Ask Matador: How to Create a Compelling Travel TikTok Video

In an era when TikTok has revolutionized how we discover and dream about destinations, the platform has unleashed a new wave of wanderlust that’s inspiring more people to travel than ever before. Here at Matador Network, we’ve built and grown several TikTok accounts with over one million followers each. Throughout the process, we’ve learned exactly what separates scroll-stopping travel content from videos that get lost in the feed.

Here are five tips we recommend to every travel creator looking to succeed on the platform and build their following:

1. Hook people right away

Your first three seconds determine whether viewers stay or swipe away, so you have two powerful options: either lead with your most jaw-dropping moment immediately, or create enough intrigue to make people desperate to see what’s coming next. If you’re featuring an infinity pool that appears to drop off a cliff, open with someone diving into that seemingly endless blue. Alternatively, tap into viewers’ curiosity and FOMO with simple phrases such as “you won’t believe what’s behind this door,” or showing your reaction before revealing the actual discovery. This anticipation-building approach works especially well for reveal-style content where the buildup becomes part of the entertainment. Whether you show the payoff first or promise something incredible is coming, the goal is the same: create an instant reaction that keeps people watching until the end — because on TikTok, you either grab attention immediately or lose it forever.

In this video on our Epic Stays Tiktok account, for example, Matador video editor Joanna Maj builds anticipation by first showing her reaction, then revealing the stunning hotel that caused that response, thereby immediately hooking viewers.

@epic.stays Wake up to breathtaking mountain views at Hotel Glacier in #Grindelwald @Joanna | Travel Creator #switzerlandtravel #luxuryhotel #switzerland #creatorsearchinsights ♬ Good Days – Yenibi

2. Keep it authentic

TikTok users can spot overproduced content instantly, and they’ll scroll past it just as quickly. The most engaging travel videos feel like you’re experiencing the moment alongside the creator, so focus on showing exactly what you’re seeing through POV shots, handheld camera work, and natural reactions. Skip the heavy filters, effects, and overly polished editing. This raw, unfiltered approach builds trust with your audience and makes them feel like they’re getting an authentic insider’s look at your experience, not a glossy ad. While some successful travel creators build their brand on highly cinematic, polished content, that path demands exceptional production skills and a clear creative vision. For most creators, the goal is to make viewers feel like they’re traveling with a friend, not watching a produced travel show.

3. Show people something unexpected

The key to stopping the scroll on TikTok is to present viewers with something genuinely unexpected. Whether it’s a hidden waterfall accessible only by crawling through a cave or a hotel room carved entirely out of ice, unique experiences make people stop mid-scroll. The most viral travel content doesn’t showcase the typical tourist attractions everyone already knows about. It spotlights the extraordinary. Think of those off-the-beaten-path discoveries that most travelers never encounter. These are what separate viral videos from the endless stream of generic travel posts.

For example, in addition to highlighting the aspects of Dominica that draws travelers like the beaches and food, Matador’s creative director Scott Sporleder focused on one unique aspect he found: fern tattoos — a completely unfamiliar process that captivated our audience.

@matadornetwork Carrying a piece of Dominica’s forests with this fern tattoo These ferns can be found all over the world in many tropical and subtropical climates, but this one was found along Dominica’s amazing Boiling Lake Trail. Dominica #dominica #hikingszn #hikingadventures #fern #exploreoutdoors ♬ Me gustas tu x Missili – Tio

4. Keep up with the trends

TikTok is all about trends, and the most successful travel creators know how to ride the wave — and not just travel-specific trends, but platform-wide viral moments. Find ways to weave your footage into popular sounds, challenges, and formats sweeping the platform. The algorithm favors content that taps into current conversations, so treat trends as your gateway to a much larger audience who may be interested in your content beyond travel enthusiasts. Stay plugged into what’s trending and adapt your content to meet the moment.

5. Write text that sparks conversation

Your opening text overlay sets the stage for engagement already before your video even starts. The best text doesn’t just describe what viewers are about to see. It sparks conversation, a sense of connection, or curiosity that drives people to comment, share, or save. Think beyond a generic caption like “Amazing sunset in Santorini” and instead craft something witty, thought-provoking, or emotionally resonant. The goal is to make viewers laugh, nod in agreement, or feel compelled to respond. Whether you’re being humorous, philosophical, or relatable about the travel experience, your opening text should feel like an invitation to join the conversation. This turns passive viewers into active participants, signaling to TikTok’s algorithm that your video deserves a bigger audience.

In this video I made, for example, I resonate with viewers torn between financial security and following their dreams. This sparked comments from people sharing their own experiences and opinions.

@visit Los Rápidos on a Tuesday > emails and spreadsheets @Pink Plankton Los Rápidos de Bacalar in Mexico #mexicotravel #visitmexico #mexicocheck #lagoon #losrapidos ♬ original sound – Visit

Bonus: Interact with the community

If you truly want to grow your audience, creating great content is only half the battle. TikTok’s algorithm favors creators who actively engage with the platform. Spend time liking, commenting on, and sharing other travel creators’ videos; respond to comments on your own; and build genuine connections within the community. The more authentically you interact, the more likely TikTok is to surface your content to a wider audience.

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