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How can I integrate video into my event marketing strategy?

By now you’re probably used to sharing pictures on social media, which are proven to be more engaging than a plain text post. Facebook posts with images see 2.3X more engagement than those without images. But video is becoming an essential tool for an effective digital marketing strategy. 56% of all videos published in the last year are less than 2 minutes long. (click to tweet)


Video traffic will account for 82% of all internet traffic by 2021, so it’s time to get the cameras rolling! Here’s what you need to know to get started with video marketing.

The video marketing stats

One of the leaders in the video marketing revolution is Facebook, the platform in which daily video views have increased from 1 billion to 8 billion in one year. With the launch of the Facebook Live feature, Facebook is evolving their platform to make video a key component of their offering. Another telling stat on the power of video marketing is that 70% of Twitter users are big on mobile video discovery. And the only things millennials love more than apps are videos to watch on their apps. If you can create and share entertaining and informative (or Edutainment) videos promoting your event, congress, or association, you have a recipe for social success.

Technical details

Once you establish the expected ROI from your video, you can decide how much time and money you want to invest in filming. If it’s a short, off-the-cuff piece of footage with a casual tone, you can use your smartphone without sacrificing much in the way of quality. Just make sure to have adequate lighting, controlled sound, and avoid using the built-in zoom! It is also important to have a strong Internet signal if you are shooting Facebook Live to ensure the best quality. If, on the other hand, you need to create something more professional, understand that you’ll need a better camera and editing software know-how before you can really hit publish.

What to shoot

Probably the best thing about video marketing is that it can be incredibly fun. Have an idea for a humorous character or scenario that illustrates your selling proposition? Run with it! Your viewers will appreciate the effort! Other great uses for video include saluting your sponsors, showcasing your destination, providing valuable information about your event, or interviewing speakers or members of your organization. Finally, a great way to integrate video into event marketing is a presentation of testimonials. Capture spontaneous attendee reactions and comments, and you’ve got great promo material for next year!

Where to share

If you want to share videos live, you can consider the powerful tools available to you on social media such as Facebook Live and PeriscopeSnapchat and Instagram Stories also provide live options as well as posting pre-filmed footage. By looking closely at the features of each, as well as the demographics they attract, you can make an informed decision. One of the most important things to keep in mind with any video marketing content is that it can be reused throughout the year. Video is content that keeps on giving, from the different promos you create to the sessions you record.

Best of both worlds

Hybrid meetings combine live and remote participants and present another great opportunity to take advantage of video marketing. Your event’s reach is expanded considerably when you allow people the world over to take a peek inside. Once you decide which sessions you’d want to stream, it’s crucial to have a moderator addressing the remote audience and to have your speakers acknowledge this audience as well. Don’t forget to look into the Wi-Fi options at the venue to find out if the speeds are fast enough for good-quality streaming. Hybrid meetings are the subject of debate regarding the degree and cost of virtual access, so stay tuned for a deep dive on this in a future take/two.

In the not-too-distant future

As video becomes more essential to your marketing toolkit, it will also become more high-tech. There have been some spectacular examples of VR at events. The format you would use to create this immersive experience is called 360º VideoSpecial cameras capture the entire view around them, which can be viewed using a headset or by clicking and dragging using any other device. While VR adoption is growing slowly but surely, there is no question that this technology will be game-changing relatively soon. Happy shooting!

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