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Tech Tuesday: Drive Demand with Video Before, During, & After Your Event

Kaitlyn Tatulli |

Video-1Whether it’s on social media, your event’s website, or incorporated into your event, video storytelling is regarded as one of the top most effective digital marketing tools today. Why? Because videos can help you create a demand for your event while driving more traffic to your site.

In fact, research on video usage has found that not only do videos hold people’s attention for five times longer than images, but videos can also boost your event or meeting’s page registration by 80 percent.

We have created a guideline for you on how you can use videos across different channels to drive event demand before, during, and after your event. Check it out.

Before Your Event:

In order to host a high-demand event, you need to generate event buzz prior to event day. To help you drive demand to your event, you can feature videos on your event website, social media accounts, and in your emails.

All of the pre-event video tactics below are useful ways to help you build event hype.

  • Add a short, promotional video to your event website. You can combine images and video clips from past events with this year’s speaker lineup, product displays, and more. Adding video content to your event website has been found to increase conversions on key landing pages and reduce bounces rates.
  • Take a section of your event website’s video and add it to your event social pages (e.g. Facebook Event Page) to drive your event page’s engagement. You can also tease your followers with speaker lineups and featured products that will be at your event. If the videos are short enough (90 seconds or less) you can also post them to your Instagram or Snapchat story.
  • Although you cannot yet embed videos in an email, you can include an image or gif thumbnail with a link back to your event’s website or social pages. Including such content will increase your click-through rate by 250% and help you drive demand to your event.

During Your Event:

Your event is a goldmine for video content. Gather video content you can post to the event’s website or social pages. This content can also be saved to promote similar, future events.

We have created a video checklist you can use to help you continue to drive event demand during your event. Remember to keep the video short (60-90 seconds) for maximum viewer engagement.

  • Take videos that capture the event’s story. These videos can include a product demo, a case study, or your event’s mission, and can be later featured on your event or company’s website.
  • In addition to your event’s story, you can interview attendees for video content. Ask attendees questions and for their reactions regarding your event. This is a great opportunity for you to gain case studies or customer testimonies that can be later used to attract new attendees.
  • You can also use Facebook or Instagram Live to stream your event’s highlights. These videos will help you maintain your audience’s interest in your ongoing event while helping your event reach people who are not at your event.

After Your Event:

So, you drove demand to your event through video and hosted a successful event. Now what?

Even after your event, you can use videos to drive demand to this and future events, while reaching a wider audience.

  • After your event, upload event videos to your social platforms, like Facebook, Instagram, and YouTube, that summarizes the event. This will help your event buzz continue.
  • You can also include a link to your social video posts in your emails (e.g. “Thank You” emails to attendees) and on your event’s website. Including these link-backs in your email marketing campaigns can increase people’s awareness of your event, even after it has passed.
  • In addition to the above tactics, you can include event videos in your future email, website, and social promotion for your next event. This real video content will encourage attendees to register for your next event.

Would you use videos to drive demand to your next event? Can you think of any other important ways to drive event demand with videos? Let us know by commenting below!

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This Post was Written by Kaitlyn Tatulli

Kaitlyn Tatulli is a graduate from Fairfield University with majors in Digital Journalism and Psychology and minors in Women, Gender, and Sexuality Studies and Computer Science. Currently, she is receiving her MFA from Fairfield University. Kaitlyn...

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