What destination videos can better engage viewers? Video analytics of destination marketing organizations’ social media posts

Destination marketing organizations heavily invest in producing original online video content for place promotion to engage viewers. We introduce a conceptual aesthetic–structural–content (ASC) framework in this study to determine which aspects of video content influence viewer engagement in the social media setting. We then develop a high-dimensional fixed-effects Poisson regression model based on this framework and apply the model to 2,538 videos published by U.S. state-level destination marketing organizations on Facebook. Results validate the proposed framework and offer insights into how video features affect viewers’ engagement. Practical recommendations are also provided.