According to a recent Cisco study, by 2019, up to 80% of internet traffic will be associated with viewing video. In fact, researchers at Forrester Research have found that, by now, two-thirds of Twitter users watch videos posted by brands, whereas a company’s prospects to show up on the first Google results page increase 53 times thanks to videos. A 2015 survey shows that, in this context, an overwhelming 96% of B2B organizations are already using video content marketing. Although statistics by video type are not available yet, event videos seem to rank high among all corporate video marketing tools, if look at Dailymotion’s decision to host curated video hubs for current and future events. Without further ado, let’s explore how you can make event videos work for your company when you are
Create value videos before your event
Before the event, you might want to consider creating value videos. These are videos which convey the value proposition of your unique event by featuring content that shows or hints to the benefits of attending your event. This can be a powerful marketing tool as long as you do three things:
- emphasize the attendees and their needs, which your event is supposed to address;
- provide useful information, such as interviews with key people in your company or with keynote speakers at your event, expert answers to a question your customers frequently ask, tutorials, demonstrations, etc.;
- send the videos ahead of time to your targeted audience, making sure you have 6-8 weeks left before the event.The way to go about this is to use email, but you can also post your videos on Youtube, Vimeo, and social media platforms (Twitter, Facebook, etc.).
Make sure your value videos do what they are meant to – provide value. However, don’t give out all the information at once, in an enthusiastic attempt to be as helpful as possible. Instead, find the right balance between giving valuable information and making your audience curious to learn more (which they will only be able to do if they attend your event). If done properly, such value videos could easily go viral.
Capture the event on camera
During the event, here are three video strategies you can use:
- broadcast all or parts of the event in real time, on TV, social media, your website and Linkedin. It is recommended to go with social media because it cuts your costs and because this creates higher prospects of reaching a much larger audience.
- capture the key moments of your event and build a collage to be distributed after the event.
- collect testimonials from your attendees.
Testimonial collection is particularly effective because it is essentially a trust-building tool. Here is how you can go about collecting testimonials:
- Ask attendees about their expectations for the event and the biggest issues they face in their business. Although you are not asking specific questions about your company, such general testimonials can make for a good introduction to your company’s approach and services.
- Ask attendees about their experience using your services and products. If you are planning to include demo sessions for prospective customers who haven’t tested your company’s products or services yet, collect their impressions on the demo sessions.
Share post-event impressions
After the event, here are three video ideas worth considering:
- the video collage you created from the key moments of your event can be distributed using the same channels as before: your website, social media, Youtube, email, etc.
- create a single video including snippets of the individual testimonials you distributed during the event and share it widely.
- if you event featured keynote speakers, create a single video including excerpts from their presentations and send it to your audience, but also to your speakers who can multiply the marketing effect by distributing it on their own communication channels.