Exploring Scotland in new ways on YouTube

When future visitors are at the travel inspiration and research stage of their planning, our social media channels such as Instagram, TikTok and YouTube can help us add Scotland to their ‘must-visit list’.  

And with the rise of influencer marketing, the type of content that engages these potential visitors has evolved, with engaging short-form content and real-life stories and experiences of destinations giving them a glimpse into what they could experience if they visit themselves.  

With this travel research and planning behaviour in mind, our creative studio team have been testing out a new style of video content on our YouTube channel, with a new series called 'How to Scotland | Travel Series'.

The videos dive into different locations in Scotland, but from the perspective of locals as they visit and explore some of their favourite places.  

The first videos explore our two biggest cities - Glasgow and Edinburgh - with further videos including in a 'Roadtrip through the Highlands' and 'Things to do in Cairngorms and Speyside' coming soon. 

Pictured: Still from filming video in Glasgow

The making of the videos

The first two videos have been filmed in Glasgow and Edinburgh, each following two friends who are local to the cities.  

They take viewers to some of their favourite attractions and sights and ‘must-try’ food and drink spots across the cities, giving viewers a feeling of gaining insider knowledge on what to see and do. 

Taking insights from our social media team around popular search terms and trends on YouTube and other social media channels, the videos are filmed using a ‘first-person perspective’ from the presenters’ points of view. As they explore the cities, they talk directly into the camera, giving the content a more personal experience, as if they are speaking to a friend.