Why an Event Video Is the Best Post-Event Marketing Tool
There’s no doubt about it—your event was a big success. Now, what’s the next step? How can you harness the momentum and value from all the work you’ve put into your event? The answer lies in one of the most impactful post-event marketing tools available today: the event video.
An event video is more than just a recap. It’s a powerful storytelling asset that brings your event to life long after the last attendee has left. Whether you’re looking to boost brand awareness, engage your audience, or generate leads, event videos help you achieve all these goals and more. Here’s why they are your best post-event marketing tool and how to use them effectively.
Capturing and Amplifying the Energy of Your Event
One of the main reasons an event video stands out is its ability to encapsulate the energy and emotion of the experience. A well-crafted event video can bring the atmosphere of the event straight to your audience, whether they attended or missed out.
Picture the dynamic moments you can include in a video:
- Key snippets from impactful speaker sessions
- On-the-ground energy of attendees networking and having fun
- Behind-the-scenes clips showing the effort and creativity infused into the event
By packaging these moments into a compelling piece, you tap into the feelings generated at the event and extend them to a broader audience. It becomes a piece of dynamic content that connects emotionally, sparking interest and excitement.
Boosting Brand Awareness
Event videos are a powerful way to reinforce your brand. They emphasize your industry presence and expertise while showcasing the value you bring to the table. By highlighting carefully curated moments, you communicate your professionalism, creativity, and organizational capabilities.
When shared across social media, emails, or your website, these videos help expose your brand to a much wider audience than just your attendees. The virality potential for well-edited and engaging videos cannot be ignored in today’s content-driven world.
Pro tip: Include your branding subtly but effectively in the video with your logo, event hashtags, and thoughtful visuals aligned with your brand identity.
Repurposing Content Made Simple
Think of an event as a goldmine of content creation opportunities. And the best way to mine this treasure trove? Through an event video. Unlike other types of post-event content, such as blog articles or image galleries, videos offer versatile content you can repurpose in various ways. Here are just a few ideas:
- Social Media Cuts: Break down your full event video into short clips tailored for platforms like Instagram, TikTok, and LinkedIn.
- Advertising: Use segments that highlight the most exciting or visually impressive parts of your event for targeted ads.
- Future Event Promotion: Showcase your event’s energy to build excitement for your future events.
- Internal Use: Share event highlights with your team or use the video in presentations and training sessions.
Boosting Engagement Through Visual Storytelling
When it comes to online engagement, videos consistently outperform other content types. Research shows that video content generates 1200% more shares than text and image posts combined. Why? Because people are drawn to the dynamic and personal element of video.
With an event video, you showcase the human side of your brand. You can highlight interviews with attendees, testimonials from speakers, or candid reactions from your audience. These authentic moments create genuine connections with viewers, encouraging them to engage with your content.
Including a strong call to action in your video also gives you the opportunity to drive specific actions, like signing up for newsletters, downloading resources, or registering for upcoming events.
Reaching a Global Audience
Your in-person event may have had limited seating or a specific geographical focus, but your event video has no such constraints. By sharing your video online, you expand your audience exponentially.
Publish your event highlights on your social media platforms, upload the full video to YouTube, and embed it on your website. Be sure to optimize your video with:
- Searchable and relevant keywords in the title and description
- Closed captions or subtitles to appeal to global and differently-abled audiences
- An engaging thumbnail that captures attention
This method ensures that anyone interested in your event can access it online, continuing the impact long after the event itself.
Generating Leads
An event video isn’t just about looks and engagement; it’s also a strategic lead-generation tool. By using video-sharing platforms with built-in analytics, you can identify individuals who are actively engaging with your event video and target them effectively during follow-ups.
Additionally, you can use gated videos to capture information. For example, offer access to an exclusive extended event video in exchange for email sign-ups. This approach builds your database, giving you more leads to nurture in the future.
Highlighting Your Event’s ROI
Every event organizer knows it’s essential to demonstrate event ROI to stakeholders. Videos serve as a tangible, visually compelling evidence of the event’s success.
Use your event video to emphasize:
- The scale and energy of the event
- Positive feedback from attendees or speakers
- Brand collaborations or sponsor integrations
A well-documented, professional-looking video speaks volumes about the value derived from the event, helping you justify the investment.
Transform Your Event Into Evergreen Content
Your event may have had a specific start and end date, but your event video has no expiration date. Long after the event is over, people can encounter the video and experience the essence of your event as if they were there.
From pre-event teasers to post-event highlights, you create a library of evergreen content that can serve multiple marketing strategies in years to come. It enhances your brand image and continues to engage with your audience over time.
Use Video to Unlock Your Full Event Marketing Potential
An event video is more than just a recap; it’s an investment in your brand’s future. With its ability to boost engagement, expand visibility, and generate leads, it’s by far the most versatile tool in your post-event marketing toolbox.
Don’t wait for the excitement of your event to fade. Start planning your post-event video today and transform your one-day event into an unforgettable experience that keeps giving back.
