Like a Local Tours has been providing immersive experiences for tourists and locals alike since 2013, showcasing Brooklyn and NYC neighborhoods through food, fashion, and art. Lauren Beebe, founder of Like a Local and an Animoto customer since 2013, wanted to reach more customers through a strong social media presence. Having heard that video was a great way to stand out on social media—particularly in the mobile social feed—she decided to experiment with square videos.
Like a Local decided to create a video featuring OddFellows Ice Cream Co., one of the locations they visit on their Williamsburg Bites tour. They created a video to tell story about one specific item OddFellows serves up—a signature brioche ice cream sandwich. Honing in on a single story, rather than trying to cover everything, can be an effective strategy when it comes to creating shareworthy videos.
They visited the store and shot video footage of the sandwich being made and used Animoto to create a square video. The business shot and created the video without a videographer in under 2 days.
Like a Local posted the video on Facebook and Instagram and used $250 in advertising spend to target a local audience, within 50 miles of NYC, on Instagram and Facebook. They also ran a promo along with the ad offering 10% off new bookings.
“We tripled revenue compared to last year and we were also able to showcase one of our partners. We will definitely be doing more square videos in the future.”
The video ran for for 4 days. During that time, Like a Local saw a huge increase of year over year revenue. They bought in 3X as much from tour bookings as they had during the same time the previous year.
And that’s not all—the Instagram video received 8X as many views as videos they had previously posted on Instagram and they has a 2.7X increase in Instagram profile views during the week the campaign was running.