The “Only in Dublin” video series features brief videos with the goal of showcasing local restaurants, shops, attractions, and more that can be found only in Dublin. The videos serve as a discovery tool for visitors and residents looking for things to do in Dublin and an outlet to promote Dublin’s local businesses.
Dublin’s small businesses have stories that go far beyond the product they sell. How did they get started? What is it like to work at your family business? How do you make that by hand? Only in Dublin takes viewers behind the scenes to uncover the hidden gems that call Dublin home.
Video content is a key driver of traffic across social media. According to Hootsuite, the number of daily videos produced on Instagram has quadrupled in the last five years, and YouTube users watch more than a billion hours of content every day. Half of social media users prefer video over other types of content and 85 percent of social media users want more videos from brands. These stats guided the strategy for creating a monthly video series.
Visit Dublin partnered with 614 Media to bring this project to life and help grow awareness in Central Ohio with their extended reach. The series host, Khadijah Amarie, visits each business and meets with the people that make these places so special. The videos are “news-style” and are created as evergreen as possible to allow for resharing in the future. The videos also give small businesses a platform to share their story with Visit Dublin audiences and arm them with an additional tool to promote themselves.
Episodes are released monthly via Visit Dublin social media channels and shared by the featured business and other Dublin organizations. Visit Dublin writes a blog for each episode to share even more about each business. Some of the featured businesses include Coast Wine House, The Abbey Theater, Dublin Village Tavern, The Morgan House, Station 95 and more.
Eleven episodes have been created to date with one more in production. The response and results have surpassed all our goals with currently more than 60,000 views. And, more importantly, it’s generating business and awareness for those being highlighted. Visit Dublin has heard directly from several businesses that they experienced increased traffic after their respective videos aired.
This free promotional opportunity for our partners also shows the value of working with Visit Dublin. “We loved being featured in the Only in Dublin series! We saw customers in the coming days and weeks that mentioned the video as motivation for their visit. This free promotion is invaluable to our family-owned business” said Linda Kick, owner of Our CupCakery in Historic Dublin. That direct feedback from Dublin small businesses with real examples of dollars being generated and the return on investment is an important metric for any Visit Dublin initiative.
Visit Dublin also plans to repurpose the video content to create Instagram Reels and TikTok video content for 2023.
Landing Page: https://www.visitdublinohio.com/only-in-dublin/
Series Playlist: https://www.youtube.com/watch?v=6ZfWKblFj88&list=PL6wmp_uW2t1WH-QH-2lO7A2MMGDIXjfs7
Blog Example: https://www.visitdublinohio.com/blog/post/only-in-dublin-vincenzos/