A study conducted by Adweek highlighted that the video marketing sector has exploded in recent years. In fact, 99% of marketers state that they will continue to use video marketing in their approaches in the future. Moreover, 88% of them are committed to allocating more funds to this type of campaign in the future.
These figures are not surprising when we know that in 2020, 78% of people were already consuming video content every week, and 55% of them were watching videos every day. These numbers have continued to rise over the past two years, especially due to increased internet accessibility linked to smartphones, social media overconsumption, and information overload. Have you ever taken a moment to look at the percentage of time you spend on the internet each day? Don't be surprised. Indeed, in 2022, an average person spends 5 hours and 34 minutes online per day, with 2 hours and 19 minutes via their mobile.
Thus, videos are part of our daily lives. Over 78% of consumers prefer to discover a product or service through videos. They are a universal means of communication, especially in today's world, largely focused on audiovisual and experiential marketing. So say goodbye to stationery and endless long texts... and hello to the magic of video! ✌️
Why use video to promote my event?
Objective 1: Spend less while communicating more
In one minute of video, it is possible to share dozens of ideas and pieces of information, using hundreds of words and visuals. This is very useful, especially when you want to convey a strong message in a limited time.
If your budget is tight, you can definitely produce a video with "DIY" means: an iPhone, a lapel microphone, a green screen (or not), a ring light, and you're good to go! Today's new technologies allow us to create high-quality videos at a low cost. Likewise, several software programs can help you achieve beautiful edits without the need for an external provider.
🎥 Among them, we recommend:
Premiere Pro
Objective 2: Capture guests' attention
Use audiovisual techniques to captivate the viewer and make them stay until the end of the video. For example, don't give them time to get bored. The goal is for them to stay on the video until the end!
We advise you to create a short format (maximum 20 seconds), as the first few seconds matter! On Instagram, for example, videos are played automatically, so the user is forced to watch the first few seconds of the video anyway. This is when you need to capture maximum attention. Keep in mind that the majority of videos start without the user activating the sound. Thus, create one that speaks for itself, with enticing images and/or text.
To make your video a concentration of emotions, we recommend Storytelling. This technique involves telling a story, facilitates memorization, and develops a real attachment to the brand. Cleverly used, it can even bring a tear to the eye. 🥲
The more pragmatic and Cartesian among you will rather use infographics. It will allow you to highlight numbers, key data, and study results, thanks to animated and meaningful visuals. To leave an indelible impression on your viewers' minds, don't hesitate to use your company's color code and fonts.
Because your video also aims to convert, try to place a Call To Action (CTA) at the end. Don't leave your viewers without guidance!
Here are some examples to guide them after watching the video:
More information on our website: www.website.com
Sign up now at...
Follow us on our social media to stay informed...
Contact us now and enjoy a VIP spot
Objective 3: Increase Visibility on Social Media
Social media has become an essential communication tool, both in B2C and B2B contexts. Their free accessibility makes them highly valuable. Through them, it's possible to enhance your organization's visibility without spending a dime, while showcasing your products to a wider audience! So, what are you waiting for?
Among the social networks where videos excel, we find Twitter, Instagram, Facebook, and TikTok. Videos now start playing automatically and are even more easily pushed to the top of news feeds.
Considering that YouTube is the most used video-sharing platform with around 1.5 billion users, and Facebook has over 2.2 billion users... The potential for views and shares you can gain with these networks is enormous! Thus, the likelihood of the video being viewed significantly increases. Therefore, it's essential to capture the viewer's attention as best as possible during the first few seconds and then let the magic happen.
The advantage of digital is that you can track your video's performance in real-time. Indeed, it's possible to access publication statistics directly from the social network and see the number of impressions, media plays, follows, and link opens.
Here are some examples of promotional videos 👇
Objective 4: Evoke Emotions
An event is experienced and felt, and it's sometimes challenging to convey all of that in writing. We are often more responsive to images, music, and colors. Thus, visual information is more likely to trigger one or more emotions.
Keys to making it visually appealing 🤩:
Dynamic or smooth editing
Powerful, popular, or spine-tingling music
A story the viewer can relate to
Your video should convey to your guests that if they don't attend, they'll miss an extraordinary event. To maximize participation, give them a glimpse of what awaits them without revealing everything.
Objective 5: Enhance Brand Image
Not to be overlooked: you can complement your website or event website with promotional videos of your events and attract your future clients. Moreover, your brand will stand out, and you'll be perceived as an innovative and modern brand because, yes, these actions are in line with the times.
Indeed, why bother writing pretty sentences worthy of Voltaire when a simple video of a few minutes is enough to summarize the information and maintain your viewer's attention? You can incorporate music, images, colors... Representing your company's spirit will be much easier.
What are the steps to create the perfect video?
Step 1: Who's Your Target Audience?
Define the objectives of your video. This will guide how you design it. For example, is your goal to launch a new product at your event? To work on your brand awareness? Or to create new connections with your collaborators?
Step 2: Choose the Right Format
Think about the format of your video: an interview, a classic presentation, or something more design and animated using motion design and 2D animation...? You have a plethora of choices, just select the one that best fits your event.
Step 3: Master Your Budget
Analyze the resources and budget you'll need. Creating a video (especially motion design) will require specific skills. So, it's important to consider whether you have the skills in-house or if you need to hire an external provider like an agency or a freelancer. ☝️ Don't hesitate to ask for quotes and compare prices to get an idea of the cost of these kinds of videos.
Step 4: Ever Dreamed of Being a Great Director?
Now that you've thought about your objectives, your format, and have established a budget, it's time to let your creativity flow! The script should remain simple and effective. Remember, a short video lasting between 20 seconds and 1 minute is more likely to be watched than a 2-minute video.
One of the simplest methods to create a good script is to create an Excel file in which you'll indicate:
The dialogue and sound effects
A description of the scene
The characters that will appear
Step 5: Action! 🎬
If you're making the video yourself, it's important to follow some rules of imagery, like the rule of thirds, for example. If you don't have the necessary equipment for moving videos, prioritize fixed shots.
Pay attention to the sound quality of your video. This is often overlooked or sidelined! It's better to equip yourself with a special microphone equipped with a rycote that reduces harmful sounds like wind if you're outdoors.
Also, make sure to light the subjects (if any) well to optimize the quality of your video. You can also hire an agency to produce your videos.
Step 6: 1, 2, 3, Edit! Bring your video to life with dynamic and creative editing! For this, you can use software like Adobe Premiere or Final Cut. If you don't have access to them, you have iMovie available for free on your MacBook, or Camtasia and Movavi if you're still a beginner in video editing.
Step 7: Convey the Right Message
As we've seen before, you can choose to broadcast your video on the most popular social networks like Twitter, TikTok, YouTube... Hundreds of thousands of users navigate these platforms, and thousands of videos are uploaded daily.
You can also integrate your video into your website, making it more current and dynamic.
If you have a blog, we recommend publishing an article about your event and incorporating your video into it. Also, add it to your newsletter and spread your message to as many people as possible!
Promoting your event while innovating
For some time now, and thanks to new technologies, we've been seeing more and more live videos emerge. 💡 Using video is good, but adapting to current trends is even better!
Live Videos
Live videos are the new must-have for event organizers. Statistically, this type of video is viewed three times more than standard videos.
Quick tip: Studies show that people are more receptive to a video when it's shared by peers. So, encourage your influential guests, or even non-influencers, to stream your event live for maximum impressions and reactions. People will then want to know more and take a greater interest in your event.
At Eventdrive, we know that you value your community a lot, so engage with them! This is indeed one of the big advantages of live streams. Interact directly with users and show that your guests matter to you.
Example of Red Bull Cliff Diving
Let's take the example of Red Bull. Since 2009, the brand has sponsored the Red Bull Cliff Diving, an extreme diving event held in 9 different countries. For the occasion, Red Bull has specially created an event website where each year, it livestreams the event. What better way to promote your event than to show live the excitement it generates? 🎉 In addition to attracting attention, this allows sharing strong emotions with viewers.
So, as you can see, promoting your event through video is a strategy not to be overlooked as it can provide an excellent preview of your upcoming event. It remains the best way to attract your future participants and instantly evoke emotions. So don't hesitate and go for it!