When it comes to web video, what makes the most effective “video snow report” (which seems to be the most common type of web video resorts are putting out). A simple, yet frequently viewed extension of your marketing that is becoming more and more popular But for every resort that is producing one, there is a different style, which makes sense, there are a lot of options to choose from:

• Have a host or just show footage
• A quickie (less than 30 seconds) or a longer, multi-minute feature
• Make videos daily, weekly, or whenever conditions are prime
• Hire someone to make them or take the DIY route
• How much report to show and how much promo / offers to include

With a huge amount of videos out there, lets take a look at three and see what you like, dislike, and would change about each.

BOSTON MILLS / BRANDYWINE

My Take: You can tell they used a good camera which makes a huge difference over many video reports. Sound quality is also good. The video is quite long, with long shots of the host talking then cutting to b-roll of what she was talking about. Great framing of the host (simple rule of thirds) and the color looks great. However, the host doesn’t seem to be that great of a skier which makes her claims of “great conditions” carry a little less weight. Overall, great camera work and editing, just a bit long.

STRATTON MOUNTAIN

My Take: This is a great example of the typical resort video report. Shot with a basic camera, standard angles, flat light, and a little bit old-school on the graphics. At one minute long you stay tuned in to everything he has to say without getting bored, but the shots multiple skiers from the exact same angle aren’t too exciting either. Shooting with a better camera from a variety of angles and including more interviews would go a long way.

KIRKWOOD MOUNTAIN RESORT

My Take: Love the fact that Coop interviews people and skis with them as part of the report. A combination of story, testimonial, and snow report. Very engaging and fun to watch. The trick is, there are sometimes (often) two reports in one. They interview someone, show some fun, but eventually repetitive shots of Coop and the gang skiing and then do a second interview and report which is an awkward feeling flow. Overall though the camera work is good, editing is good, and the concept of interviewing a local or employee to tell why they love Kirkwood is a powerful tool.

Which of these do you like best? And why?

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.