Just think about how much revenue you will be able to generate if your event is able to reach 10x more audience even after it finishes up? Consider how much brand value it will create for yourself and your business.
See, the “afterlife” of your event can be more powerful than the main event itself, if you are able to leverage the true potential of event video marketing. Not everyone interested in your event will be able to attend it in person or online.
A simple example of event video marketing is the snippets of comedy shows that you see on your Instagram feed. The parts of the event that made people laugh just a bit more are cut and used again on social media platforms to gain attention. Seeing the snippet, people might be interested in attending the live comedy show when the comedian comes to their town.
On the other hand, AI tools such as LifeInside.io can automatically edit your long event video and cut it into short, engaging highlights and even reels, depending on the platform where you wish to upload it. This saves you a lot of time and gives you platform-centric event snippets that reach new audiences who prefer snackable content.
This is just the beginning of what’s about to come in this blog. Today, we are going to show you some of the most crucial strategies for corporate event video marketing, highlight the benefits of creating social media event videos, and discuss some of the AI-powered solutions that can help you in creating event recap videos in a jiffy!!!
What is event video marketing?
To put it, event video marketing is a method to make your “one-day moment” convert into videos of a shorter running time that could generate visibility, engagement, and even revenue after the event has finished.
Video marketing of an event can make it more accessible; videos are more engaging than presenting your social media audience with just static text or an image. Also, an event for which you have been preparing for almost 6 months to a year can end in just 2 days, but if you are able to convert that event into videos, you have the potential to deliver results for months and years to come.
Take the example of Tomorrowland; it is one of the biggest music festivals in the world, and they come up with an aftermovie in which they create cinematic recap videos to be shared on social media platforms and on YouTube. People who were unable to attend
Tomorrowland was able to build a strong emotional connection through the event videos, which resulted in Their 2012 YouTube aftermovie got over 180 million views.
Why Event Video Marketing Matters
From the Tomorrowland example, we believe you might have noticed one thing: event videos can be an asset for making a brand go viral. The aftermovie turned Tomorrowland from a music festival to a global entertainment brand, of which everyone wants to be part as an artist, organizer, or attendee.
Events are temporary, but videos make them permanent by giving them permanence. A highlighted reel, a keynote recording, or a behind-the-scenes clip can result in generating traction from your audience once the event has finished.
Also, videos are considered to be the best form of shareable media, as they are able to capture the true essence of energy, emotions, knowledge, and human moments that made your event special.
It also boosts revenue opportunities because if you have higher visibility of your event, you can charge more from sponsors, and organizers can sell access to recorded sessions or even live stream the event for the audience who paid for it.
Event video marketing matters because it allows you to turn fleeting moments of your event into evergreen marketing assets, resulting in more reach, engagement, and revenue.
Types of Event Videos
Here is a complete list of different forms of videos that you can create from a single event:
1. Pre Pre-event videos/teasers/promo trailers/speaker introductions:
It’s a short video used in virtual event marketing where the main goal is to spark curiosity and excitement for the upcoming event. Think of it as a movie trailer for your event, but here you won’t be revealing the entire lineup of the event; you are just going to give the audience a small glimpse of what they should expect from the event.
The duration of the teaser video ranges from 15 to 60 seconds, and it is fast-paced, combined with compelling music.
2. During Event Videos/Live Streams/Behind-The-Scenes Clips/Attendee Testimonials/Highlight Reels:
With the help of event live streaming or live updates, you will allow more people to be part of it without having to be physically present at the location. Also, you can showcase what goes on behind the creation of such an event, showing backstage where speakers and artists are present before their time on stage. Using attendee testimonials, you can capture the feel and genuine excitement of the people who are attending the event. Finally, short highlighted video content to showcase the best moments from the event.
The duration can range from 60 seconds to 60 minutes.
3. Post Event Videos/Aftermovies/Educational Content/Sponsors/ Case Study Videos:
Once the day is over, you can use these event promotion videos for creating a cinematic summary of the event, and use the recorded video of talks, panels, and workshops for curating an on-demand learning experience.
A dedicated clip that showcases the sponsor’s involvement and how their branding value helped the event. Finally, the case study video will provide information on the business side of the event by showcasing statistics, ticket sales numbers, and profit made after cutting sponsors and other expenses.
The duration of post-event videos can range from 6 minutes to 30 minutes.
Planning an Effective Event Video Strategy
Given below is a comprehensive event video strategy which you can use for corporate conferences, cultural events, product launches, music festivals, and others:
Define goals & KPIs
First, you need to ask what you wish to achieve from the event videos. It could be awareness, engagement, revenue, retention, and other things. You need to align each KPI with a specific stage of the event video lifecycle in order to track the success of your video campaign more clearly.
Identify target audiences
When you are identifying the target audience, you need to ask yourself why your viewers will watch your content instead of just thinking about the demographics. Apart from this, you should consider content preference; a short-form platform like Instagram won’t see good amounts of engagement when you upload a long video.
Also, check if you could make the content interactive, such as adding polls, hotspots, and clickable CTAs for people who are from the same industry and like to watch similar kinds of content. As an event video marketer, it is your responsibility to match the audience segment with the right form of video content and with the right platform.
Choose platforms
When it comes to finding the right platform for branded event videos, you have to come up with the right balance of audience reach, engagement, and event goals. Here’s a complete list of potential target audiences and their preferred social media platform:
- LinkedIn - Professionals, B2b business networking
- Instagram/ TikTok - For a younger and casual audience, it relies heavily on short-form content.
- YouTube - Search-driven, long-form content, audience is a mix of casual and knowledgeable people.
- Dedicated Event Platforms (Lifeinside, Zoom Events) - More controlled access that results in premium engagement.
Budget & resources
You need to account for both the event’s video production and its promotion. The cost must include equipment, crew, platform or any software expenses that are required to script, shoot, edit and market the event video.
When you are creating a large-scale event, it would be a nice idea to include a dedicated team of livestream management, community engagement, and sponsor integration. You also have to set aside a certain percentage for budget contingencies, it could be extra editing rounds, technical issues with the gear or last-minute promotional pushes, so that your event video strategy runs smoothly without you having to overspend.
Leveraging Event Video Marketing for Different Event Types
Here’s how you can take the benefit of using video marketing in different scenarios.
video marketing for conferences
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Corporate conferences
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Product launches
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Webinars & virtual events
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Trade shows & expos
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Internal training/onboarding
How does LifeInside.io simplify compliance?
LifeInside.io is a video marketing platform which is GDPR compliant. It comes with its own set of analytics, which makes it a great choice for capturing, sharing, and even managing event-related interactive videos. Apart from this, here are a few other ways in which LifeInside.io gets the job done:
Simplified Compliance Process
It comes with GDPR-compliant storage; as a result, it becomes easier for organisers to handle a large number of attendees in one live stream. Also, the videos of event speakers fall in the same GDPR compliance list, so they automatically become secure and audit-ready.
Integrated Analytics & Engagement
The analytics dashboard comes with actionable insights on video engagement while keeping sensitive data of events hidden and protected. The interactive elements, such as click buttons, polls, forms and other things that are present in the video, are handled with secure data practices, thus ensuring your content gets the engagement it needs, and at the same time, your privacy is fully respected.
Real-World Application for Event Video Marketers
You can use LifeInside even before the event starts; it can help you in collecting and distributing speaker intros or create promotional teasers while automatically taking care of compliance from the point of collection.
As the event starts, you can gather attendee-generated content, administer live polls and can also create shareable insights. Finally, after the event is finished, you can use this platform to create interactive recaps and collect attendee feedback surveys without having to worry about compliance breaches.
Emerging Trends in Event Video Marketing
Some of the most important and emerging trends in event video marketing are written down below. Find out which one you should be using for the upcoming event:
AI-powered video creation is on the verge of becoming mainstream entertainment. With the help of AI, video creation has become quite efficient and more affordable to produce.
Short form or snackable videos are filling the internet as you read, various platforms like TikTok, Instagram Reels, and YouTube Shorts are prompting brands to think out of the box for delivering value and branding all in one 60 seconds.
Shoppable and interactive videos allow viewers to click on a product, answer polls and sign
up directly for an event as they watch its teaser. All the interaction-based videos streamline the lead capture and conversions.
Lastly, AI video avatars for events are now getting popular, from music festivals choosing their virtual mascot to singers and bands using custom avatars on their social media tour posters are considered to be more authentic and provide a personal touch to the entire marketing of the event.
Conclusion: It’s Time To Harness The Future Of Event Video Marketing
Event video marketing is evolving at a much faster pace than we can imagine, with the inclusion of top-notch marketing strategies for hitting the virality numbers, to using the true potential of platforms like LifeInside.io for the marketing of event videos, organisers are doing everything to drive higher participation of viewers.
The use of AI-powered tools not only helps in streamlining your video production and personalisation it also leads to real-time analytics and the use of adaptive content to ensure that your event marketing campaign is able to deliver measurable outcomes and holds a diversified viewership.
Frequently Asked Questions
1. How does event video marketing improve audience engagement?
Event video marketing creates an emotional connection through storytelling, visuals, and sound. In addition to this, you can also include interactive features to increase participation as well as reach. Videos are able to hold viewers’ attention for a longer duration, which enhances brand recall.
2. How can businesses plan an effective event video marketing strategy?
We have mentioned a proper video event marketing strategy in the above blog, so here’s a small snippet that covers what you need to include to make it effective:
- Define clear objectives and your target audience.
- Create short, engaging videos that are custom-produced for each platform.
- Produce teaser and reminder content before the start of the event.
- Use interactive live sessions for creating engagement and consistently analyse data to optimise video marketing campaigns.
3. What equipment is essential for high-quality event videos?
To be honest, to create high-quality event videos, you can go as simple as using a mid-tier smartphone which has a good camera, or you can go all the way up to a 4K video camera; the choice is yours to make. The list of essential equipment is as follows:
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A camera
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Versatile lenses
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A stable tripod for support or a gimbal
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Good lighting
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External microphones for clear audio
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Extra camera batteries and memory cards
4. How can event videos be repurposed after the event?
After the event is complete, you can use videos from the event by creating short clips from it that can be posted on social media platforms, producing highlight reels, creating an aftermovie of the event, turning interviews that were part of the event into mini blog posts or even entire podcasts. You can use the snippet videos in email campaigns, webinars, and even in infographics to extend your reach and add value to your content beyond the content itself.
5. What metrics should I track to measure ROI from event video marketing?
You need to keep a track of metrics like engagement rate, which includes likes, shares, and comments, click-through rates, and conversion rates. Furthermore, monitor audience retention, social shares, lead generation and revenue associated with the video.
