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.