The trip before the trip: The power of short-form videos in travel

Travel-related content is seeing healthy growth in APAC and one of the most popular and effective mediums that brands can leverage is the short-form video.

Today’s travelers want “more than just a change in scenery”, says Matty Lin, TikTok’s GM of Global Business Solutions for Southeast Asia. In fact, they’ve upped the ante from experiencing the destination during the trip to doing so pre-trip.

“They want to get a taste of what the place is like before even setting foot there,” Lin said at the TikTok Travel Unboxed event in Singapore in May.

Short-form videos, it turns out, allow travellers to do just that.

“On TikTok, the consumers take the trip before the trip,” said Ng Chew Wee, TikTok’s Head of Business Marketing for Asia...

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