With recent announcements by the likes of Meta, video marketing is no doubt on the rise. With it being predicted that 82% of traffic will be video traffic by the end of 2022 you would be crazy not to begin to think of ways that you can integrate the use of video as part of your events. Video is essential to the success of an event since it engages the audience emotionally. It has the power to arouse interest, promote participation, and capture the very essence of the event you worked so hard to achieve.
🤓 What is video marketing?
In order to sell or promote your brand or service on digital media, all marketeers should be beginning to employ video marketing techniques. To put it simply, using video marketing is when companies use video to promote a company, product, or an event, to inform and engage with potential and loyal customers.
💰 Cost of video marketing at events
Whilst the idea of video marketing conjures up the thought of vast video projection screens and production costs, video marketing needn't be expensive if your company doesn't have the budget. At a very basic level, creating a short TikTok video or snapshots of the event through the camera of an iPhone can be effective ways to capture your event using video and highlight your business in a new way.
💪 Benefits of using video at your event
Just in case you didn't get the message that we love video content, let's take a quick look at how it can be used before, during and after an event in a variety of ways.
Creative video content can be used in the weeks before the event to build anticipation by incorporating video into the initial communication strategy. This could take the shape of brief animated teasers on the subjects discussed, speaker interviews, or highlight reels from prior events. All of these will enhance attendees' event experiences and keep them anticipating the live event. A better awareness of your event and eventually increased involvement will result from using video content to help market and promote the event.
During your event, video can be used to engage your audience to a deeper level, regardless of how you choose to use it. The use of creative video draws attendees in and gives them the opportunity to experience the event at a deeper level. For event organisers the use of video can also be used strategically to lighten the load during an event by having the ability to keep attendees engaged at the click of a button rather than relying on live speakers and entertainment for the entirety of the event.
After the event, it’s easy to keep engagement levels high by using either video created at the event (I mean, no one can resist having a sneaky watch to see if they feature in the event video) or by repurposing content used for the event itself so attendees can refresh themselves on information from the day.
💡 Creative video marketing ideas for your event
So now you know WHY you need to be using video as part of your event, let's get stuck into our favourite part, HOW to use creative video as part of your event to make it a blinding success and rock the socks off your attendees. Here goes.
Event promo video
If you want to generate interest in an upcoming event, event promotional videos are a necessity. These videos, which are typically 2-3 minutes long, encourage viewers to come to your event so they won't miss out. This is the part where you get to put your marketing hat on and get really creative.
Videos on your event website
Your event homepage needs to be completely engaging and get attendees ready for what to expect at the event and using video on the event homepage is the perfect way to do this. Eventee helps you make the most of this as part of the free homepage that's created for the event, where, as part of the introduction page you have the opportunity to seamlessly slide in a video showcasing a snapshot of what's on offer to guests.
Plan a video competition
Doesn’t everyone love a competition? With everyone having access to video and basic video editing software on their cell phones, there are SO many ways to integrate video into competition format. Throw in a few industry related hashtags and you have some highly engaging viral content and excited attendees.
Video for social media
Use video as part of your social media presence surrounding the event. All the facts point to video ensuring that social media users stop their scroll, whether you are talking paid ads or organic reach. The good news is that on social media, anything goes, from shorter 30 second teasers right through to longer form content.
If you’ve been privileged enough to see inside the Eventee office’s Slack channel, you will know that we absolutely love a good old GIF. Gifs, Tik Toks, Reels, you name it, there is a way to break down video captured at the event and create the holy grail of video marketing- a viral video. While your short form event video may not quite go viral, short form videos like these gather plenty of engagement either in real time or after the event.
Throwback video to promote an upcoming event
By recording your event, it gives organisers the opportunity to use this material for future events, to showcase your past event and get guests excited for the up and coming event.
Use videos in email marketing
We have already talked about how much more engaging video content is for customers, so as part of your event and wider video creation plan, think about how you can incorporate the use of creative video into your email marketing campaign. By just including the word ‘video’ in the subject line, studies have shown the open rates of emails increase significantly.
Get personal with your attendees. By working with some forward thinking businesses (Motionlab is a favourite of ours) you can use video content before and during your event to personalise your content. Creating tailored videos that convert and speak directly to your customer will always be a winner.
To make your event run as smoothly as possible, it's important to have support in all the right places. By taking the time to create instructional videos (perhaps explaining how visitors register or log in to events) you can help ensure your event runs with ease. You can check out other ways your event can run seamlessly HERE.
Video tour of venue
For different types of venues, 3D video paths showing attendees the venue beforehand can be useful for delegates and event staff alike. A virtual tour of the space beforehand is an often overlooked way video can enhance user experience as part of your event.
Record speaker intros
Recorded speaker introductions are a brilliant way of streamlining the process of getting a speaker up on stage and ready to get their message across to attendees. Speaker intros can easily be recorded ahead of time and either played just before the speaker arrives on stage or can be filtered out to attendees before the event so everyone is up to date and ready to get the most from the speakers.
Record attendee testimonials and gain credibility
It’s all about social proof, and video is the perfect way to capture the essence of what you do. There are so many ways to capture these types of testimonials from more formal interviews to simple informal chats. But one thing is certain, gaining these types of testimonials at your event is an opportunity not to be missed.
Show company culture
There is no better way to show off your company culture than by quick interviews with staff at all levels during events. As a way to showcase this kind of content, events run in Eventee are accessible to attendees for 12 months after the event so event content is extended
As part of virtual events
Video content is essential in virtual meetings because there is no face-to-face interaction. Video is a requirement for each virtual event due to its ability to captivate, thrill, and emotionally connect viewers.The Eventee app has been designed to help with not only in person but virtual events too by being able to assist organisers with a place to showcase their video creations through the app before, during and after.
Live event video production
For *some reason* since 2020, we have all become comfortable with the word ‘hybrid’.This is just one of the ways where Eventee’s integrations take care of it all. The SlidesLive integration helps multiply your reach by taking care of professionally streaming the event for you from start to finish.
Event opening video
Nothing welcomes attendees to an event and gives them a feel for proceedings than a kick ass opening video to kick off the event in style. An opening video should use your brand's voice to evoke all the excitement and energy that the team have poured into the event and inspire attendees to be ready for what lies ahead. An opening video should aim to get your audience up on their feet and ready for action. Just like a Jerry springer taping, but without the fighting.
Record Q&A with speakers
Get the most out of speakers by recording Q and A sessions. These types of sessions can be extremely valuable to attendees before and after the event and once again are a great type of video content to be repurposed to help meet business goals.
Relax zone with silent cinema
From an entertainment point of view, an increasingly popular idea is to create a ‘relax zone’ within the event space. This is where cinema style projections could be used to help attendees take some time out with the type of projections on offer down to you. Once again this is an opportunity to showcase your company culture as well as be able to choose some great video projections for the area.
Recycle event content
Are you even a marketer if you don't repurpose your content? Video content is no different and with a tiny bit of know-how, live streams, interviews and Key notes can be chopped down and repurposed to create some great snippets for all areas of business.
Thank you video
As a way of showing your thanks to attendees, you can create a video for the end of the event, this could either be prerecorded or could use footage taken from the event that is circulated to attendees. This is a great way of giving attendees and organisers alike a better understanding of how goals were met during the event and can be included as part of any wash up sessions as an easy discussion point.
✍️ Wrapping things up
Using aspects of video as part of your event is something that all businesses need to take on board if they want their event to come across as creative, forward thinking and engaging. As you can see, there are so many ways in which incorporating video into your event can be done easily and with great results, that we have just skimmed the surface. We would love to hear about some of the other ways you have integrated creative video into your event and how you used the ideas written about in this article to create inspiring events.