56% of respondents in the
2018
Benchmarks, Budgets and
Trends survey by Content Marketing Institute mentioned that they use in-person events as a
top marketing tactic, even above digital advertising and email marketing.
But then why don’t all growing businesses host events?
Though in-person events are great for building long-lasting relationships with prospective and
existing
customers, marketing an event is beast of a challenge. Selling tickets, ensuring that the buzz is
maintained across social media channels, which needs to lead to good attendance during the event -
that’s quite a bit of heavy lifting! If you are an up-and-coming business or a startup, these
challenges might even be discouraging. However adoption of video as a marketing medium could drive
the results in your favor. It has the potential to let you differentiate yourself and define your
own identity in a crowded market. Let’s learn how.
A video montage to promote a music festival
Videos: The Key Ingredient in your Event Marketing Mix
Here are three compelling reasons why video should be part of any event manager’s
repertoire:
1. According to thought leaders in the event marketing industry, 94% of events that
used
video in 2018 said it was
effective.
2. A
HubSpot research study
found that 72% of consumers prefer video to text for receiving marketing information.
Videos from an event can be an evergreen source of views, engagement and shares. The impact
is not
limited to the duration of the event on calendar. It can be a rich source of leads without
incremental
repeating cost. Other than being an engaging format to convey your message, videos are a great way
to
invoke emotions. Anyone who has attended a seminar or a conference will vouch for the excitement and
high-energy that is in abundance. A good video does a good job of leveraging this unique aspect of
in-person events.
Slush is a not-for-profit startup and tech event. Its 2016 teaser video got 60K views on Facebook.
If your target audience feels connected with each other, with your brand and with the
speakers
on a more personal level, registrations become a beautiful by-product. Can you think of a better
content
format to drive that kind of a relationship at scale? A well thought out video marketing strategy
can
help you drive such energy levels before, during and after your event.
Video production is getting cheaper by the day — you can shoot your own HD or 4K video
with
just a smartphone! Though content creation is getting easier, getting the desired outcome from the
videos
can still seem daunting. Impactful and engaging videos go through a well thought a designing stage
that
leads to a well produced video that drives people towards action.
We developed this guide to help you get an understanding of the building blocks of
different
types of event marketing videos. We will suggest a lean process that you can follow to leverage videos to
drive a successful event. That’s quite a teaser, won’t you agree? 🙂 Let’s get started.
* * *
Lifecycle of an Event & how Videos fit in
Before talking about how videos could fit in as part of your marketing strategy, it
would help
to understand something very obvious but worth iterating - the different phases of an event. An
event can
be best summarised in 3 stages:
Pre Event
This is when the organizer primarily focuses on two things:
a) Signing up audience for the event using marketing and other techniques.
b) Planning how the event would take place, including logistics, catering and other functions.
Many event organizers consider this phase the most important part of the event cycle,
primarily because the other two phases are heavily influenced by the impact of work done during Pre
Event.
During Event
This is the time period when the event is taking place. It could range from an hour for a highly
anticipated sporting event to weeks for a creator’s congress that Burning Man is. While the
duration of the event can vary, it’s important to learn how you could leverage that period and put
it to best use from an event marketing point of view.
Post Event
The curtain has come down and everyone’s bidding adieu to each other after spending some great time
with each other. That’s when the Post Event phase starts and considering it’s a high point for many
from the audience who found value in the event, it’s a great time to celebrate the event. It also
turns out to be a great time for capturing the essence of the event and sharing it with everyone and
maybe start building anticipation for the next event in pipeline!
Type of Event Marketing Videos
Now that we’ve established what life of an event is like, let’s learn how videos can
help in each of the phases of an event. To understand this better, we watched more than 150 videos
created from by the best event organizers in the planet including the likes of
Slush, SXSW,
Tomorrowland and many others.
We learnt that event organizers primarily focus on 8 variants of video produced across the 3 phases
of an event’s life cycle. Let’s see what they are, with some pointers on what’s common among those
videos.
Pre Event
During Event
Post Event
1. Teaser - If you give me 30 Seconds
Teaser video campaigns are created in the “Pre Event” phase when the organizers focus a lot
of
energy on attracting their target audience to learn about the event and convince them to sign-up for the
event. Few points about this video type would be:
They are created and distributed “Pre Event”.
These videos talk about the most important selling point of the event while highlighting the who’s
who
coming for the event be it the speakers or the attendees.
These videos do best when they are 30 - 45 seconds. Think of this as a teaser and not a trailer and
certainly not as the movie itself.
These videos can be distributed on all channels - YouTube, Facebook, Twitter, event landing page or
any
channel where you can get the relevant audience to take note of it.
A Teaser video has to end with a call to action that invites the viewer to sign-up for the event.
2. Flashback - This time Last year
Flashback videos are teasers in their own respect but focus on just one thing - giving the viewer a
glimpse
of how last avatar of the event was an astounding success with snippets of the best moments. This video,
once it’s successful in building a subtle feeling of how one would’ve missed out on this event the last
time,
ends with an invitation to the next and upgraded version of the event that’s going to happen soon.
Flashback videos are created and distributed “Pre Event”.
These videos highlight the success of the last event and how it added value for its audience. This
could
include certain testimonials as well.
These videos do best when they are 45 - 75 seconds.
These videos can be distributed on all social media channels - YouTube, Facebook and Twitter.
A Flashback video has to end with a call to action that invites the viewer to sign-up for the event.
3. Speakers - The star cast
One of the biggest crowd pullers for most events is the panel of speakers or the esteemed guests.
So instead of just listing them on the website as mugshots, there’s a lot more value in creating a
quick video that features them or even asks them to say a few words about how excited they are about
coming for the event.
Speaker videos are created and distributed “Pre Event”.
The purpose of the video is to leverage the authority of the speakers or guests coming for the event
and it could done in many ways. One could be a listicle video that lists the top 5 speakers coming
for the event or another option could be having each of the speakers say a few words about the
event.
These videos can be kept between 30 - 45 seconds. If the video just features one speaker it
would help to have it below 20 seconds.
A Speaker video has to end with a call to action to sign-up for the event.
4. Testimonial - Building conformity
Just like speakers, another set of opinion that matters a lot while deciding to signup is that of people
who have already attended the event before or are planning to attend the event this time. Testimonial
videos can go a long way to build trust in the event brand.
Testimonial videos are created and distributed “Pre Event”.
These videos usually carry a core message around “how I enjoyed the last version of the event” or
“why I am
planning to attend the event this time”. It essentially clears a few doubts you have as a prospect
attendee
and helps with your decision making.
These videos can be kept between 30 - 45 seconds. If the video just features one attendee who’s
featured it
would help to have it below 20 seconds.
The video has to end with a call to action to sign-up for the event.
5. Interview - Feeling the Pulse
These videos are quick snack-able content produced during the event where you ask attendees,
sponsors or speakers to share what they feel about the event. These videos help with engaging
the event audience on social media while also serving to be content for Testimonials for the
next version of the event.
Interview videos are created and distributed “During Event”.
These videos help with conveying the energy at the event while learning from attendees how their
experience at the event has been and what they’ve learnt so far.
These videos are best kept less than 15 seconds.
These videos are distributed primarily on social media, if possible with the appropriate hash tags.
Interview videos can have a call to action asking followers to keep a tab on your activity on social
media following the event updates.
6. Summary - Round-up of the day
These videos are great ways to keep the audience at the event and other online followers, who were not
able to make it to the event, up to speed on what’s happening at the event. Every day or few hours could
be followed by a quick summary of the important updates.
Daily Summary videos are created and distributed “During Event”.
These videos usually carry excerpts from different talks or discussions or a highlight of certain
events that happened during the day or the last few hours at the event.
These videos are best kept less than 30 seconds.
These videos are distributed primarily on social media, if possible with the appropriate hash tags
Daily Summary videos can have a call to action asking followers to keep a tab on your activity on
social media following the event updates.
7. Thank you - Nice having you!
Thank you video is a nice way to engage with all of your attendees by thanking them for having graced
the occasion with their presence. It’s a great way to reciprocate the trust they showed in the event and
in many cases, a heartfelt thank you video could increase the probability of the person coming back the
next time.
Thank you videos are created and distributed “Post Event”.
These videos carry delightful moments from the event but emphasizes more on “thank you” and “see you
next time!” messaging.
These videos are best kept less than 60 seconds.
These videos are distributed primarily via closed 1 on 1 communication channels with the audiences.
Eg. Thank you email.
These videos can have a call to action asking the audience to follow the organizers on social media
for updates on the next event.
8. Aftermovie - It’s a wrap
Aftermovie video is a collage of the most important moments from the event mixed with testimonials and
other footages. It highlights how the event turned out from start till end in the form of a recap.
Aftermovie videos are created and distributed “Post Event”.
These videos carry delightful moments from the event along with testimonials and interview footages.
These videos are best kept between 100 - 120 seconds.
These videos are distributed primarily on social media, if possible with the appropriate hash tags
Aftermovie videos can have a call to action asking the audience to follow the organizers on social
media
for updates on the next event.
* * *
Video Design Elements
Video creation, be it for any purpose, is an act of creative expression. It cannot be
produced without thinking about the intent, audience, scope and context of the video. The best video
campaigns are well thought out artistic works that stand out from the usual videos that try to serve
the same purpose.
We believe it’s futile to pursue a cookie cutter approach to creating videos. A
cookie cutter approach to a function is very beautifully encapsulated in the two definitions
provided by dictionary.com:
cookie-cutter [koo k-ee-kuht-er]
[adjective]
1. having the same configuration or look as many others of a given kind; identical
2. lacking individuality; stereotyped or formulaic.
It is essentially a philosophy in which the work is understood to be comprising of
mechanical steps and could be followed to complete a function without indulging in a creative
process. In case of videos, using a cookie cutter approach would result in production of videos that
look identical or sport very similar attributes while losing a touch of individuality.
As a video creator, you have the opportunity and responsibility to showcase a rich
palette of perspectives and design videos that make an impact while staying true to your
individuality. Hope you are not intimidated by the concept of video design. If you are, take a
breath
and get comfortable. 😃
We are going to walk you through all the key components of video design that
will be relevant to you as you produce your event marketing videos. Let’s get started:
1. Video Format
When distributing your event marketing videos on social media platforms, tailoring
your
video to a platform’s video format specifications is mission critical. The user interface of
each
social media platform is different and the way viewers will engage with your video will depend
on
how well you optimize for the native format.
YouTube prefers 16:9 (landscape) and Facebook loves 1:1 (square) videos. Want to
leverage Instagram Stories for announcing an early bird offer for your event? 9:16 (portrait) is
the
way to go. The effort that you put into optimizing your video design for a specific format is a
sign
to the viewer that you actually care about their viewing experience. Grab those brownie points!
Formats for event videos never follow 'one size fits all'
With Typito, you can choose from a wide collection of aspect ratio formats that work
well for different social media platforms.
Check
out Video Formats on Typito.
Do note that the leading social media platforms keep releasing new video formats and
update the existing ones. Here’s a
one-stop comprehensive guide
to all the format specifications
across social media platforms from our friends at SproutSocial.
2. Brand Essentials
Videos are good at humanizing your brand and hence you need them to be ambassadors which stay
true
to your values. When investing in creating videos for your event, your choices about the text
animations, the font, the colors and how these elements will interact with each other, all will
play
a key role in the effectiveness of the video.
In this section, we will discuss the core elements of your brand design on video and
share how they play a key role in creating an engaging, memorable video that will encourage your
audience to act and grab those tickets and sponsorship packages!
2.1 Motion Graphics
2.1.1 Text Animations
a) Intro
An Intro is a motion graphic or text animation element that is added within the first
few
seconds of the video popularly called the bumper section in a video. It is most commonly positioned
at
the centre of the video frame. Intro, like title of a story, gives context of what the video is
going
to be about.
Shout out what makes the video unique using the Intro
Here are a couple of quick tips while designing your intro:
1. The Intro added on your bumper is effectively the first impression of your brand
on video.
Try to bring out your style and personal touch. Text on plain background is a non-starter 🙂. Here’s
how to
design a great bumper from
our friends at Wistia.
2. Is there something unique about your event? Showcase that at the get go to grab
the eyeballs.
b) Lower Thirds
A lower third refers to the lower area of the video frame which contains information
like the name of a speaker, his/her title, the company name etc.
Contrary to the name, such titles may not need to occupy one third of the video frame
area. In most videos the lower third is at the bottom left or bottom right of the frame and the area
occupied depends on the length of text and design choice with the graphics.
Lower thirds use the power of text on videos to build better content retention and
association for users. A good animated lower third adds impact and draws the attention subtly to
important contextual information about the person in the frame. In event videos, lower thirds are
essential as they give context about the speakers, attendees and organizers.
Here's a lower third announcing Brian from Buffer!
Using lower thirds can also help you to reinforce your brand elements subtly.
Here are some quick tips to create engaging lower thirds:
1. The lower third can be created using your brand colors and fonts and other
design
elements that represent your brand.
2. On the readability front, a golden rule you could follow is to have san serif
fonts.
They are easier to read and comprehend on screen.
3. Place the lower third in a ‘title safe area’. It is an area of the video screen
that
will be seen clearly across distribution formats in different social media platforms. A safe bet is
to ensure that the text is positioned by keeping in mind a 10% padding from the top and bottom of
the video area usually reserved for video player controls.
c) Captions
A caption is a type of text animation format that communicates (in real-time) what is
being said.
If you have watched any videos on your social media stream today, it is likely that you would have
seen captions it at least one of them.
Captions, in first person or otherwise, narrate a story.
Facebook says internal tests showed that captions can increase video view time by an
average of 12%. Captions have become more relevant thanks to the growing trend of silent videos
across platforms like Facebook, Instagram and LinkedIn. More importantly captions enable deaf and
hard of hearing users access your videos. There are specific laws in
many countries that make captions mandatory for video content
across a number of industries.
d) Outro
As the name might suggest, the ‘Outro’ is a text animation that plays at the end of
your video. As a best practice, it is advised to offer a call-to-action (CTA) which is relevant. The
call
to action can be to buy tickets for your event, request a call back or to simply check out the event
website. Do you recall a fun or unique outro in a YouTube video where the creator asked you to
‘like, subscribe and comment’ to their videos? They are present for a reason!
Outro is the right place for your CTA
Quick tips while designing Outros:
1. Abrupt endings reduce the impact and retention of your content and reflect
an amateur take. Be clear about the goal of every video and find creative ways to nudge the viewers
towards the goal using the outro.
2. For YouTube videos, it is advised to have at least around 8 seconds for the
outro.
2.1 Motion Graphics
2.1.2 Text Color
“If everyone would look for that uniqueness then we would have a very colorful
world.”
~ Michael Schenker
Colors do so much more than just making your video appealing. Have you come across the
‘color wheel’ used in most designing or video editing software? Using the wheel, you can choose any
of the 4294967295 variations of just the red color!
1. A simple thumb rule to choose a color palette for the text and overlays on your
videos, is to go with the key colors from your brand logo or your website!
2. Colors are great at invoking emotions. Make sure the colors you choose go along
with the values your brand wants to reflect.
Contrast is crucial. Go for colors that contrast well with the background or the
recorded footage of your event.
2.1.3 Fonts
The font that you use on your event marketing videos can leave a lasting impact on the
viewers. Choose the right font and your prospective attendees and sponsors will retain the message
easily and will start to build a relationship of trust and confidence. A blunder here and the
related jokes can trend over your actual event marketing.
Some quick tips:
1. Legibility is mission critical. With your videos getting distributed across
social
media, make sure you check the readability of the font in different screen sizes.
2. Respect the different sizes and hierarchy across the text used in different
sections.
For example, the title of a rockstar speaker at your event needs to be thinner and smaller in size
compared to the text to showcase the name of the person.
2.2 Logo
Logos speak. They do! With event videos you can find smart ways to reinforce the brand
using a logo in sections where the core value is being derived. You can use the following methods to
use logos and keep your video brand compliant:
1. Small sized corner logo: Small sized logo could be positioned on the on top
right
or bottom left with 2.5% padding from the border. It could be maintained at 70% - 80% opacity to
ensure the content behind is not blocked.
2. Mid sized centre logo: A mid sized logo can be positioned along with Outro
motion
graphic template at the end of the video.
Logo should be placed in every video using at least one format
3. Motion graphic logo template: You can also use motion graphic text animation
templates
that have a logo placeholder, very similar to news banners. It could be the lower third for
interviews, over the establishing shots of the venue or during the speaker profile showcase. Check
out some of the logo templates here: Logo Templates
Note: A lazy and ineffective way to showcase a logo is to open a video with a flashy
animation on a color background that fills the screen. Use those precious seconds to build a rapport
with the audience using live action footage from your event! The logo can come in as an animated
overlay.
3. Footage
Let’s talk about the elephant in the room. The actual raw footage which you will need
for the different types of event marketing videos. Don’t worry, we won’t burden with you a
cinematography course. Just a nudge. After looking at 150+ videos from top event organizers, here
are some shots that are most common and almost essential for an engaging event marketing video:
Timelapse
Establishing shots
Medium close ups
Speaker on stage
B-roll
4. Audio
Counterintuitively, the success of your videos will greatly depend on the quality of
sound and music you choose. Clear audio and a well synchronized music makes viewers comfortable and
plays a key role in the retention of the core message.
Also,
studies
have shown that the tolerance level for bad audio is lower than that for
lower quality images or footage in your video. For your event videos the two types of sounds you
need to take care of are:
i) Audio from interviews, speaking sessions
ii) Background music to go along with the footage.
Here are some quick tips to get the sound right:
1. The background music sets the mood and can invoke the emotions you want.
Libraries
like Marmoset and
Tunefruit
have sorted tracks across tag like “empowering,” “playful” and
“peaceful.” Get a head-start 🙂
2. Have you watched videos where the background music takes over the rest of the
crucial audio? Well, not good! When editing,
keep
background music in the background.
3. Setup a dedicated space in the venue with relatively low noise levels to record
video testimonials and interviews.
Understanding Event Videos with the Video Design framework
We’ve learnt what videos perform well for event marketing and why it’s important to pay attention
to designing these videos instead of following a cookie cutter approach. We will now take some time to
understand what design elements are to be kept in mind while creating these videos. For simplicity, we will
go through each video type again but this time trying to understand how the various video design elements
contribute to its effectiveness.
Teaser
Format
Teasers are typically created for different distribution channels. Here
are the recommended formats for the most popular channels for promoting teaser
videos:
Widescreen: Landing page, YouTube
Square: Facebook, Instagram, Twitter and LinkedIn
Brand Essentials
Motion Graphics - Teasers are bold in their nature. The most critical
text elements you want to add on the videos would be the following:
Intro - Intros, in its larger than life appearance, could be a nice
way to establish the reasons why you want the target audience to sign-up for the
event.
Outro - After you’ve leveraged Intros to make your point, end the
video with a call to action that warrants a response from the viewer.
Ensure that motion graphic text animation templates are compliant with the
event organizer’s brand guidelines. Using the brand fonts and colors would take you a
long way with brand recall. You can check out the text templates for Teaser video here -
Event Teaser Templates
Logo - Logo elements should be added on all Flashback videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
Teaser can be created using a collaboration of stock footages and original images or
footages from previous events.
Audio
It helps to have an audio track that builds up tempo or arouses the feeling of hope
or anticipation since Teaser is supposed to help a person look forward to an event
that’s coming soon.
Flashback
Format
Flashback videos serve the purpose of showing the best from the last few
events and end it with a strong call to action to signup for the upcoming event.
Following are the preferred formats:
Widescreen: YouTube
Square: Facebook, Instagram, Twitter and LinkedIn
Brand Essentials
Motion Graphics - Flashback videos can have stats related to the success
of the event last time with details on how it impacted the audience. It’s best ended
with a call to action to sign-up for the event. Here are the text animation elements
that would help:
Intro - Intro can establish the context for a Flashback video,
preferably in a format that resembles a story. Eg. “On 20th January 2018, 8000
scientists gathered for the biggest congress in the field of immunology.” In this,
“On 20th January 2018” can act as an Intro that initiates a story.
Lower Third or Caption - Lower Third or Caption will play a major
role in Flashback video to narrate the story with important facts about the event.
Outro - Like in all “Pre Event” videos, Flashback should end with a
call to action requesting the viewer to sign-up for the event.
Logo - Logo elements should be added on all Flashback videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
Footages of Flashback video are usually images and videos from the last event. So
it’s important to keep a collection of images and footages from previous events to
create a Flashback video.
Audio
Flashback videos can have music that’s reminiscent of happy moments to match the
narrative of the good time the audience had the last time when they got together for
the event.
Speakers
Format
The most common Speaker videos are well edited videos that list the top
speakers for the upcoming event in a listicle format of video. The common formats
for these videos would be:
Widescreen: YouTube
Square: Facebook, Instagram, Twitter and LinkedIn
Brand Essentials
Motion Graphics - Speaker videos can have the following text animation video design
templates:
Intro - Like in most videos, intros in these videos help to
establish the context for the video with a one liner. Eg. “All-Star Lineup at SaaStr
2019”
Lower Thirds - These text elements serve the purpose of introducing
the speakers for the event or helps in quoting a speaker in the context of the
event.
Outro - Outro in Speakers video serve the purpose of wrapping up
the video with the appropriate call to action.
Logo - Logo elements could be added on all Thank you videos in the
following avatars.
1. Small sized corner logo
2. Mid sized centre logo in outro
3. Motion graphic logo template as lower third
Footages
Footages of Speaker video can either be images of the speakers or videos of them in
action in an appropriate context like when they are speaking on a podium.
Audio
Speaker video is at the core a presentation that educates the viewer about speakers
presiding over the event. So it helps to have the audio take the back seat and have a
positive but not dominating music. If there are sections in the video where the
speakers are talking, ensure to keep the music volume down to 25-30% so that it
doesn’t interfere with the speaker’s conversation.
Testimonial
Format
Testimonial videos can be impromptu short videos from previous events
or from people who are planning for the upcoming event.
Square: Facebook, Instagram, Twitter and LinkedIn
Vertical: Instagram Stories
Brand Essentials
Motion Graphics - Testimonial videos can have the following text
animation video design templates:
Intro - Testimonial video can start with a classic intro motion
graphic text animation template that gives an outline of the video.
Lower Thirds - As the person starts narrating her experience in the
last event or why she plans to come for the upcoming event, it helps to have a lower
third that indicates who the person is or what her authority is.
Captions - To ensure audio quality doesn’t hurt the effectiveness
of the template it helps to have caption templates on Testimonial videos.
Outro - Outros in Testimonial videos are designed to enable the
viewer to signup for the event.
Logo - Logo elements should be added on all Thank you videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
Videos of people speaking about the event is what helps in Testimonial videos. It
helps to have them shot with good lighting and less noise or other audio
interference.
Audio
Testimonial videos can be produced with no music in the background or with a plain
music that’s maintained at 10% or less of the volume. The intent is to ensure it
doesn’t interfere with the person speaking in the video.
Interview
Format
Interview videos, like testimonial videos, are impromptu short videos
but they are shot during the event usually during coffee / lunch breaks.
Square: Instagram, Twitter, LinkedIn
Vertical: Instagram Stories
Brand Essentials
Motion Graphics - Interview videos can have the following text animation
video design templates:
Intro - Like in other event videos, Intro motion graphic template
helps with providing an outline of the Interview video short during the event.
Lower Thirds - It helps to have a lower third that indicates who
the person is or what her authority is. It’s recommended to use Branded Lower Third
templates that contains the logo of the event organizer.
Captions - To ensure audio quality doesn’t hurt the effectiveness
of the template it helps to have caption templates on Interview videos. If the video
includes the interviewer asking questions, it helps to have them designed different
from the subject’s captions.
Outro - Outros in Interview videos are designed to enable the
viewer to follow updates from the event on social media preferably with an
appropriate hashtag.
Logo - Logo elements should be added on all Thank you videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
3. Motion graphic logo template as lower third
Footages
Videos of people speaking about the event is what helps in Interview videos. Unlike
Testimonial videos, Interview videos can be designed with 2 type of footages:
Widescreen videos having both the interviewer and interviewee.
Square / Vertical video that focuses only on the interviewee.
Note - Please try not to shift focus between interviewer and
interviewee while shooting these footages since it could be a jarring experience for
the viewer unless executed well. It also helps to have the footages shot with good lighting
and less noise or other audio interference.
Audio
Testimonial videos can be produced with no music in the background or with a plain
music that’s maintained at 10% or less of the volume. The intent is to ensure it
doesn’t interfere with the person speaking in the video.
Summary
Format
Daily Summary videos are published “During Event” to keep the audience
and online followers on tab with what’s happening at the event on social media. The
preferred format would be:
Square: Instagram, Twitter, LinkedIn
Brand Essentials
Motion Graphics - Daily Summary videos typically benefit with the
following text animation elements:
Intro: The video can be introduced with a simple but effective
title. Eg. “Day #1 at SXSW 2019”
Lower Thirds: Lower Thirds in Summary videos help with collating
the important events that took place in the day by including important quotes
from the day.
Outro - Outros in Summary videos are designed to prompt the viewer
to follow updates from the event on social media preferably with an appropriate
hashtag.
Logo - Logo elements should be added on all Thank you videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
Summary videos can have video footages or images captured during the day that’s
contextual to the points that are discussed in the video. Eg. If there’s a point
that talks about a quote by a speaker during the event, it helps to have a
picture or footage of the person speaking during the event.
Audio
Summary videos are best produced with a good background music that takes prominence.
Thank you
Format
Thank you videos are a personal note to the audience who attended the
event. It’s about celebrating the success of the event and acknowledging how it
couldn’t have been possible without each of the attendees. The popular formats
would be:
Widescreen - YouTube (which is also shared via email)
Square - Facebook, Twitter, LinkedIn
Brand Essentials
Motion Graphics - Thank you video is published “Post Event” and its
core message is driven across with the help of the following text animation
templates:
Lower Third - Lower Thirds are used to establish how the event was
an astounding success. What helps here is to state facts that made the event
distinct and memorable.
Outro - Outro in Thank you video is used to thank the audience, one
last time! 🙂
Logo - Logo elements should be added on all Thank you videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
It’s recommended to use candid shots from the event, be it video footages or images,
to create a simple Thank you video.
Audio
Thank you video demands a pleasantly conclusive themed audio that shares a good vibe
with the audience.
Aftermovie
Format
Aftermovie video are mostly produced within a few weeks from the event
after collating all the best moments from the event. Here are the formats you can
keep in mind for Aftermovie video:
Widescreen - YouTube. This video can be embedded on the event landing page as well,
after the event by replacing the Teaser.
Brand Essentials
Motion Graphics - Aftermovie video is published “Post Event” and is most
likely the last video campaign that would be created by the event team. Following
are the motion graphic or text animation elements that can be used:
Captions - Captions can be used to highlight the key highlights of
the event in a story format. If there are snippets of interviews and testimonial in
the video, there would be distinctly formatted captions to augment those parts.
Lower Thirds - Lower Thirds can be used to provide context in
scenes that show a specific personality talking like in an interview footage or to
summarise happenings in the event, very similar to Caption templates.
Outro - Outro in Aftermovie can be used very similar to that of the
last frame in a movie credits. Eg. “A 20th Century Fox Production”.
Logo - Logo elements should be added on all Brand Essential videos.
1. Small sized corner logo
2. Mid sized centre logo in outro
Footages
It’s recommended to use candid shots from the event, preferably video footages with
some clips of users talking about the event, to create the Aftermovie video.
Audio
Aftermovie can play by modulating between two phases:
Non-interview sections where a soothing pleasant background
music dominates
Interview sections where the background music is tuned down to 20%
with focus on the person speaking.
Over to you
Heya! Glad to see that you made it till here. Now that you’ve explored what goes into
creating event marketing videos that engage and convert, we hope you feel ready to get started and
try creating videos on your own. Please note that the best practices we have shared are not rules
written on stone. You can explore even more types of videos and design styles to create videos that
fit your intended objective.
Event marketing videos have the potential to be the champion of your next event marketing
campaign. After all, they have a unique way to reach and engage with prospects and customers by
invoking emotions and following the value of ‘Show, don't tell’.
Before wrapping it up, we wanted to share a worksheet that gives you a quick glance at
all the types of event marketing videos discussed and understand what goes into making them.
Event Marketing Videos Master Sheet
Videos
Video Format
Motion Graphics
Footage
Audio
Pre Event
Teaser
Widescreen: Landing page, YouTube
Square: Facebook, Instagram, Twitter and LinkedIn
Larger than life style intro
Highlight what makes your event unique
Outro usually contains the call to action to buy tickets or check out landing
page
Video footages with some clips of attendees, sponsors and speakers talking about
the event
Soothing pleasant music for non interview sections
Music down to 20% for interview sections
Presented By
Typito is a web-based drag-and-drop video editor which allows you to
create engaging videos for social media with beautiful typography, images, and videos. It has been
called the “Canva for videos”. Brands like WWF, Heineken, Fox8, Logical Indian along with 60,000+
marketers, advertising agencies and news agencies use Typito.
Explara is an event platform makes it easy to host free/paid event,
manage start-to-end of the event, offer membership, increase revenue and build your event to a
brand. It is an all-in-one cloud-based platform for managing events, conferences, exhibitions,
memberships & more.
Meet the authors
Matthew John
Founder and CEO, Typito
Santosh Panda
Founder and CEO, Explara
Tejaswi Raghurama
Marketing Manager, Typito
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