Event videos are an effective way to boost the value of your company’s live events. They have a wide variety of uses before, throughout and after events of all kinds, to increase audience engagement and even drive sales. Here’s how.
Events are a powerful marketing technique
Despite the rise of digital marketing, the popularity of events as a marketing technique continues to grow. 75 percent of B2B marketers rate “in-person events” as their most effective marketing strategy.
However, what digital technology enables businesses to do is to increase the value offered by events, through the use of video. Video can be used in a wide number of ways to make events more interesting, for example:
- It can increase audience engagement by explaining complex information in an easily digestible, entertaining way.
- It enables speakers to illustrate their points rather than just talking about them.
- It can be used to promote a particular product or service at trade shows, leaving representatives free to talk to attendees.
- It offers a great opportunity for event attendees to feel more involved by offering their views and experiences of the event on camera.
The below example video uses photos, vision and Vox-pops from past events to promote future events for Women in Global Business.
In addition, video can enable those who couldn’t attend the event to benefit from the information presented there – many keynote speeches and presentations are now uploaded to YouTube, whether in short clips or as a whole. This technique is so successful that even the Chief Business Officer of YouTube uses it – in spite of his keynote speech about the future of video marketing being almost an hour long, to date it has received almost 19,500 views.
By making some of the content from your event available to a much wider audience online, you can increase the awareness of your brand and grow a reputation as a valuable source of useful information.
Event video in event promotion
One of the most popular uses for event video is in promoting the events themselves. It’s worth noting that conferences, speeches and concerts are the second most popular type of live video content, at 43 percent.
This is what makes event video such a powerful tool for event promotion, as 67 percent of viewers are more likely to buy a ticket for an event after watching footage from a similar one. This isn’t really surprising – video is 600 percent more effective than print and direct mail combined, as it can actually convey the atmosphere of an event, building audience expectation and excitement.
Video can also be a great help if you’re promoting your event by email – if the word “video” is used in the subject line of an email, it increases open rates by 20 percent.
Event videos and social media
One of the most powerful ways to market an event is on social media. 88 percent of marketers now use social networks to generate interest in an event before it happens, and 58 percent during the event. 54 percent post event highlights on social media once the event is over.
Video is the ideal medium for this, due to its huge popularity on social media – video content is shared a huge 1200 percent more than text and images combined. This makes it the sensible choice for businesses wanting to generate maximum engagement and attendance at their events.
One event can lead to another
Video of previous events are also frequently used to promote further events. They show “what you misses last time” and offer can build excitement for “what’s to come”.
Here is an event Sizzle Reel example that was created to build hype and promote upcoming seminar events.
Event Sizzle Reel Example
Video gives potential guests a far more realistic idea of what the event was actually like and video of a live event has been shown to increase the favourability of a brand by 63 percent.
If you’re hosting an event, it’s something you really can’t afford to be without.
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