Video marketing has become essential for event promotion, with good reason. Consider this: watching videos is among the most common online activities worldwide, and 91% of businesses now use video as a marketing tool. For event organizers, this can present a unique opportunity to showcase experiences, attract attendees, and create lasting connections.
Think about what makes your event special: the energy of your speakers, the excitement of your attendees, and those perfect moments when everything comes together. Video captures these elements in ways that traditional marketing simply can’t match!
In this article, we’ll take a look at practical strategies to leverage video at every stage of your event. You’ll learn to create pre-event content that fills seats, capture live moments that spark engagement, and produce post-event highlights that extend impact. We’ll also discuss selecting the right tools and tracking your success so that every video serves your event’s goals.
Get ready to make your next event unforgettable!
Pre-event video content: Building anticipation and boosting attendance
Pre-event videos are your not-so-secret weapon for filling seats and getting people excited about your event. Wyzowl found that 91% of people are hungry for more video content from brands. That’s a massive opportunity just waiting to be seized.
Starting your video campaign early gives you the best chance of success. Kick things off by spotlighting your amazing speakers; trust us, this works wonders.
Picture this: a snappy two-minute video where your keynote speaker shares a taste of their expertise and hints at what attendees will learn. It gives your audience a preview that’s too good to resist.
Generate buzz with innovative pre-event video content
Now let’s look at some ideas for making killer pre-event content:
- Use highlight reels from your previous events. These are pure gold for showing newcomers what they’re missing. Reel videos are social media dynamite, with people 51% more likely to share them than other content types. (Yes, really!)
- Get creative with your speaker announcements. Have them record quick, casual videos about their sessions. The more authentic, the better. When potential attendees see the actual humans behind the presentations, they’re more likely to connect with your event.
- Share previous attendee testimonials. Nothing beats real people sharing real experiences. However, to avoid long, rambling videos with a 2-second reference to your event, ask them specific questions about what they gained from it. Their genuine enthusiasm can be contagious.
Create an event trailer to build anticipation
For your event trailer, think movie preview but shorter — 60 seconds of pure excitement that captures why your event is unmissable. Focus on the moments that make your event special.
Here are some neat tricks for different platforms:
- Keep it short and snappy for Instagram reels, TikTok and YouTube Shorts (60 seconds max).
- Go a bit longer on LinkedIn (1–2 minutes), but pack it with value.
- Save your detailed content for YouTube (3–5 minutes).
Personalization is your friend here. You can send quick video messages to your registered attendees to give them a VIP experience before the event even starts. Include some insider tips or exclusive peeks at what’s coming. This personal touch will get them excited and make them more likely to show up.
Use sophisticated video techniques
Want to really step up your game? Try some drone footage for outdoor events to add that wow factor. Don’t be afraid to experiment with multi-camera setups for your speaker content. It keeps things visually interesting and helps maintain attention.
Timing is everything in video marketing. Start with your speaker announcements to build credibility early, then sprinkle in previous event highlights, and finally, ramp up the excitement with countdown content as you get closer to the big day.
Keep an eye on your metrics to figure out what’s working and what isn’t. If viewers are dropping off at certain points, try different approaches. Test different thumbnails, play with call-to-action placement, and always be learning from your data.
Finally, don’t forget the technical stuff that makes your videos easier to find: smart keywords in titles, closed captions (they’re not just for accessibility, they boost engagement too), and eye-catching thumbnails. These little details make a big difference in your video’s reach.
Remember, the goal is to get people going from “Okay, this looks like an interesting event.” to “Oh, wow! I absolutely cannot miss this!” Every video should move them closer to hitting that registration button.
During the event: Capturing moments and live streaming to maximize reach
Live streaming has fundamentally changed how we share events. Your venue might hold hundreds, but your reach? That’s virtually limitless. Facebook Live, YouTube, Instagram Stories — all of these are effectively connecting you to the entire world.
Plus, there is the added advantage of future attendance. According to Jim Blomquist of Digitell, up to 30% of people who attended a live-streamed event have gone to the physical event the following year. That’s real people discovering your event through screens and deciding they need to experience it firsthand next time.
So, how do you maximize the quality and impact of live-streamed events?
- Have a dedicated video team that knows how to capture the magic. Sure, they’ll film the keynote speeches and big announcements, but it’s those candid moments between sessions, the excited chatter in breakout rooms, and the spontaneous connections that tell your event’s story.
- Make your attendees part of the narrative. Create an event hashtag that gets people excited to share their experiences. Their authentic, unscripted content often captures moments your official team might miss. Plus, there’s something special about seeing an event through the eyes of someone experiencing it for the first time.
- Daily recaps are a must. Quick, energetic summaries bottle up the day’s excitement and serve it to both in-person and online audiences. Include those powerful speech moments as well as the reactions and the impromptu discussions.
Ideas for on-the-day content
Start with sneak peeks at the day ahead. Take your online viewers on virtual walks through the venue. Grab quick chats with attendees still buzzing from an amazing session. Show what’s happening behind the curtain — people love seeing how the magic happens.
Interactive elements are where live streaming can be a great option. Imagine a Q&A session where an industry expert engages with both the room and online viewers simultaneously. Remote audience members can toss their questions into the chat, getting real-time responses alongside the in-person crowd.
Get multiple camera teams to capture different angles and aspects of your event. Create content specifically for each platform’s format and audience. Run live polls that everyone can participate in. The more interactive touchpoints you create, the more connected your entire audience feels.
Remember to save everything you stream. Today’s live content becomes tomorrow’s promotional material, showing future attendees exactly what they’re missing and why they need to be there next time.
Post-event video marketing: Extending the life of your event
The event might be over, but your video marketing journey is just hitting its stride. Post-event content is your chance to keep the conversation going and turn one great day into months of engagement.
Ever heard of TED’s success story? The platform we all know and love has been doing conferences ever since 1984. They were acquired in 2000 for $14 million, which shows what they were worth at the time. Good, but not great after almost 20 years of being in the business.
However, in 2006, when they started sharing their conference talks online, their popularity skyrocketed. Fast forward to today, and those videos have helped transform TED from a single conference into a global phenomenon, with revenues of over $100 million.
Your event videos can create a similar lasting impact, depending on your scale.
Ideas for post-event video content
- A knockout highlight reel. Blend your best moments, from powerful presentations to audience reactions, into a compelling story that showcases what makes your event special. Show future attendees what they’ll experience next time.
- Split up your content strategically. Create quick social media clips of standout moments. Package full sessions for your website or YouTube channel. Send specific segments in your email newsletters. Each piece of content can serve multiple purposes and reach different audiences.
- Thank you videos add the personal touch that attendees love. A simple message expressing gratitude and sharing some favorite moments can strengthen connections and keep your event fresh in people’s minds. It’s also a perfect opportunity to hint at what’s coming next.
Research shows that 85% of consumers find user-generated content more convincing than brand-created videos. So, encourage attendees to share their experiences and perspectives. Their authentic stories and testimonials can create compelling social proof that resonates with potential future participants.
Take a page from successful event organizers and turn your content into an educational resource. Those expert presentations? Transform them into a series of learning modules. Panel discussions? Break them down into bite-sized insights. It’s about making your content work smarter, not harder.
Think beyond just sharing memories. Each piece of post-event content should serve a purpose — whether that’s nurturing your community, attracting future attendees, or establishing your event as a must-attend gathering in your industry.
Methods for creating your video marketing for events
Before jumping into video production, you need a solid foundation. Start by defining your objectives and understanding your audience. For instance, if you’re organizing a sustainable business conference, your primary goal might be driving early-bird registrations, and your audience might be business leaders passionate about environmental impact.
These clear objectives help shape your content strategy. When you know exactly who you’re creating for and what you want to achieve, you can make videos that truly connect with your audience.
Let’s explore your two main production options:
DIY production essentials
Going the DIY route can be effective, especially if you are on a tight budget and you want authentic, real-time content. Here’s what you’ll need:
Essential hardware equipment:
- A quality smartphone with a good camera (iPhone or equivalent).
- Basic microphone (Rode microphones are excellent for clear audio).
- Stabilizer or tripod for steady shots.
- Portable LED light panel for professional lighting.
The software side is just as important. While you don’t need to spend a fortune, having the right tools makes a big difference:
Software essentials
- Video editing: Start with InShot or Lumen5 for basic editing.
- Advanced editing: Adobe Premiere Rush offers professional features without overwhelming complexity.
- Audio editing: Audacity is a great free option with several sophisticated tools for editing voiceovers.
- Thumbnail creation: Canva is a great tool for beginners to create eye-catching previews.
- Social scheduling: Buffer or Later for coordinated posting.
- Analytics: Google Analytics or platform-specific tools for tracking performance.
Professional production
If you have a sufficient budget and need someone experienced, professional production agencies, like Bunker Hill Media, offer comprehensive coverage that’s perfect for larger events.
They handle everything from filming to final edits, providing polished content that elevates your event’s presentation. This option works particularly well for:
- Major promotional videos requiring multiple camera angles.
- Keynote presentations where quality is crucial.
- Complex events needing synchronized coverage.
- Situations where the budget allows for premium production value.
The smart hybrid approach
Many successful events combine both methods. You can use professional teams for your main promotional content and key presentations, while keeping in-house production for social media updates and behind-the-scenes moments. This strategy gives you the best of both worlds: high-quality marketing materials plus authentic, real-time content that keeps your audience engaged.
Regardless of your chosen method, consistency is key. Your videos should maintain your event’s branding and feel across all platforms. Keep your files well-organized and backed up, and regularly check analytics to understand what content resonates with your audience.
You can start small and scale up as you learn what works best for your event. Focus on creating quality content that serves your objectives, and let your strategy grow with your experience and resources.
Best practices for event video to maximize impact
Success with event video marketing is as much about smart planning and execution as it is about great equipment or clever editing. Let’s break down the strategies that really work.
- Start by setting clear goals for each video you create. Want more ticket sales? Higher social media engagement? Better event turnout? Your goals shape everything from video length to style to distribution channels.
- Short and sweet wins the race. Keep your videos focused and punchy. Skip the long intros and get straight to the good stuff. You’ll hold attention better and increase the chances of viewers watching until the end.
- Simple messages stick. Think about the one thing you want viewers to remember, then build your video around that core message. Whether it’s “early-bird tickets end soon” or “meet industry experts,” make it crystal clear.
- Every video needs a story, even if it’s just 30 seconds long. Maybe it’s showing how an attendee transformed their business after your last event or revealing exciting speakers one by one. Give viewers a reason to care and keep watching.
- Make your videos instantly recognizable with consistent branding. Use your event colors, logos, and graphics style across all content. This builds trust and reinforces your event’s identity.
- Quality matters, especially audio. Viewers might forgive slightly shaky video, but poor sound is an instant turn-off. Invest in good microphones and always test audio before recording.
- Don’t forget subtitles. They’re not just for accessibility anymore (though that’s crucial). They also boost engagement since many people watch videos with the sound turned off. Plus, subtitles help with video SEO.
- End with clear next steps. Tell viewers exactly what you want them to do: “Register now,” “Save your spot,” or “Share with your network.” Make it easy by including relevant links.
- Track everything. Use Google Analytics, YouTube Insights, and the Insights section on Facebook to understand what works. Look beyond basic views and vanity metrics. Analyze how long people watch your videos, which parts they rewatch or skip, when they drop off, how many take action after watching, and which videos drive the most ticket sales.
- Correlate video metrics to event success. Track registration spikes after video releases. Monitor how video engagement correlates with attendance rates. See which content types bring in the most ticket sales.
These insights help you create better videos next time, focusing your efforts on what truly drives results for your event.
Take your event promotion to the next level with The Events Calendar
Creating amazing video content is just the beginning. What you really need is a way to bring all your event elements together — from promotion to ticket sales to attendee management. That’s where The Events Calendar shines.
The Events Calendar — Best event management plugin for WordPress
Think of it as your event command center. You can integrate your video marketing efforts directly into your event pages, whether you’re hosting in-person gatherings, virtual meetups, or hybrid experiences. Need to run a live stream through YouTube Live or Facebook Live? Done. Want to connect with Zoom, Teams, or WebEx for your virtual sessions? Piece of cake.
But here’s what makes it really special: your video content, event details, registration system, and communication tools all live in one place, making life easier for both you and your attendees.
The complete event management toolkit
Let’s look at the full suite of tools that make The Events Calendar suite so powerful:
The Events Calendar for sleek calendar displays
Showcase your events beautifully on your website with flexible calendar views. Visitors can browse by month, week, or day, making it simple to find and save events to their personal calendars. Plus, you can connect with Zapier or MS Power Automate to automate repetitive tasks. Set up workflows that save you hours of manual work — from attendee communications to data management.
Event Tickets for streamlined ticketing
Event Tickets — WordPress event ticketing and registration plugin
Event Tickets handles all your ticketing needs. Create different ticket types, manage pricing, process payments, and track attendance, all from your WordPress dashboard. No more juggling multiple platforms.
Easy event import using Event Aggregator
Event Aggregator pulls in events from Google Calendar, Meetup, and Eventbrite automatically. Keep your calendar current without the copy-paste hassle. With Event Schedule Manager, you can create and display detailed event schedules anywhere on your site.
Automated communication with Promoter
Promoter — Email marketing plugin for The Events Calendar
Promoter takes care of your email marketing. Send automated reminders, follow-ups, and campaign messages that keep attendees engaged before, during, and after your event.
This integrated approach means you can focus on creating great events while The Events Calendar handles the technical details. Your video marketing efforts get the perfect platform to shine, supported by tools that make every other aspect of event management smoother.
Video marketing for events: Your path to success
We’ve covered a lot of ground in this guide. You now know how to create engaging pre-event content that drives registrations, capture compelling moments during your event, and produce post-event videos that extend impact. Whether you choose to go DIY with your smartphone or bring in professional help, you have the knowledge to create videos that resonate with your audience.
Having said that, great video content is just part of the equation. To truly excel at event management, you need tools that bring everything together seamlessly. That’s where The Events Calendar comes in, offering a complete suite of solutions that work alongside your video strategy. From event creation to ticket sales, automated communications to attendee management, you can get everything you need in one integrated package, like the Event Marketing Bundle.
You’ve got the creativity, now it’s time to get the right tools. Start with The Events Calendar Suite today!
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