According to HubSpot, video is the most common type of media utilized in content marketing and 93% of video marketers feel it’s a key aspect of their marketing strategy.
With that said, videos are no longer just marketing materials. Now, whether it’s a virtual or an in-person event, organizers create videos for each attendee touchpoint. This helps boost promotions, in-event engagement, and post-event communications.
To level the playing field, we’ve put together seven types of videos to upgrade your next event.
This article will cover the types of video collateral you can create for virtual, hybrid, and in-person events, and how each benefits the event organizer.
Why Use Videos For Your Events?
Words, photographs, and audio alone can’t portray the excitement and camaraderie of an event as video can. A video immerses viewers in the action. When it comes to marketing your event, you need to convince potential attendees why they should attend yours over others.
Using Videos in Pre-Event Marketing
The primary goal of event marketing is to create buzz. Videos are a wonderful way to raise excitement before an event, but they’re also important components of the event itself, and they may be quite useful in generating revenue afterward. You can use well-planned videos to attract registrations and increase your attendance rates.
Using Videos During and Post-Event
Your videos should attract, engage, and convert viewers. It’s critical to generate video content that is valuable to the audience to get conversions. Provide them with useful information that will assist them in comprehending the what, where, why, and how of your event. Video is an excellent way to convey the essence of your event. Live streaming is significantly more engaging than basic slideshows or PowerPoint presentations, and it may even be used to spread the word about your event.
Once your video is complete, you can use it in various ways to enhance SEO rankings, promote distribution, and increase the number of people who see your content.
Here are different types of video collateral you can use for your events!
1. Webinars/Presentations
Target stage: During the event
A webinar is a “Web-Based Seminar” that is learning-centered, collaborative, and interactive. Typically, there is a host who is accompanied by one or more presenters to discuss a given topic. Webinars at virtual events include PowerPoint presentations, whiteboards, surveys, and other technologies used to teach the audience.
Webinars are excellent for generating leads, but they are also useful in achieving other organizational objectives, such as creating thought leadership, sharing knowledge and information, and receiving feedback from an interested audience. Because webinars are so effective at generating leads that turn into customers, they immediately generate revenue, which helps your company grow.
Another advantage of having webinars (live or pre-recorded) is that you can easily alter them and produce fresh marketing materials for your attendees to study afterward. These could be informative videos on YouTube, key takeaway videos shared on social media, or event promo clips for the following year. You can turn the webinar into entirely new media, such as podcast episodes, white papers, blogs, infographics, and so on. Webinars are suitable for virtual and hybrid events and they are needed on the day of the event.
2. Video Ads
Target stage: Pre-event
One effective strategy to boost your content and attract consumers is to use high-quality films to promote your events. Above all, it transforms your event into an unforgettable distant experience. Video ads allow you to reach out to those who might not otherwise be interested in attending your virtual, hybrid or in-person event.
In the case of pre-events, video ads are useful in increasing registrations and attendance rates. Video ads might feature anything from how-to tips to client testimonials. You can also use video ads during the event for the host or sponsors to promote products and services. Since videos are more common among audiences, they are more prone to increase revenue. Video ads are launched pre-event and they are relevant for virtual, hybrid and in-person events.
3. Teaser Videos
Target stage: Pre-event
One of the most effective ways to promote your event online and ensure that it receives the attention it deserves is to create an event teaser video. You can create a teaser video regardless of the type of event. The teaser video comes out before the event goes live and offers information about the event’s date, location, purpose, and what guests can expect. The video concludes with a call-to-action, which usually invites viewers to sign up for an event.
Teaser videos may be a terrific method to promote live events or increase attendance for virtual or hybrid events while also promoting the business. Teaser videos are also launched pre-event and they apply to all types of events as well.
4. Speaker Videos/Interviews
Target stage: Pre-event
Speakers are a popular part of events, serving to educate, inspire, and entertain participants. Speaker videos and interviews are an excellent way to create a buzz and market your event. You can ask the speaker to create a small video before the event and upload it on different platforms to promote it.
If there’s a relatively famous speaker on the panel, you can ask them to promote the event on their platform which can enhance the audience participation to a great extent. You must also examine if they have any relevant video content from previous presentations. In addition to your schedule and topic descriptions, sharing this content ahead of time can help potential attendees recognize the value that your speakers will deliver. Speaker videos are launched pre-event to excite the audience and they apply to all event types.
5. Customer Testimonials From Past Events
Target stage: Pre-event
Many modern clients rely on testimonials to seal the transaction. Consumers have grown tired of sensationalized sales claims in an age of fake news and mistrust of “influencers.” This is why testimonials are so important for creating relationships, both for customers and marketers. With some well-crafted testimonials from real consumers, you can get a significant level of trust. You’re checking all the boxes for consumer engagement by combining the power of video demonstrations with authentic user testimonials.
Customer testimonials are suitable for all types of events. You can use them on your website, social media or other channels to increase attendee participation. Customer testimonials are relevant to all event types and shared pre-event to maximize the number of registrations.
6. Event Replays
Target stage: Post-event
Everyone recognizes the value of a live event and the engagement it can generate. The reality is that not everyone who registers will be able to attend. This is why virtual and hybrid events are more common as they offer event replays. Event replays mean the organizer can record the event and share it with the audience later. This helps to reach a greater audience including those who couldn’t attend the actual event.
Event replays are relevant to virtual and hybrid events and they are released after the event.
7. Video Bites
Target stage: Post-event
A video bite is a brief clip of speech or music clipped from a lengthier piece of audio. Video bites are typically taken from a recorded interview, full piece of music, or long-form video footage. The most memorable ones are usually under 30 seconds long. You can post them on LinkedIn or other social media platforms for a long period and can be worked into a larger marketing campaign post-event.
Video bites summarize what the speaker tried to communicate and is used to interest the reader or viewer. They are suitable for all types of events and are mostly post-event to recap the key points. They also help the audience catch up on anything important they missed.
Takeaway
The closest thing to being there in person at an event is video. It’s a great way to capture all of the excitement, passion, and enjoyment, therefore it should be a big component of any event marketing strategy.
When you’re strategic about capturing and utilizing video, you’ll be able to increase attendance cost-effectively and efficiently.
