to discover new things. Motivate them to discover these hidden gems before other people get to them!
🌟Platform Benefits🌟
Special Offers / Deals
Ask an intriguing question as your hook to captivate your viewers' attention. Once you have their attention, highlight the great deals you're offering via your app.
Track Price Changes
Step-by-step tutorials are informative, helpful videos that teach people how to save money and benefit from hacks. In this case, people can unlock a lower price by activating the track price function.
Helpful Reviews
Highlight the authenticity of online reviews and the reliability of your platform by comparing expectations with reality. Show real footage of people having a great time on your experience.
User / community selling points
- User / community selling points means the key messages in your videos should focus on the people and community. Let your services shine through the people in your video. Show who they are, who they want to travel with, how the journey will benefit them, and their experiences.
- User/community selling points can be categorized into three pillars: Inclusiveness ｜Companions｜Travel Motivations
🌟 Inclusiveness 🌟
Pet-friendly
Kid-friendly
LGBT-friendly
🌟 Companions 🌟
Travel with family
Travel with your lover
Travel with strangers
🌟 Motivations 🌟
Uncovering the various emotional reasons behind a trip can help add value beyond having fun or experienceing new things. Establish a deeper connection with audiences who want more meaningful experiences.
Focus on Yourself
Reunions
Escape the Ordinary
Marketing selling points
Through the imagery and elements in your video, allow your brand's personality and voice shine through and tell your story authentically. Communicate brand-related information to let users in on who you really are, deepening their interest and connection to your brand.
Brand Message
Voice from Staff
Theme song
💡 Think about it!
- Think about the selling points that your Tiktok audience will be drawn to, and be sure to highlight those front and center
- When trying to deliver multiple selling points in one video, keep the voiceover and text simple and clear. Make sure that the multiple selling points fall under one cohesive theme.
CTA Patterns
📌 The Role of The「CTA」
- Encourage your audiences to take action
A good CTA will positively impact these performance metrics:
- Click through rate (CTR)
- Conversion rate (CVR)
CTA + Motivation
CTA + Price Comparison
CTA + Product Benefits
💡 Think about it!
- Make full use of the last few seconds of the video -- end with a bang and carry the momentum onto your next desired step. Ensure that the CTA is clear and easy to follow.
- The CTA should appear at a time when the audience has been convinced by your selling points. While the CTA is commonly placed at the end, it can also appear elsewhere. Sometimes, putting it at the beginning or in the middle can help trigger more conversions.
The Golden Formula
On TikTok, there's really no single formula for success. It's more about finding the most suitable voice for your product or services. Now that we've provided some guidance and patterns around the Hook, Key Messages and CTA, it's time for you to try it out for yourself! Build your own creative by combining different options and testing them with small budgets. Experiment to find your own unique "golden" formula!
*n≧1: Compared to other industries, the top-performing creatives in the Travel category tend to include more product selling points in one video, to show audiences the potential of having rich and varied experiences on their trips. However, when it comes to user or marketing selling points, focusing on one selling point seems to be most effective.
Breaking Down Top Ads
Top Ads 1
Beginning:
- Hook: Iconic city building
- Text: CTA + Destination
Middle:
- Selling point: local food, city scenery, various local activities
- Editing: Mixed Clips
End:
- A tourist interacts with the camera
Music:
- Lively local song
Visual：
- Colorful and dynamic footage
Reasons it works:
- The visuals and sound perfectly combine to match the characteristics and vibe of the destination. Plus, it's eye-catching and ear-catching enough to captivate attention.
- In 47 seconds, the whole video showcases multiple layers of this iconic travel destination. No second is wasted, and many angles and activities are covered.
- The occasional scenes of real tourists add more emotional depth to the creative, making the audiences picture themselves having fun there as well.
Top Ads 2
Beginning:
- A stylish female smiles happily before boarding the boat
Middle:
- The journey begins and multiple selling points are presented: beautiful scenery, sport activities, relaxing activities, luxury experiences, etc.
End:
- There is no hard end
Music:
- An energetic song that fits the "Travel" theme
Visual：
- Stop motion
- Sync to the beat
Reasons it works:
- The whole story is told through a consumer POV and uses vlog narrative to capture a traveler's real experiences on a cruise journey. This authentic feeling will make the service more convincing and relatable.
- The model is always smiling or laughing across all the different scenes, which creates a happy and cheerful vibe. This creates a warm feeling that makes the journey more appealing.
- From beginning to end, Stop Motion is used to stitch the scenes together, and all transitions are synchronized to the beat of a catchy song, which makes the video unique and entertaining to watch.
Top Ads 3
Beginning:
- A puppy makes a mess after being left at home by his owners
Middle:
- The owner brings the puppy to a hotel that welcomes pets
End:
- Slogan of the brand
Reasons it works:
- This video uses Brand POV and tells a funny yet comforting and relatable story, which highlights the main selling point and also helps build a positive brand image of the hotel.
- Who doesn't enjoy watching a cute puppy video? Adding elements that are attractive to the majority of viewers can help you reach new audiences and grow your brand influence.
Top Ads 4
Beginning:
- Ask a question as hook
Middle:
- A travel agency staff gives her personal answer to the question, sharing "insider" advice and tips to audiences
End:
- There is no hard end
Reasons it works:
- The story is told from the perspective of staff. The advice given is personal and sincere, which effectively builds trust.
- Ask a question at the beginning to pique your audience's curiosity. Encourage them to keep watching to uncover the full answers.
Community Insight
Lean into the power of the TikTok community. Use trends and storytelling methods to attract and entertain TikTok users. This will help boost the performance and efficiency of your creative ads.
TikTok Narratives
Vlog
Skits:
Dance
Room Tour
Stop Motion
Zoom In
Local Song
Funny Filter
Duet
TikTok Tools
Below are some Creative Insight tools and resources to help you keep up with what's buzzing in the community. Check them out to figure out what kind of content our community would find most appealing!
Keyword Insights https://ads.tiktok.com/business/creativecenter/keyword-insights/
Commercial Music Library https://ads.tiktok.com/business/creativecenter/music/pc/en
