The past year has brought some significant changes to how we interact with video content on social media. From the introduction of promoted videos on Twitter last August to the much-anticipated Instagram video ads, it’s obvious that this trend isn’t going away.

Source: eMarketer, Digital Ad Spending Benchmarks by Industry, 2015

With this trend growing and evolving before our eyes, you would assume that a highly visual, experiential industry like travel would be leading the charge, right? Wrong! According to a recent eMarketer report, travel brands will account for just over 6% of the total U.S. digital video ads spending in 2015. That makes 2015 the perfect time for you to consider digital video ads, especially on social media.

Here’s how new developments in social media video ads can deliver even more bang for your buck:

Autoplay video on Twitter. After testing the feature for several months, Twitter officially joined Facebook in serving autoplay videos, both paid and not, to users beginning this June. While Twitter’s 302 million active monthly users can’t hold a candle to Facebook’s 1.44 billion, its autoplay ads are proving worthwhile. First, like Facebook, advertisers will not be charged until users see at least 3 seconds of the video. Secondly, and this is significant, sponsored videos must be 100% visible in the feed (not cut off at the top or bottom) to render a charge. These rules apply to both desktop and mobile devices.

Twitter reports that in its testing phase, brands saw a 7 times higher completion rate with autoplay videos over media that users had to click on to play. For a consumer already thinking about a vacation or weekend visit to the museum, autoplay videos can generate major sway.

Instagram video ads. Instagram videos autoplay by nature so the platform was already a fast-paced playground for rich content. Like parent company Facebook, Instagram is a more personal platform than Twitter, meaning users are likely encountering more photos of friends and food than branded content, paid or organic. This makes the channel ideal for generating some serious wanderlust with beautiful views of your destination, quick peeks at your museum’s latest exhibit, or dizzying teasers of rides and other seasonal attractions.

As an advertising platform, Instagram is still new to the party and stats for its video ads aren’t concrete yet. But for large brands like Nike and Starbucks, the benefits are off the charts, and they could be for you, too. Here are some more tips from Adweek on making your Instagram ads stand out (like remembering that they start off silent until a user activates the sound!).

YouTube cards. Earlier this year, YouTube introduced interactive Cards to their skippable TrueView ads. As always, if users choose to hit “skip” on the preroll, the advertiser will not be charged for the view. However, if a user interacts with the card, which appears briefly over the video, or with the small information icon that lives in the upper right-hand corner, a charge will be rendered. While this is certainly a money-making strategy by the social media channel, it also opens up new opportunities for users to interact with your content. For example, including ticket information over a promotion for your attraction or suggesting users read your blog on 5 reasons to get away this summer.

Now, can I let you in on a little secret, just between you and me? You don’t have to pay to use YouTube cards. You can add a card to any of your new or existing YouTube videos to promote engagement and share valuable information with your viewers. While they won’t have the reach (or rocket boosters, as I like to say) that ads would give them, your video cards can still make an impact, especially when promoted across your other social media channels.

BONUS: Floating Facebook ads (maybe). Rumors are flying this week after select Facebook users noticed a new button allowing them to pop videos out of the newsfeed stream so they could continue watching while scrolling through updates, a function that now exists on YouTube. Facebook is continuously encroaching on YouTube’s territory, increasing daily video views from 3 billion to 4 billion in half the time it took YouTube to make the same leap (granted YouTube hit that mark back in 2012). As Facebook keeps pushing users to video content, it will become increasingly important to have a presence and strategy in place. Don’t miss out!

Halfway through 2015, it’s never been clearer that digital video ads for travel brands are a must. As users continue to engage with and share video content, make sure you’re taking advantage of the – for now – limited number of travel brands using this strategy.