4 Fundamentals for Making Video Production an Integral Part of Your Event Marketing Strategy

Video Production

With internet video traffic expected to account for 80% of all consumer internet traffic in 2019, videos will continue to be a crucial element of event marketing. Videos can be extremely engaging, and event marketers recognize video production as one of the best ways to attract customers and sell tickets online.

In just 30 seconds, videos allow you to share the same wealth of information that would require multiple blogs to relay.

By focusing on these four fundamental elements, you can make video production an integral part of your event marketing strategy.

1. Efficiency

Companies using video enjoy 41% more web traffic from search than non-users, while 85% of B2B marketers believe engagement at events is an important way to accelerate the buyer’s journey. Video marketing is thus an effective way to promote your event, but only if your video production process itself is efficient.

Working with an outsourced video production company can be a long, expensive process. However, with the help of a video production tool you don’t need to. Instead, you can tap into the team you have available in-house. Moreover, bringing all of your video production needs into one software enables you to create event videos quickly—in under an hour—and efficiently, without sacrificing quality. Through the power of a single platform, you can plan, gather content, create, collaborate, and publish videos in minutes.

2. Ease-of-Use

Ease of use and intuitive creation should also be fundamental to your video production strategy. You’ll never include videos in your event marketing if they’re too difficult, costly, or time-consuming to create and get out to your audience.

Through working with over 600 clients with their video marketing strategy, the in-house Video Strategists at Wochit have identified 5 key areas that a video platform needs to deliver ease-of-use in:

  • Planning: Look for storyboards that allow you to easily create high-quality video content and tell your story in interesting ways. These templates can be reused over and over again with just slight modifications to deliver in-the-moment videos that are consistent, shareable, and on-brand.
  • Content: A content library that includes rights-cleared clips, images, music, and social media content simplifies the video production process, saving both time and money.
  • Creation: Look for a platform that offers advanced editing capabilities and automated tools that scale the creation process to your needs.
  • Collaboration: A video creation platform should allow you to tag-team to create, edit, repurpose, and distribute your videos anywhere.
  • Publishing: Integration with CMS, OVP, and social media ensures smooth video delivery to your audience no matter where they are.

3. Exposure

Social video generates 1200% more shares than text and images combined, and an impressive 80% of users can remember a video ad they viewed in the past 30 days. Videos are great for gaining exposure, but only if you have a solid plan in place to distribute them.

One of the greatest advantages of video event marketing is the immense share-ability of the content, and there are many digital platforms that can and should be used.

  • Social Media: Twitter, LinkedIn, Facebook, YouTube, and Instagram are all valid outlets for sharing videos. The important thing to remember is that videos need to be tailored for each channel. For example, Facebook videos are often viewed without sound while Instagram videos are required to be square and quick.
  • Email: Video in an email leads to a 200-300% increase in click-through rates. Sending out an email with your video included is a great way to increase open rates, click-throughs, and registrations.
  • Landing Pages: Embedding a relevant video on your event marketing page can increase conversions by 86%.
  • Information Packets: You can also send out videos as part of your information packets for attendees, speakers, and sponsors.

The other element to exposure is how you use your video. As we explain in Your Comprehensive Guide to Event Marketing, video can be used at every stage of the event to drive awareness. Pre-event you can demonstrate thought leadership, increase registrations, and promote speakers and sponsors. During the event, you can provide videos that generate real-time exposure by sharing takeaways, quotes, and social media content. Finally, post-event you can share videos to keep the buzz going with highlights.

4. Engagement

Increasing engagement is the final piece of the video production puzzle. When done correctly, event marketing videos can make your audience more engaged with your brand. 51 percent of marketers believe that events strengthen existing customer relationships.

Videos shared with sponsors and speakers can make them feel like a more vital part of the event and encourage them to share about it with their own audience. Videos shared on your own social media channels can encourage new followers, viewers, likes, comments, shares, and click-throughs. The idea is to use your videos to spark conversation.

For example, when Brand Innovators LLC began leveraging video production to promote their events, they witnessed an immediate 75% increase in social media engagement, leading to new business deals for the marketing events organizer.

The key to making video production an integral part of your event marketing strategy is to ensure the video creation process is simple and effective. A tool like Wochit makes it possible to create high-quality videos fast so that you can engage with a much wider audience, without having to invest a great deal of time or resources.

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