What Makes Tourism Platform’s Video Marketing Failed to be Viral? A case study from Indonesia


  • Amanda Febrila School of Business and Management Institut Teknologi Bandung
  • Shimaditya Nuraeni School of Business and Management Institut Teknologi Bandung


Along with technology development, marketing now took in a video form. Companies now make their marketing
in a video form and spread it online to gain people’s attention since nowadays people tend to use the internet
on a daily basis. People, in this case customer, also rely on the internet to find more information whenever they
want to go travelling. Not only for search about destination information, but people also use the internet to buy
the hotel and aeroplane tickets. This is beneficial for the company in tourism sector which runs online platforms
because they will get more customer. However, even though people aware of the platforms, only a few of them
know about its video marketing because the videos are not viral. There are several missing elements which make
them failed to become viral. Those elements are Title length, Element of irony, and Talent. In order to help
tourism service platform companies make their video become viral, they have to fulfil those elements.