Why Video is Essential for Attracting Audiences to an Event
- September 11, 2023
Video content plays a paramount role in event marketing. With its rise on platforms like YouTube, Instagram, TikTok, and Facebook, the importance of video for attracting audiences cannot be understated.
We explain why video is essential and how it can maximize your event’s reach before, during, and after.
With internet users consuming video content more voraciously than ever, it’s no surprise that video marketing has emerged as a top priority. A staggering 85% of all internet users in the United States watch online video content monthly on any of their devices. This trend isn’t just limited to the younger generation either; people of all ages are consuming video content.
Video marketing, in general, has experienced a significant surge in the last few years, becoming a dominant force for marketers. According to a recent report by Wyzowl, 86% of businesses use video as a marketing tool, a substantial rise from 63% in 2017.
Experiences are made to be shared, and in a digital age, content is the medium to tell these stories in new ways.
– Kadie Gomez, Head of Production, Content, NVE
With the rise of social media platforms such as TikTok and Instagram Reels, short-form videos have emerged as powerful marketing tools. These platforms allow brands to engage with audiences in quick, captivating bursts of content, increasing brand visibility and fostering a more personal connection with potential attendees.
Moreover, live streaming has taken center stage, with platforms like Facebook Live and YouTube Live allowing real-time interaction between businesses and consumers. Virtual reality (VR) and augmented reality (AR) are also on the rise, offering immersive experiences that push the boundaries of traditional video content.
During the pandemic, the first Virtual Global Advertiser Event was hosted by NVE and Pinterest to attract, excite, and educate advertisers and agencies across their target markets in the United States, the United Kingdom, Germany, France, Canada, and Australia.
Each of the 6 international markets received a custom-made presentation that incorporated both global and regional announcements to maximize exposure everywhere while still feeling local. Writing, shooting, and editing by NVE were done in English, French, and German to achieve regionalization.
NVE produced localized video content in all markets. Each presenter was given filmmaking gear because the proceedings were recorded remotely. Without a set, NVE was able to bring the brand to life with the use of visual effects, an accessible design, and special capabilities in the online portal, such as translation services and interpreters. We successfully broadcasted 6 events over the span of two days, with each featuring two separate live stages.
The result? 29,858 global registrations (+149% of goal) and 15,943 attendees (+159% of goal) were generated.
Initially, businesses adapted and innovated in response to pandemic-related challenges by frequently using video marketing as a means of reaching audiences remotely. In 2023, the state of video marketing will continue to evolve, offering myriad opportunities for those ready to embrace its potential.
Video content drives more engagement compared to static images or text posts. It incorporates sound, visuals, and movement to provide a comprehensive sensory experience, making it easier for viewers to connect with your event
Thanks to the ubiquity of smartphones and high-speed internet, videos can be easily accessed, viewed, and shared. They cater to the visually inclined audience, which prefers watching content over reading it, making video a key component of event promotion strategies.
Video allows you to create a more substantial emotional connection with your audience. It provides a real sense of the atmosphere, anticipation, and excitement of the event, encouraging more people to attend.
For product launches or tutorial events, videos offer a comprehensive preview of what the audience can expect, driving interest and attendance.
Take, for instance, the annual Apple product launch events. Apple uses captivating video presentations that highlight the features and benefits of their new products. The result? Millions of viewers tune in, and the product buzz skyrockets.
Creating engaging videos requires a balance of good storytelling, technical skills, and a clear call-to-action. Make sure your videos are concise yet informative, tailored to the platform where they’ll be shared, and inclusive of a compelling call-to-action to guide viewers towards the next step.
With advancements in technology, we can expect to see even more immersive video experiences, including virtual reality (VR), augmented reality (AR), and live streaming. These trends hint at the enduring relevance of video in event promotion, cementing its role as a sustainable, long-term strategy.
Video content is a powerful tool for attracting audiences to an event. Its ability to engage, connect emotionally, and demonstrate details is unparalleled, making it a must-have component for a successful event.
Don’t miss out on the benefits of video marketing for your event. Learn how to incorporate video into your event promotion strategies and the impact it can have on audience engagement and registration.
Need help crafting your video strategy?
By partnering with NVE to produce creative video content, your event can attract larger audiences, create more meaningful engagements, and leave a lasting impact long after. Remember, a picture may paint a thousand words, but a video can encapsulate an experience.