Video marketing is changing. We now consume more than ever – with 5% of people watching videos online every day and 59% of senior executives confirming that if there were a choice between words and video, they’d choose video
But how we consume video is changing too.
The rise of mobile, social media and 4G Internet access are just three of the trends that have affected how video is consumed and in what format. Mobile viewing has risen at a staggering speed, with ads platform Ooyala finding that mobile video consumption has jumped 100 percent, year on year. Social media platforms such as Facebook and Twitter, now have their own video ecosystems, meaning that they no longer rely on YouTube (or are held hostage to YouTube advertising) to be able to stream videos to their viewers. The number of mobile operators bringing in high-speed 4G networks for customers has also aided marketers – high-definition video streaming while on the go is now a reality and consumers are treated to an ‘always-on’ mentality with the content they want to consume.
With all forms of technology geared towards producing faster, better and more accessible ways of viewing video content, it’s a strategy that marketers need to start developing – and fast.
So if it’s something you’re considering (and you should be – according to video research bank Reel SEO, 85% of companies find success with video marketing), here are some tips on the type of video content you really need to capture from your event to stay ahead of the curve:
Short-form video content
Long-form video content was once the only type of video content. After all, video was once expensive to produce and marketers needed to ensure they gained their money’s worth. Now that video capture during an event is so much more cost-effective using platforms such as our Event TV series, short-form content has become just as important.
The benefit of shorter snippets of content is that they can be shared on short-form social media channels such as Vine or Instagram or even played during the venue as attendees walk by, capturing attention without needing too much of a time commitment from viewers.
Real-time video content
Whereas once, video content meant days of filming and lengthy production, now most video content can be edited, uploaded and pushed out live while on site. This creates a dynamic network of content that can be used throughout your event on physical screens and across channels such as YouTube, a company website and a daily email newsletter – live while the event is happening.
Realtime content is much more relevant when used during the show and this allows you to extend the reach of your event, far beyond the physical visitors who are there, to potential visitors across the world.
Some of the most effective forms of video content are those that come from your visitors or key executives at the show. 60-second testimonials, interviews and recordings of live presentations all raise the authority of your event and make others feel as though they’ll miss out on key insights if they’re not there. This is excellent collateral to use in your marketing strategy during the build up to the next event, showing the value of the investment in a ticket. The event environment is therefore the perfect platform to capture all kinds of social proof that will raise the profile of your event and ensure that tickets sell out even faster during the next year ahead.
Collecting video content throughout every day of the event allows you to create post-show films around a variety of different topics, themes and sub-sections of the event. Part of our strategy is to work with our clients to get an outline of the type of shots, content formats and partner requirements needed from an event, to ensure that every angle, setting and session is captured. After the event, when the social media channels and company website are already teeming with exciting, relevant material to watch, we’ll then settle down to create comprehensive showreels and films that show the event off from build up, through to show end.
Producing video from your event is more cost-effective than you may think and will enhance your marketing channels all year round. With so many marketers now turning to the medium in order to have their brand message heard, event marketers really can’t afford to miss out.