Video is one of the most adaptable modern forms of advertising and marketing. You can cram a lot of information even into a bite-sized video through not just visual cues and dialogue, but subtext, audio, and much more. That’s precisely why there are entire marketing teams dedicated to creating impactful, messaging-specific videos across various platforms, social media included. It’s also one of the best ways to market an upcoming event, especially if you have contextual video from past experiences.
These days, most businesses use video as a marketing tool. Moreover, because nearly every social media platform offers some form of video sharing, alongside greats like YouTube and Vimeo, you can truly maximize the value and output of a video. You can reformat and upload to new platforms, business websites, repurpose for new sharing mediums, and beyond.
The question then is not why but how? How do you thoughtfully shoot video and create content to promote live events? What are some viable ideas for using video content?
Promoting With Video Before the Event
Before the event, you should focus on teasing, informing, and unveiling with the content you produce.
- Share short, exciting teasers and announcements about what to expect.
- Spotlight some of the speakers, celebrities, and personalities attending.
- Introduce key sponsors from the event and share their current campaigns.
- Give short virtual tours of the venue or helpful where-tos.
- Host deadlines, contests, and timers that introduce a timely experience.
- Share testimonials from years prior if the event is long-standing.
The goal is to get everyone ready for the event, whether they’re attending in person or not, teasing with new speakers and experiences, and covering some of the returning elements.
During the Event
During the live event, you should focus on engaging, educating, and fully representing the on-site experience.
- Livestream segments of the event to bring in a wider audience.
- Give on-the-floor or direct-experience teasers to show what it’s like being there in person.
- Interview attendees on the floor, speakers, and booth owners for unique perspectives.
- Recap major happenings at the end of the day.
- Provide quick itineraries of the day’s schedule in the morning.
- Capture plenty of video for “best-of” and feature compilations as well as for future marketing campaigns.
- Introduce exclusive livestream or web-only content for remote viewers, such as behind-the-scenes content, interviews, and commentary.
Every live event is different, and here, you really want to capture the spirit of the environments and experiences, mostly by communicating with attendees and getting down on the show floor for up close and personal content.
Following the Event
Once the event has concluded, you should focus on summarizing, communicating individual experiences, and building future campaigns.
- Create highlight reels showcasing the best moments and user-centric experiences.
- Upload recorded and prepared content for online viewing to make an on-demand library.
- Share feedback from the final day of the event, collected from attendees and speakers and get a feel for how it all went.
You’ll also want to prepare existing content for sharing across platforms.
- Shorten content for reels or TikTok.
- Generate keywords and descriptions for longer YouTube uploads.
- Format embed videos for websites and social sharing.
- Create marketing materials for paid ads and future campaigns.
When the event is over, content coverage should follow two primary stages — debriefing the recent experiences and maximizing the value of sponsorships, contests, and event coverage. For the latter, you want to do some forward-thinking marketing to create future content for next year’s event and to promote the various businesses and partners involved.
Your Trusted Creative in Branded Video Content
There’s a lot to think about when building promotional content for live events. You could do it all yourself, but after getting a small glimpse at what goes into it, consider instead working with a team that has direct experience elevating events through professional-quality video production at every stage. We can help with:
- Event promotions
- Event content and experience
- Show openers
- High-energy speaker introductions
- Awards and tribute videos
- On-site filming and editing
- In-person, virtual, and hybrid event coverage
With over 20 years of experience, LAI Video is your trusted choice when it comes to event video production. We understand how to capture your event, how to portray the true energy and how to build captivating, future-looking content that will serve you and that you can share for years to come.
Learn More About Live Events Video Production
