Numerous surveys show that video content is consumed and shared significantly more often than written content or static images. Therefore, the topic of video production is also exciting for event planners and event managers. An interesting event video, especially a preview or review video, can significantly increase the anticipation for an event. Since an event video conveys emotions much better than a classic event invitation or event announcement, it is always a good idea to enhance the impact of event marketing campaigns via videos.
But what do you have to keep in mind when producing event videos, especially event preview videos or event recap videos? The EventMasterBook editorial team has prepared 12 conceptual tips:
1. At the beginning: fix the story
Every good video tells a story. That’s why every event video production starts with the question: Which story should the event preview or recap video tell? The event highlights as seen by a visitor? The ideas of the event from the organizer’s point of view etc.? In addition, you should ask yourself what you want the video users to take away: a certain piece of information, an "aha" effect, curiosity specific to the item (…), etc.?
2. Focus on people
People are most interested in other people. That’s why you should always provide a "human touch" in your event videos. Let people have their say: O-tones from visitors, exhibitors, sponsors, artists, etc. What is their motivation to visit the event or to actively participate?
3. Create channel-specific versions
Once the story of the event video is fixed (e.g., in a script or storyboard), you should adapt the story to the different channels where the video will be placed. Note that different formats work better on TikTok than on YouTube, Facebook, Instagram, or on your own homepage.
4. Involve insiders (influencers)
A good idea to achieve a broad impact is to look for social media influencers who have a high reach and an active community on the respective social media platform and in the desired target group. They know which video formats, topics and content work best on the platform and can also handle the video production for their channel.
5. Use music as an impact booster
Numerous analyses of the most-streamed videos on social media platforms show: videos that are accompanied by catchy sounds perform best! Music enhances the emotional impact of a video and can perfectly convey moods. For event videos, music is almost a must-have. The trick is to capture the look and feel of the event in a fitting sound.
6. Insert text
For all the benefits that music and sound have for the overall video performance – in business environments, videos are often watched without sound. For videos that need an explanation, you should include short subtitles or keywords.
7. Keep it short
Multi-minute videos often take a back seat to "snack formats" (= videos of a few seconds) in terms of their impact. Depending on the channel, 6-second to (max) 5 minute videos perform best. A simple story and a creative design are important to inspire in this short time slot. For short videos, focus on strong images that convey the message in a compelling way in just a few seconds. What are the key scenes of the story? These are the images you should focus on in your quick videos.
8. Include special effects
Creative shifts, cuts, gamification, AR filters, etc. can significantly increase the impact of event marketing videos. It is important that the effects do not distract from the core message, but support it.
9. Vertical formats
Viewing habits have changed. The 16:9 format is still the standard on Vimeo, Youtube & Co. but because of mobile usage, the 9:16, 4:5 or square format continues to prevail.
10. Captivating thumbnail
The preview image (thumbnail) is the first thing the user sees of the video. It must arouse curiosity and ideally trigger a wow! effect. Without a great thumbnail, the video doesn’t stand out of the crowd. From an SEO point of view, it’s also good to include the most relevant keyword (clearly visible) into the thumbnail.
11. Episodes instead of one long story
Instead of a complex, multi-minute video, event previews or recaps are great for a short series. Short clips present different stages or agenda items of the event: the "getting together", highlights of the location, a brief summary of the keynote, the most creative act, short interviews with attendees, etc.
12. Insert a call-to-action (CTA)
At the end of the video, you should not leave the user standing alone. What should the user do now? Especially with event preview videos, the CTA should not be missing. A short, friendly call "to register now" or "request further information" can significantly increase the number of participants.
Tip: Watch the Video "Event Videos – Preview and Recap Videos" or register for the free products account on EvenMasterBook.com to get immediate access to the free Quick Tutorial incl. an additional PDF checklist.
Watch the quick tutorial:
Author: EventMasterBook.com Magazine – Editorial Team
Cover image: Event Videos – How to boost the impact of event preview videos and recap videos. Tips on event video conception and production (Copyrights: eventmasterbook.com / AdCoach.de)
Related topics:
Event videos, video production, event marketing, event invitation, event announcement, preview videos, recap videos, event recap, event preview, events, event planning, event management, event profs, tips, tutorial, checklist
