Everything You Need To Know

About Video For Events

Event videos

If you’ve ever organized an event, you know it’s hard work. It takes tons of planning, and might even cost you blood, sweat and tears. It takes coordination, searching, comparing and mobilizing “the troops”. So if you’re doing all this work, why not make the most of it by optimizing your communication with video? 


When we look at the event industry, we see that more and more organisations are investing their time and energy in event video. Firstly, because it’s an effective way to create awareness and boost ticket sales before your event. Secondly, it’s great to streamline communication on the day itself; and lastly, video keeps the buzz going until long after your event has closed its doors! Considering all these advantages, it seems logical that the event industry is improving the overall event experience by making smart investments in video. 


At StoryMe, we’ve attended, organized, and created videos for all kinds of events in different industries. So keep scrolling to see video examples for different B2C and B2B events, both large and small. Whether you’re looking to use video marketing for a conference or product launch - we’re sure you’ll find this ebook useful! 


2. Save The Date


With people’s busy schedules these days, a “Save the date” video 

is an absolute must! It’s mostly used when you want to communicate

 about your event, but there aren’t many details available yet. 

It’s a way to create that first buzz and tickle people’s curiosity

 - something most organizations see as the beginning of

their event storytelling. Make sure to share it well in 

advance on all your channels. 




So, your event is coming up and the pressure is on. The rest of your company is probably counting on you for countless things: finding a location, selling enough tickets, getting the best possible catering, attracting the right speakers or acts and so much more. Video can’t help you with everything, but it will make it a lot easier for you to set the mood and sell those tickets! With video, you’ll create more online buzz for your event and ensure a smooth journey for your attendees


1. Throwback & Mood Setting


Video is a great way to evoke emotions - that’s why throwback videos often work so well! You’re bringing people back to a feeling they miss. So, a first quick win is to use the vibe and success of your past event to set the mood for this year. This means posting a throwback, anything from an aftermovie to a testimonial, to get people in the mood for another edition of your event! 


Advantages of using last year’s video content:

  • Nostalgia is a powerful thing, and video is a great way to evoke those emotions.
  • We’re big believers in repurposing content - you already have footage from last year, so it’s easy and cheap!
  • Create enthusiasm amongst those who were there last year.
  • Those who knew your event but missed out last year, won’t want to miss out again!
  • It’s a soft way to create awareness for your event amongst people who don’t know it.
  • Live footage helps humanize your event communication.

Video before your event

Tips:

  • It’s important to think about the design, because this will be the style people link to your event, so you should stick to this style for the rest of your event communication.
  • Include a screenshot of your save the date video in the next e-mail newsletter.
  • It’s smart to share a link where people can pre-register to be the first to know about your ticket release or
  • other news about the upcoming event.
  • Using animation is a good idea if you want a reusable template that you can slightly adapt each year. 


3. Social Teaser


Teasers are designed to offer glimpses of your event and give some clues, which builds excitement and expectation prior to your launch. Make sure to optimize your videos for social: make a square version and keep it short! 


4. Announcement Video


Time to announce your event! Announcement videos can range from a very conceptual awareness video to a more detailed explanation of your event. The main goal is just to get your event name out there and make sure you generate awareness amongst your audience. If your event is already well-known, you can go for a sleek video that contains less information and is more aimed at portraying your event as being super professional! That’s exactly what TedxNingbo does with pretty animations like this one: 





5. Invitation


With an invitation video, you’re not only showing people what they have to look forward to, you’re encouraging them to join you! These videos take into account the event feel, branding,  and clearly include the name and date of the event.

Catchy music, colourful visuals and clear text on screen proved to be a winning combination for this international event invitation! 


For a higher-end event, go for a sleek visual style that wows the viewer - like in this video by RedBull! The video also informs attendees about what will be happening at which locations around Paris. 





Bayer had the goal of inviting everyone who helped them. What they got is an invite video thanking the people who worked on their medicine, but also getting them on board for future projects.


Make sure to jazz up your invitation email with a screen shot that links to your full video invitation!



Tips:

  • This might sound silly, but a lot of invitation videos actually forget to include the date and name of the event clearly - so check, double check and triple check!
  • The invitation is your chance to send people to your landing page! So include a call-to-action and mention the URL.

6. Reasons to Attend


Are there a lot of events in your industry? Then your audience might be 

finding it hard to choose! That’s why it’s good to give them a push 

in the back and tell them why they should choose to attend your 

event. Of course, you don’t need to push this video as a 

“reasons to attend video” - it should be a video that uses 

testimonials, facts and figures or other inspirational

content to show the attendee and/or manager of 

a company why they should invest in tickets for your event. 

(visual: show, don’t tell)

7. Line Up or Speakers Reveals


The main reason people want to attend an event like a business conference or a music festival, is of course for the people who’ll be taking the stage. A lot of your (potential) attendees won’t decide to buy a ticket until they know who’ll be speaking or performing! With video speaker reveals, you’ll generate online buzz and get people excited for even more reveals to come.


For Wired, we included the speaker reveals of four different Wired

events in one video. Afterwards, we extracted separate short 

videos to be used for each event separately. This way, they 

were created in one uniform style, increasing the brand 

recognition for Wired events. 



Tips: 

  • Think about showing different videos to different viewers - either by using personalized video or by using A/B testing.Someone who’s visiting your website for the first time is looking for different content than someone’s who has already visited plenty of times.
  • Event communication works in flows. Don’t think your general concept video should always be at the top of your landing page - if you’re communicating about the end of the Early Bird tickets, don’t be scared to put your Early Bird video at the top! Most of your visitors on those days will be looking for Early Bird communication anyway.
  • Track data about people’s watch time (by hosting it on Wistia or Vimeo for example), and use this data for your remarketing! People who watched the whole video are probably valuable to retarget. 



10. Full Program Announcement


Once your program is complete and your schedule is finalized, share it with your audience. Because let’s be honest, people like to plan their day well in advance and make sure they don’t miss out on anything - from the breakfast until the networking drinks!


Some advantages of a Full Program Announcement:

  • By the time your program is complete, you’ve already done some communication and gained some visitors on your landing page. So now’s the time to retarget those visitors for this video!
  • It’s a great way to keep the buzz going around your event halfway through your event communication.
  • When your full program is announced, you’re probably also announcing the last new speakers, so give them some attention!  

If making a video doesn’t fit within your budget or time frame, make a visual representation of your programme with a few moving elements in a loop. Bonus: you can show this on a screen at the event location on the day itself too! 

8. Speakers Interviews


You’ve worked hard to create a solid lineup with speakers from your country or maybe you’re even flying them in to attend and speak! Make use of all that knowledge and expertise and prep your attendees on your website or social channels with speaker preview videos. This might also convince people who didn’t know the speaker before! 


Jennifer recorded a quick DIY video on the go to announce that she’d be speaking about how to get your message across with video in today’s busy world. Authentic, funny and it grabbed our attendees’ attention! 

14. Behind The Scenes: Event Prep


Your event is just around the corner! Make sure to get some footage and shots while you’re setting up. Your audience loves to get a look behind the scenes, so give them a sneak peek! This helps humanize your brand and strengthen your storytelling. 


The day before and the morning of VFC 2018, we were getting our attendees ready for the event by giving them a look behind the scenes of the set-up, the venue, and more!


Bozar posted a timelapse of their “making of” the Charlemagne Palestine exposition that also teases the viewer about what’s to come!


Tips:

  • Make sure to use subtitles when you publish these videos on social media.
  • Speaker previews should be short and snackable - max. 15 seconds for stories and max. 1 minute for social feeds!
  • To keep things authentic, think content first and limit your event branding.



9. Landing Page Video 


Everything you post, should redirect to a landing page where potential customers can learn all about your event. Putting your event information in a video at the top of the page is an easy and effective way to inform and convince your website visitors. 


For the Video First Conference 2018 landing page, we made an animated video that appealed to the three different target groups of the event and included all the important information. 

11. Ticket Sale Updates


So you’ve started your online ticket sales, but they’re not going to sell themselves... (Unless you’re a huge event that’s hugely popular). Time to spread the word with video! Think about your target audiences and start targeting to those that are most valuable for your event. 


It’s best to work with (at least) two different prices, such as early birds and regular tickets. Thanks to our good friend FOMO, people might decide faster whether they want to buy a ticket or not - because no one wants to miss out on a good deal!



Final Tickets 


Creating a sense of urgency is the way to go to sell those last tickets.

 With this fun GIF, Parklife got hundreds of reactions and people

 started tagging their friends to urge them to buy their tickets!

Tips:

  • Throughout your event communication plan, you’ll always focus on content first - unless you’ve come to a point where your prices are about to rise. Then it’s time for you to wear your commercial hat and sell those tickets by creating urgency and communicating about your pricings.
  • A great way to convince people to buy their tickets now is to tell them about how many tickets have already been sold - it’s social proof, and social proof works.
  • By the time your event is around the corner, people have received a lot of communication from you, but it’s important to realize that you can still create one last commercial peak by communicating about the last x tickets! 


12. Countdown


A countdown is a great way to remind your audience to keep their schedules free and have them look forward to your event! There's no need to make a HD video - a simple countdown gif or video is enough ot get the message across (and ideal for social!), just like these examples. 

13. Practical Information


Where’s the entrance? Where do I park? What do I bring? You’ve probably asked yourself these exact same questions! To ensure everyone finds your event smoothly and knows what to expect, creating a video with practical information is something your attendees will find useful - especially since not every event does this yet. Make sure this doesn’t become a dry enumeration, though! This is probably the last video people see before they come to your event, so get them in the mood and show them what the atmosphere of the event will be like with the right tone of voice and visuals.

Tips:

  • Try and get some before and after shots and turn them into one video that shows the transformation.
  • Post a shot of the welcome desk as soon as you’re ready & tell your followers that the event has started.
  • Show faces! People like to see who the faces behind the event are.
  • Right before the event is also a good moment to get some intro and outro shots. That could be a wide shot of the building or an overview of the event with the booths.
  • Behind the scenes can go further than setting up an event - show how speakers are preparing, the hard-working caterers, some personal updates from the organization, etc.

What to include in a video like this:

  • Explain who this event is for: name some specific departments or functions to make people feel like they’re the perfect fit for this event.
  • Is there any practical advice that’ll help people tackle their challenges? Tell them!
  • If you’re advertising with these videos, just change some of the text to make separate versions for separate departments and target them to these specific audiences.
  • Are there any big inspirational keynotes that’ll give attendees ideas for the future? Let them know! 

Video during your event


Tips:

  • If you’re organising a corporate event, it’s a good idea to
    include this welcome message at the beginning of your
    presentation as an intro.
  • Creating all your content in the same branding, straight
    from the welcome message up to the end of your
    event, makes you look super professional.
  • Make sure you find out beforehand what the exact
    sizes of the screens will be so you can make the
    most of them. 

During your event, you can use video to give attendees and external viewers a look behind the scenes, streamline your communication and strengthen your brand with interviews and testimonials. There are so many interesting things happening at your event, take advantage of that to create tons of content for your social channels! 


1. Welcome


During your event, you can use video to give attendees and external viewers a look behind the scenes, streamline your communication and strengthen your brand with interviews and testimonials. There are so many interesting things happening at your event, take advantage of that to create tons of content for your social channels! 

2. Speaker Announcement


Rather than just calling a speaker on stage, keep users engaged with a visual introduction. This also makes it easier for people to understand the name or company and note it down if they want to.

4. Tour Video


With any event comes the search for the ideal event location and some time and effort to get it looking great! Again, thinking about the fact that people love to see behind the scenes content, show them around!


Paradise City is hosted at a unique location, and they decided to show the festival grounds and share some exciting news in one video! Shot with an iPhone, edited with subs and they were ready to go 


Tips:

  • If your tour video is on the long side, think about turning it
    into
    a timelapse to share on your social media by using
    Hyperlapse 
    (for Instagram), the built-in timelapse function
    on your iPhone or have a look online - there are plenty of
    free tools!
  • If you have someone at your company who is willing to
    make 
    a vlog, a tour video is also an ideal vlog. Talk to your
    viewers about the location, the set-up and how exciting
    you all are!
  • Content like a tour video (or some fun before and after
    shots) is something that is also typically 
    shown on Instagram
    Stories. 

5. Livestream


Think about it: people might not have been able to come to your event even though they were really interested, so by livestreaming you’ve just added another audience to your event! What’s more, if you ask your guests to share the live video, you might have gained some of their audience as well!

A lot of companies and event organizations are starting to use Facebook Live to reach their online audience, but there are a lot of other possibilities such as YouTube and Livestream. 


Advantages of using Livestreaming services:

  • Live Video is a lot more engaging than other videos. According to Facebook Live, users spend 3X more time watching and comment 10X more when the video is live.
  • 30% of people who watch your livestream of the event will attend the following year!
  • Live Video is a cost effective way of reaching more people. With Facebook Live for example, you’re just using your existing company page and don’t need to do a lot of extra investments.


Tips:

  • Make sure you communicate about your livestream in advance to build anticipation. According to Facebook, a notification 24 hours before the livestream gives the best results.
  • Add a description that talks about the content of the livestream and grabs your audience’s attention before going live.
  • Make sure you have the strongest possible wifi signal to prevent choppy footage.
  • Keep an eye on the comments section and be responsive!
  • Facebook recommends livestreaming for at least 10 minutes. This gives your audience enough time to tune in. 

6. Behind The Scenes Reporting


Social Stories, and especially Instagram Stories, are basically like a live reporting tool on the day of the event. Again, you’re reaching an extra group of people who couldn’t make it to the event. Apart from photos and videos of the venue, the food and the general atmosphere, they might also want to follow a keynote or see a performance through your Social Stories. That’s why you should also consider livestreaming some of the most interesting bits of your event content through Stories. 

6. Behind The Scenes Reporting


So you’ve probably invited some external speakers, performers or influencers - now’s your chance to try and snag them for a quick video interview! It’s a perfect time to ask them their opinion on the event, tips and tricks, best practices or more educational content. This way, you’re giving extra value to your audience and showing

your interviewee in a different and more casual light.


Instagram Stories interviews with Alex Chofield from Wistia.

3. Animated Slides or Intermezzo's


This one’s especially for corporate events with several presentations or workshops in a row. Adding some animation and videos in between the more corporate slides is a good idea to keep your audience awake! 

For BAM, we created a few short and fun videos to announce when the next session was about to start.


At our own event, we announce the breaks, Q&A sessions, award show and other parts of the event with a video loop. It’s fun to keep something on the big screen during the break as a background and to grab people’s attention when it’s time to head back to their seats

Use varying sound design to make sure these introductions don’t become monotonous, because then people won’t pay attention to them anymore. 

9. Attendee Testimonials


Setting up a testimonial usually takes some work. You need to find a date that works for you and the customer, go down to their offices, set up, do the work, drive back. Rinse and repeat. Now, what if you could walk around or even set up a small video booth at your event and grab a couple of your customers for a quick 1-minute testimonial? It’s like killing 10 birds with one stone! We often see that it’s these testimonials that make up a big part of an event’s aftermovie, too. This gives your event so much more credibility, while also showing next year’s potential attendees why the event was worth it. 


Tips:

  • Think about which microphone will be best, as there will be a lot of background noise.
  • Attendee testimonials can also be really valuable for a smaller event, such as a workshop or lunch & learn. It's a way  to convince prospects and clients that they should participate in your next sessions!

Extra value - Film Fest Gent 2018


Film Fest Gent made a Highlights category on their Instagram
profile called “Talkies”. In these highlights, they livestreamed
all the panel talks with guests and actors.


Video First Conference 2018


Of course, it’s not just stories you can use throughout the day.
Your social channels will be seeing a lot of traffic before,
throughout and after your event, so keep your feeds up to date
as well! On your feeds, you should pay attention to post more
qualitative images of the venue, the people, the food or anything
else you want to share with your audience. 


Tips:

  • Make sure to use the device with the best possible visual and audio quality.
  • Film Fest Gent helped understand the content by summarizing the most important quotes in text on screen.
  • Tag the people you’re filming in a mention sticker. This way, they can also reshare the content on their own stories. 


7. User Generated Video Content


During your event, attendees will be using their smartphone to take pictures and videos to share with their own followers. When organizing an event, try to encourage this user generated content with competitions, hashtags or even a social media wall. Your attendees will feel a lot more involved and engaged with your brand if they can share their experience.


Posting several images in a carousel will help your account score better in Instagram’s algorithm, because swiping through the pictures is seen as engagement from your audience! 


Advantages of User Generated Video:

  • It’s the cheapest and easiest way to get more reach! The authenticity of User Generated Content often makes it more powerful than your own communication during your event.
  • A unique hashtag allows you to monitor and save what’s being posted about your event. You can repurpose this content later with the attendees’ permission.
  • People love to see their names pop up on screen, so by creating a “social media wall” - a screen showing the latest mentions of your event - you’ll encourage them to keep posting throughout the day.
  • Showing some social shares on your event screens during breaks (if you don’t have a social wall) also encourages people to share more content.

Video after your event

Once your event has closed its doors, video can be a great way to keep the buzz going. Your audience has been following along on your website and social channels - try and keep their attention for a while longer! And yes, we know video production and sharing can take up quite some time, but don’t forget that you’ve created so much content during your event that you can simply repurpose! 



1. Thank You Video


Once you’ve reached the end of your event experience and sent your attendees home happy, don’t forget to thank them for coming! You can make a video beforehand, put together some of the event footage afterwards and share that as a thank-you message, or go for a genuine live video on your social stories. 


At this point, speed is more important than quality! Leaving too much time between the end of your event and your thank you message won’t be as effective and engaging. 

2. Aftermovie 


As an event organizer, all you want to achieve is that people look back at your event with a smile on their face and to convince others they want to be part of it next year. It’s a marketing must-have and it’s what has made festivals like Tomorrowland so huge.


However, it’s not just crazy festivals that can have amazing aftermovies - take a look at this example from Hello Tomorrow: the aftermovie of their 2017 Global Summit is inspiring, professional and just makes you want to be a part of their summit! 

3. Save The Date for next year


A save the date for the event of next year should go out very soon after the event has ended, sooner than your aftermovie! This way, attendees can pencil in the date in their (mental) agenda and once your aftermovie comes out, your whole audience will be reminded and will be looking forward to next year. 

4. UGC: Recap and Wrap-up videos


Even after your event, try to encourage user generated content. A good way to do so is organizing recap videos. People who came to your event might share recap videos or recap articles that you can reshare. If there are any influencers or speakers who you think might be willing to do a recap of your event, talk to them before the

event to set up an agreement! 


When StoryMe’s CEO Lorenzo went to Wistiafest in Boston with two of our Video Strategists, they gathered lots of footage throughout the event and shared their insights afterwards in a compilation.

5. Sharing Presentations


Why not leverage the effort you and your speakers put into those carefully crafted presentations by filming the whole thing and sharing it with attendees and new leads a couple of months from now? The only time and effort this asks from you might be a little bit of editing work to trim the video and do some visual & audio

improvements - and you’re ready to go! 


Popular elements of an aftermovie:

  • Testimonials from speakers, artists or guests.
  • Timelapse footage giving an idea of how big the crowd was.
  • Drone images of the location (for higher end events).
  • A powerful voice-over
  • A reminder that the same event will be taking place next year.
  • Quotes from great presentations or acts.
  • Positive reactions from the crowd: clapping, smiling, etc.
  • Use a soundtrack that builds up the story.
  • The list of content you can include in your aftermovie goes on and on, so just remember to get as much footage as possible on the day of your event, from as many different angles and showing as many different topics as possible! 

6. Sharing Interviews


There’s so much video content you can make at your event, so don’t forget to sort out all this footage and share it every once in a while after the event to keep the buzz going and to keep giving your followers valuable content. At VFC, we took the time to ask some of our speakers a few questions related to their job and not so related to their job (as you’ve seen in the previous chapter) to  share with our audience. Some we shared live on our Instagram Stories, while others like this one with Jennifer Quigly-Jones we  shared some time after the event to keep our audience engaged  with long-tail content. 

An International Explainer Video Company

We hope this information will help you optimize your communication with video next time you're organizing an event! Of course, not many events use each of the video types we've covered, but with some good video contact before, during and after your event, we know you'll get far!


Here are some of the most important video types to keep in mind: 

We’ll cut to the chase. As a video company with years of explainer video production experience under our belt, we know how businesses of all sizes can benefit from visual content that represents their brand, their products, their services, and their people in style! We’ve worked with top-tier clients like Microsoft, Uber, Lay’s and who have seen major Video Marketing results. 


As for our team, we have our video roots in animated explainer video, but we also have video experts who specialize in live explainer video production. Basically, any Video Marketing product or service you can imagine, we can execute across multiple channels and sprinkle Video Strategy all over it! Our experts are all about implementing the best video distribution and video strategy out there


Curious what we can do for you? We have offices in Britain, Belgium, and Bulgaria with people ready to chat video! Reach out! 


An International Explainer Video Company

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We create videos & Video Strategies


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