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Episode 16 – Stop waiting for perfect and hit record
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Tourism operators are still hesitating to post video because they’re chasing a level of perfection that no visitor actually cares about. In this episode, Liz and Fab walk through why short video is now the most powerful visibility tool you’ve got, how to keep it human in an AI saturated world, and the simple tricks that make creating and repurposing content far easier than you think.
If you’ve been sitting on the fence waiting for the stars to align before you hit upload, this one is your nudge to get moving.
Why video is non negotiable
Video isn’t “the next thing.” It’s the in thing…now! Instagram has become a video-first platform. TikTok continues to set the pace. YouTube Shorts is exploding as well. The truth is right there before our eyes: short video is where the people are watching. So if you want to be seen, jump on board.
But, we’re still finding operators and DMOs waiting (hoping) for the perfect lighting, perfect script, perfect timing or a perfect hair day. Let’s be honest, just avoiding it because – it’s scary to put yourself out there! Meanwhile, the operators grabbing attention are the ones filming a 15 second clip on their phone and posting it that same day.
People want entertainment and education, fast. Video delivers that better than anything else in your toolkit. And viewers no longer expect perfect and polished – they tend to like the real and gritty world, bloopers and bad hair included.
Start small and stop over-polishing
Liz and Fab hammer this home in the episode. You don’t need a production studio. You don’t need a brand package. You don’t need a complex storyline.
You can literally start with:
• a handful of photos
• a simple CapCut template
• a quiet audio track
• a clean hook in the first two seconds
That’s enough to tell a story, spark interest and start building confidence.
Once you’ve hit record a few times, your speed improves, your ideas free up and the whole process feels far less intimidating.
Aim for human, forget the billboard shot
Viewers aren’t sitting around hoping to see another perfectly staged shot of your rooms or your café counter. They want you. They want the why behind your recommendations, the personality of your team, the real snippets of your region that make travellers think, “I want to be there.”
You as the operator are the difference. Your story. Your personality. Your jokes. Your take on the place you call home.
Show that, and people will watch and keep watching.
Use AI to save time, but don’t surrender your voice
The episode also dives into ethical and practical AI use. Yes, AI can help you script a video or write a caption, but if you just copy whatever the tool spits out, you’ll sound like everyone else using the same prompts.
AI is starting to get good at detecting AI, so use it as your helper, then edit with your own tone, words and point of view.
Authenticity hasn’t gone out of fashion at all, it’s now your competitive edge.
Repurpose like a pro
One of our favourite hacks is using tools like Veed.io to turn a longer video into multiple short clips. Record it once, repurpose it over and over. It’s one of the easiest ways for time-poor operators to stay consistent without reinventing the wheel each week.
Other simple pro tips from the episode:
• Keep key subjects centred so your footage works in ads
• Leave space top and bottom so captions don’t overcrowd your visuals
• Don’t plaster your logo everywhere
• Let simple voiceover or music tell the story
• Practice inside Instagram or TikTok daily to keep upgrading your skills
Dead easy, no, but definitely achievable with zero fancy gear if you’re willing to put yourself out there.
The push you probably need
At the heart of this episode is one message: stop waiting for perfect and post the video.
Your visitors aren’t scoring your cinematography. They’re looking for personality, honesty and a glimpse into what makes your experience worth their time and money. Every day you don’t post, someone else does.
Want help getting your video groove on?
Tourism Tribe members get access to our twice-monthly tech sessions where operators ask real questions, get practical demos and build confidence with tools like CapCut, Canva, ChatGPT and more.
If you want support, clarity and a community that’s actually using this stuff weekly, check out the memberships and join us.
Frequently asked questions
Why should I bother with short video when photos are quicker?
Because the platforms have made it clear that video gets pushed further and seen by more people. A simple 10–20 second clip will outperform a beautifully staged photo nine times out of ten.
Do I need fancy gear to make decent videos?
Nope. Your phone, a steady hand (or a cheap stabiliser if you’ve got one) and a clear hook in the first couple of seconds are all you need. Visitors care about the story, not the production value.
I hate being on camera, is there another way?
Join the club, I don’t know anyone who does. To push past this aversion, start by filming what you love in your region or add a voiceover if showing your face is too scary for now. But over time, showing up as the human behind the business will always connect better.
How do I use AI without losing my authentic voice?
Use AI to draft ideas or captions, then tweak them so they sound more like you. Don’t copy and paste the output directly, because it shows, and most platforms can spot untouched AI anyway.
How often should I be posting video?
Aim for consistency over volume. Even one simple reel a week is enough to build momentum, sharpen your skills and keep visitors discovering your business.
Where to from here?
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