Let’s face it. Video is a great tool for marketing your events. It gives your attendees the opportunity to learn more about your event and does a good job of conveying the personality of your organisation. It also is a lot more engaging than text. Forrester Research claims that a minute of video can be equivalent to 1.8 million words1. That, by the way, is the equivalent of 3,600 typical web pages. So if you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video – assuming of course that your content is good in the first place!
It’s true that video content marketing has been gaining a lot of momentum over the last few years. The trend first started with publishers, then marketers and now we’re seeing it become a lot more prominent in the events industry. A poll last month by Eventsforce revealed that 84% of UK and US event planners are using video as part of their marketing strategies to promote their events. In fact, the overall pace at which digital video consumption is growing right now is really quite staggering. By the time we reach 2019, it is said that video will make up around 80% of all consumer Internet traffic globally2. We expect this kind of growth to be reflected across our own industry as organisations increasingly try to find new and creative ways of attracting people to attend their events.
The recent advancement of technology is a big contributing factor to its popularity. Simple animation tools and Smartphones devices are allowing people to produce slick and professional looking videos without the need for the sizeable investment that was required not so long ago. The ease in which videos can be put together and uploaded on traditional platforms such as YouTube and Vimeo has also played a part. So has the recent surge of new video offerings from social media platforms like Facebook and SnapChat that are helping video content go viral – did anyone not see this Chewbaca Mom video last month? It has broken the record as the most-watched Facebook Live video – ever.
The impact of video on your events can really be significant. It can be a great way to generate enthusiasm amongst your attendees and equally present a really good case for those who haven’t yet registered. So if you’re doing it already and doing it well, then you’re on the right track because it will become an integral part of any event marketing campaign over the coming few years. But if you’re still unconvinced and feel that it is something that can take a lot of effort with little gain, then read on.
The Business Case for Video Content
We’ll be looking at the key considerations you need to take before putting together a video strategy, as well as some great ideas on how to use video prior to an event (more on that in our blog next week). Before doing that, however, it is important to look at why online video is one of the most practical uses of your marketing time and budget:
- Video more engaging than text – Compared to text, video offers your attendees more of an enjoyable ‘sit back’ experience that promises to be short and interesting. From a psychological point of view, it is said that visual makes up around 90% of all the information our brains pick up and that we process visuals 60,000 times faster than text.3 With this in mind, you can see how video can simplify your whole event communications process. It can also help overcome things like language barriers by allowing you to explain things to any number of people anywhere around the world.
- Return on Your Investment – Incorporating video into the digital marketing strategy of your event can be a really cost-effective way of reaching your target audience. A study has found that video converts better than other forms of digital content, with 71% of respondents indicating it performs better for them than text and images. The report also found that marketers are seeing very positive engagement rates from using video, with a majority indicating that video is a good vehicle for lead generation4.
- Improves Search Engine Optimisation – Video is good for your SEO ranking. Search engines lead people to your event website so the significance of this is quite important. Posting a video on YouTube moves up your search engine rankings due to Google’s high rank for YouTube. Posting a video on your event website will also help it move up the ranking pages – the advantage of this over YouTube of course is that the traffic coming in is likely to stay on your site. On YouTube, you risk attendees getting distracted by other videos instead of following your call to action – whether that’s registration or a sign up to your app. It’s best to use both methods at the same time, but it is recommended to vary your videos if you can.
- Expands Your Reach to Millennials – If your events target millennials, then you’ll find this interesting. A recent report from online video maker, Animoto, shows that 50% of millennials will read an email from a company if it includes a video – something worth thinking about when sending out your email invitations. The study states that 76% of millennials follow companies or brands on YouTube and that they are three times more likely to watch a video on their mobile devices. The numbers speak for themselves. If your attendees are millennials, then you can’t afford to ignore video.
- Increases Click-Through Rates – People tend to show more interest in an email or website if it contains video. According to one infographic on video marketing trends, using the word ‘video’ in an email subject line can boost open rates by 19%, click-through rates by 65% and reduce unsubscribes by 26%2. When done right, video also has the potential to boost landing page conversions by 80% – so a video on your event site encouraging people to register by promoting an early bird discount can have a significant impact on your numbers.