This article was updated in July 2022.
Video is an indispensable part of contemporary life. According to a Nielsen report, American adults consume an average of six hours of video content per day. So it makes sense that video—in some iteration—is a pillar of any strong business event.
So why are videos important for events? Marketers can promote, enhance, and extend an event with the perfect event video program. Here are four reasons why videos are a must have for your next live or virtual event.
Tips for Using Event Video
Start with event promotion
Video is a great way to get your audience excited about your upcoming event. Whether it's a full blown event trailer or a short, self-recorded clip from your keynote, event video is an important tactic for successful event promotion.
Here are a few examples of how to incorporate event video marketing into your event promotion plan:
- Add an event trailer to your event registration page
- Share highlights from past events with an event recap video
- Have speakers record a teaser for their presentation and share with their networks
- Have customers share why they are excited to attend this year's event and share with their networks
Event videos elevate presentations
Nothing inspires like a phenomenal live talk—except a phenomenal live talk accompanied by gripping event video. Chances are if your event includes presenters, you’ll be facilitating video projection—so be ready. From the event manager perspective, you need to consider all the technical aspects of running video. If you’re stage managing, graciously coach your presenter on how to best use media to support (and not overrun) their presentation.
Many events are taking it a step further by incorporating new tech like augmented reality into exhibitions or live presentations. This shows a growing human tendency to experience more than simply watch a performance. While you don’t need to go there (yet), to keep your events fresh, be aware of all the newest tech trends.
Use live event video to extend your reach
Live event video is an excellent way to engage audiences around the world. Think like a producer and be selective about what you want the outside world to see. Start by identifying what type of streaming will draw in your target viewers. Should you set up a stationary camera for timed recording? Stream highlights of the day by drone? Encourage attendees to post clips to a live event channel? There are oodles of creative ways to incorporate live event video—but real engagement requires strategy.
Start producing engaging, fun events that drive ROI. Get the Ultimate Event Marketing Toolkit.
Stimulate social promotion
When it comes to giving your event a bigger, more multifaceted voice, social media can be your best friend. But like any marketing campaign (and this is how you should consider event video marketing), keeping it intentional requires constant curation.
Now we’re not just talking social media promotion before your event, though this is obviously critical, and you’ll need to do all the same setup. Choose your platforms, activate event pages, and create event hashtag(s). But don’t stop there. Less than 50% of event teams are using social media as an event promotion tactic during events. Take advantage of this disparity. Designate a person or team to develop and implement killer strategies to drive attention to the event as it happens—to engage attendees and non-attendees alike.
Immortalize your event
The right event video can expand the reach and influence of your event. TED Conferences are a fantastic example of this. Their video library is arguably more influential than the live events. If you’re developing a TED-level event, their website is a treasure trove of tips for how to product stellar onsite video. But even if you’re not packaging live event videos to that degree, you can create video gems that will draw viewers long after your event in over. Here are a few ideas to get started:
1. Create customer testimonials
Think about your end game here. What do you want viewers to see and learn from video testimonials? Do you have a critical question to ask? Looking for product praise? Simply want to get some VIP attendees on camera, saying nice things about your company? Once you have your angle, move on to the next step.
2.Set up a video booth with an emcee
Get yourself a camera, a charismatic emcee, a good backdrop, and a couple of provocative questions—and you’re in business. Make sure you stage your video booth in an area that gets good traffic, but isn’t loud enough to drown out your star of the moment. This event add-on is great for customer testimonials, but also for pure fun.
3. Film a mark-umentary
Too much? Well, you get the point. One great way to document your event is to staff a film team to build a curated conference video. Vidyard provides an overview of how to prep your on-camera journalist and make sure only the best bits make the cut. The event video can be used as an event recap or edited for future event promotion.
Integrating video into your events helps build awareness, spike engagement, create a buzz, and curate your brand. These methods are a kick-off point for generating ever-more interesting and fascinating event video content. Start small or go big. But whatever your approach, don’t overlook the power of events video marketing.