Digital video marketing on youtube: evaluating content strategies and engagement metrics for Lamego tourism

Introduction: Digital tourism promotion is essential for the economic development of historic destinations. Objective: Assess the effectiveness of Lamego's promotional videos on YouTube, analyzing production quality, audience engagement, and content diversification to strengthen the city's digital presence. Methods: Using a mixed-methods approach, 36 videos were examined, combining quantitative engagement metrics (views, likes, comments) with qualitative analysis of content type and orientation (tourist-generated, resident, or institutional). Results: Since 2018, video production has grown significantly, with tourist-generated content accounting for the majority (61.11%). Videos highlighting historical heritage and natural landscapes achieved the highest engagement. Tourist-created content generated engagement rates up to ten times higher than institutional videos, underlining the value of authenticity. Opportunities were identified to diversify content, particularly in gastronomy, contemporary events, and sustainable tourism. Conclusion: Perceived usefulness and authenticity directly influence engagement. It is recommended to balance professional production with authenticity, adapt strategies to digital platforms, and promote sustainable tourism. Such an approach may enhance Lamego’s digital presence and attract more diverse audiences.