I Practice With AI Coding

Everyone knows attention spans online are shorter than ever, right? Er, wrong - or at least, not if the success of Hilton Hotel’s 10 minute TikTok video is anything to go by.

The reason it works is because it takes people on a journey - literally - in the company of influencer Paris Hilton and other creators, all - crucially - using their own voice and style in their segments, with a clear focus on the stay, not the destination.

It’s also delightfully irreverent and self-deprecating, gently poking fun at the whole idea of a 10 minute TikTok advert (as one character in the video exclaims, “10 minutes on TikTok is like 3 years in the real world”) while simultaneously making a great case for choosing Hilton.

But there’s another side to this that makes long-form video a great choice, one based on audience insights. Research shows an impressive 44% of travelers who plan to stay in a Hilton hotel in the next 12 months have watched a long-form video online in the last week.

And why TikTok when other platforms are available and more usually associated with longer videos? Again audience insights have the answer. In fact 37% of travelers who plan to stay in a Hilton hotel in the next 12 months use TikTok at least monthly, and they’re 43% more likely than the average traveler to use it.