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How to Use Video Content Marketing for Event Promotion

Free photo young woman blogger recording video on camera

Video content marketing is an extremely effective way to promote your event and drive registrations. Here are some tips on how to leverage video to boost event attendance:

Why is video content marketing effective for events?

There are several reasons why video is a powerful tool for event marketing:

It grabs attention – Video is inherently more engaging and attention-grabbing than text or images alone. Videos in news feeds get 3x more overall engagement than other post types.

It generates excitement – Video allows you to capture the energy and excitement of your event in a way that text cannot. Event promo videos get viewers hyped up to attend.

It builds trust – Videos let you showcase the event experience so attendees know what to expect. Videos with event speakers help establish authority and credibility.

It improves recall – Viewers retain 95% of a message when delivered via video compared to 10% via text. Videos stick in your audience’s minds.

It simplifies complex ideas – Videos can easily communicate complicated event details through visuals and demonstrations that text struggles to relay.

It facilitates sharing – Video generates 1200% more shares than text and images combined. Promo videos can go viral through social sharing.

It enables personalization – Videos like personalized invites establish human connections that drive registrations. Outreach videos make prospects feel special.

It expands reach – Live streaming event videos allows virtual participation, increasing total event engagement and exposure.

Why is video more engaging than other content formats?

There are a few key reasons why video content grabs more attention than text or images:

  • It’s multimedia – video stimulates both the auditory and visual senses, creating an immersive experience.
  • It feels more personal – viewers connect with real people on camera, forming emotional bonds.
  • It’s easier to digest – video simplifies complex info into an easy-to-absorb narrative sequence.
  • It’s inherently shareable – social platforms prioritize video, so it’s more likely to spread organically.
  • It captures emotion – video conveys energy, passion, and enthusiasm that text cannot replicate.
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The combination of these factors makes video the most engaging digital content format by far. Event videos in particular take advantage of video’s strengths to generate excitement and drive action.

What types of videos can I create to promote my event?

There are many video formats you can produce to promote your event at different stages:

  • Event Teaser Trailer – A short, exciting video highlighting key details and event highlights to generate hype.
  • Speaker Spotlights – Short interviews or testimonials with featured speakers to showcase expertise.
  • Event Agenda Video – A quick visual overview of the event schedule, sessions, times and locations.
  • Event Recap Video – Compiles footage and testimonials from a previous event to showcase the experience.
  • Behind-the-Scenes Video – Shows special access to event preparation and production not seen by attendees.
  • Animated Explainer Video – Uses motion graphics to explain an event concept or processes.
  • Event B-Roll Video – Background footage from the event that can be used in other videos.
  • Personalized Outreach Videos – Customized videos inviting prospects to register or set up meetings.
  • Social Media Clips – Bite-sized videos of event highlights ideal for driving social engagement.
  • Event Live Stream – Broadcasting video coverage of the event in real-time for virtual viewers.

If I’m on a budget, what’s the most impactful event video I can produce?

If resources are limited, focus on producing an event teaser trailer. These short, exciting promotional videos highlight the key details and energy of the event in a compelling fashion.

A 30-90 second teaser can be produced fairly affordably by either hiring a freelance videographer or creating it yourself using affordable equipment and editing software. The trailer can then be amplified across social media and digital channels to generate significant buzz for minimal investment.

Factors to emphasize in an event trailer on a budget:

  • Date/location/tickets
  • Speakers/entertainment
  • Big moments like product launches
  • Attendee testimonials
  • Venue shots
  • Event name/logo reveal
  • Strong call-to-action to register

Prioritizing a budget event trailer will maximize impact and get the most marketing bang for your buck.

What equipment and software do I need to create promotional videos?

Here is a rundown of basic equipment and software needed:

Camera

  • DSLR camera or high-end point-and-shoot (Canon, Sony, Nikon, etc.)
  • Smartphone with 4K video capability

Audio

  • External microphone for improved sound quality

Accessories

  • Tripod for stabilized shooting
  • Lights for better video quality

Editing Software

  • Easy: iMovie, Adobe Premiere Rush
  • Advanced: Adobe Premiere Pro, Final Cut Pro
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Computer

  • A sufficiently powerful computer for video editing

What tips do you have for shooting high-quality video on a budget?

Here are some tips to shoot great video on a tight budget:

  • Use natural lighting whenever possible. Position subjects near windows or outdoors.
  • Reduce background noise by choosing quiet locations or using mic accessories.
  • Stabilize your shots with tripods, monopods, gimbals or other supports.
  • Frame shots using the rule of thirds for balanced compositions.
  • Vary shot types between wides, mediums, and close-ups for visual interest.
  • Keep camera movement smooth – avoid fast jerky pans and zooms.
  • Set camera resolution to the highest 4K or 1080p for flexibility.
  • Use external mics or mic up presenters rather than relying on built-in mics.
  • Scout locations beforehand and trim shaky footage in editing.
  • Invest in core equipment like mics, lighting, stabilization rather than new cameras.

With some creativity and planning, you can produce stellar marketing videos on a budget. Focus on the fundamentals.

How can I promote my event videos effectively?

Here are some tips for amplifying your event videos to reach wider audiences:

  • Optimize for search – Include targeted keywords in titles, descriptions and captions.
  • Leverage owned channels – Share videos on your website, email newsletters, and existing social media.
  • Run paid ads – Promote videos through paid social media advertising and pre-roll video ads.
  • Pitch media – Reach out to relevant media outlets and reporters with event videos.
  • Incorporate into gated content – Place videos into lead generation offers like free ebooks.
  • Repurpose creatively – Turn longer videos into smaller segments, GIFs, and more.
  • Collaborate on cross-promotion – Partner with influencers and brands to co-promote videos.
  • Analyze and refine – Review video and traffic analytics to refine promotion strategy.
  • Prompt sharing and engagement – Ask viewers to like, share, comment on videos.

What’s the best way to repurpose my event videos?

Some effective ways to repurpose event videos include:

  • Turn testimonials and footage into shorter social media clips.
  • Incorporate selections from livestreams into highlight reels.
  • Use speaker interview segments for future thought leadership content.
  • Compile B-roll into video loops for branding and atmospherics.
  • Mix and match for new and unique compilations.
  • Create subtitles, transcriptions and blog posts based on video content.
  • Pull powerful quotes, statistics and insights for social posts.
  • Re-edit into new videos on specific topics surfaceable in search.

Repurposing your videos into multiple formats and applications will maximize their value long after the event concludes. Get creative with recombining and resharing your content!

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What metrics should I track to assess video marketing performance?

Important metrics to track include:

  • Impressions – Number of times videos are displayed to users.
  • Views -Instances of users clicking to watch videos.
  • View rate – Percentage of impressions that convert to views.
  • Completion rate – Percentage of video viewed from start to finish.
  • Engagement rate – Likes, comments, shares and other interactions.
  • Traffic – Number of visitors driven to your site from videos.
  • Leads/Sales – Conversions generated from video content.
  • Sentiment – Audience feedback and reactions to videos.
  • ROI – Revenue driven relative to video production and promotion costs.

How can I calculate the ROI of my video marketing efforts?

To determine your return on investment (ROI) from video marketing, first tally all costs associated with video production and promotion, including staff time.

Then total the revenue driven by your videos, whether from registrations, sponsorship, merchandise sales, etc.

Finally, divide revenue by costs. For example:

Total Revenue Driven: $30,000 Total Video Costs: $10,000

$30,000/$10,000 = 3

This is an ROI of 3, meaning for every $1 spent, you generated $3 in revenue. This calculates the hard monetary return from your videos.

You can also assess value via metrics like views, completion rate, and sentiment to evaluate the overall performance and impact of your event videos.

What are some key takeaways for using video to promote my event?

Some core takeaways include:

  • Video generates excitement and drives conversions better than any other content medium.
  • Produce a range of videos focused on event details, speakers, attendee experiences, and more.
  • Promotional videos don’t have to be expensive. Focus on core fundamentals.
  • Amplify your videos across all owned, earned, shared, and paid channels.
  • Continually analyze performance data to refine your video marketing approach.
  • Strategically repurpose your event videos into smaller segments for extended value.
  • Videos allow you to engage prospects on a more personal and emotional level.
  • The impact of video marketing accumulates over time as content assets grow.

Investing in video content will pay dividends for boosting your event outcomes well into the future.

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