It’s a relief to say that live events are finally making a comeback, which means businesses and companies in the live event space should be getting a head start and taking full advantage of marketing opportunities. To get your community excited about your upcoming events and encourage attendance after such a long hiatus, consider boosting your marketing strategy with a video campaign.
Before the pandemic, events and event recap videos were powerful tools used by businesses, nonprofits, and schools. These marketing videos capture not only the “where, what, and who,” but also the energy of the event and the value it offers attendees. Event videos are powerful because they visually express the experience that attendees have and can inspire the viewer to experience it for themselves.
Keeping in mind the value and reach of your marketing dollars, here’s how you can harness the power of event videos for your organization.
What Is an Event Recap Video?
While event recap videos are powerful tools, they’re typically simple in nature. Event video productions do not require any extensive scripting or rehearsing. Rather, producing the video is more about capturing the event in real-time and precisely editing the footage down to less than 3 minutes of content. Keep in mind that a video production crew can capture the whole event if needed, but most of this footage will be archived.
We suggest to our clients that event recap videos be between 1 minute and 2.5 minutes long. This length might seem short for events that could last an entire day, but you’d be surprised at how powerful a 60-second video can be. Viewers will get an idea of the size and structure of the event visually, and short clips will highlight the venue, speakers, and main event. Overall, though, it’s more important to convey the value of attending the event to convince viewers to take action or to get involved.
Elements of an Excellent Event Video
A successful event video consists of a few key elements pertaining to the types of footage captured and editing techniques. Your video production partner should aim to understand the core value of the event and how it pertains to your brand, and then use this as a guide for capturing footage and editing the content.
First, an excellent event video should express the message and value of your event, mainly in a visual way. Instead of dictating the details of the event, the video will immerse viewers in the event experience through high-energy, fast-paced clips. Short clips, edited with visually interesting transitions, serve the purpose of showing the size of the event, attendee engagement, presenters/special guests, and more.
Second, candid testimonials from attendees during the event can be interspersed throughout the video. Unlike in other types of marketing videos, these interviews don’t necessarily have to be planned or rehearsed. Instead, the production team can pull attendees or event coordinators aside during filming and ask them about their experience with the event. Ideally, these testimonials will express how valuable the event is to them personally as well as to the community.
Finally, event videos should always finish with a clear call-to-action. After fast-paced visual storytelling and compelling testimonials, you should capitalize on the viewer’s excitement by giving them the exact action they should take. For example, direct them to register for an upcoming event and offer the direct link or resource they need to follow through.
Using Event Videos to Draw Hype
Experienced marketing video producers understand exactly how to capture the right footage for your event and edit it into a captivating marketing tool. They’ll also know how to archive and repurpose unused footage, otherwise known as evergreen video assets, to get the most of your film day content.
Here at Monzo Media Productions, we’re proud of the event recap videos we’ve provided our clients, such as this video for Veterans Shark Tank in 2019. Take note of how the pacing ideally captures the energy, and the ending presents all the necessary information for further action.
To begin boosting your marketing efforts for your upcoming events, connect with Monzo Media Productions today for a conversation about your project.