Social media has created a completely new set of rules for marketing and communication executives. Not only must they utilise websites, mobile, tablets and search engine optimisation, they must also be ware of potential new trends emerging regularly, such as social sharing sites or photo sharing like Instagram and Pinterest. Yet perhaps the most critical long-term medium to master is video. Google now includes video, along with other forms of social media, is the algorithms that determine ranking. Tour operators and hoteliers are finding that video greatly boosts booking conversion rates. It also helps differentiate one operator from another. And video on mobile is in huge demand. We look at the rules that help determine how to make good video, where to use it and discover some of the best examples of video use in social media today.