Travelers arrive at destination pages built on stock imagery and supplier-provided photography, and these overly polished assets alone simply can’t show what the neighborhood is really like.
If there’s one thing we know, it’s that travellers crave authenticity, and in an era where creator content is thriving, it's what’s driving users from being lookers to bookers!
Naturally, the most popular location pages on an OTA’s site have the most robust content to showcase, including photos and editorial content.
Sourcing creator video in-house means managing individual creator relationships across dozens of geographies: finding creators, coordinating shoots, reviewing quality, and clearing rights for paid ads, web pages, email campaigns, and partner distribution. Multiply that across hundreds of destinations and it quickly becomes someone’s full-time job. Even a well-staffed team can't produce original video for 600 places (or even the top 100!) with any reasonable cadence.
On top of juggling creators and managing incoming content is the issue of rights to those assets being captured. Most direct creator agreements rarely cover paid or multi-channel distribution, unless you’re willing to spend up to twice as much on it.
CrowdRiff Creators is a fully-managed creator service that handles everything from sourcing creators to reviewing content, handling contracts, and paying creators directly. The only thing on your plate is submitting a brief of what you’d like filmed, which can be as broad or as specific as you like!
From there, CrowdRiff matches each brief to local micro-creators already embedded in those destinations: people who knew the places well enough to capture what made them specific rather than scenic. Shoot logistics, creative direction, quality review, and rights clearance across all channels are handled entirely by CrowdRiff. The content team receives finished clips without having to manage a single creator relationship.
Each brief you submit receives 10-20 brand-ready video clips in under three weeks, at half the cost of a traditional production engagement. Any submissions that don’t meet the brief are reshot as many times as it takes to get it right, at no extra charge.
Creator-made video is structurally set up to outperform the stock and supplier imagery it replaced: not just because it looks better, but because it’s specific to the place.
Destination pages with creator video outperformed those without, consistent with the broader finding that 77% of brands repurpose creator content in paid ads at 4x higher CTR than brand-produced creative.
What this workflow does:
If your destination pages are running on supplier photos and stock imagery, the content gap is structural, and a different production model is how you close it.
See how CrowdRiff Creators works →
Hop on a 30-minute call and we'll walk you through real content from brands like yours: brief, shoot, and delivery, before you commit to anything.
