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How to Use Video to Effectively Promote Events

Video is the perfect format to ‘show and tell’ what your event will offer, especially if it’s footage of previous similar events. Nothing beats seeing, hearing and virtually experiencing what it will be like to attend your event. Consider the alternatives: email, phone calls, posters, billboards, flyers, a radio spot, a tour? Out of all the qualities each format offers, video basically combines and multiplies the effects of all of the options.

Even if it’s your first event…

Video is a great way to grab the audience’s attention with music, photos, editing and venue images, and other tone-shaping effects to paint the picture of what this event will be all about.

Here are a few of the best practices for the format of your video that I’ll share from my experience:

  • Hook them in the beginning with a question, an interesting tid-bit, something that will pique their interest
  • Keep it short, engaging and on point to what your audience cares about
  • Attendee testimonials are frequently the best possible footage, they are objective, informed and on target.
  • Footage of the event (seems obvious) but get into the details of the variety of topics/activities/etc., the venue, whatever he specifics are, help remove the element of the unknown and highlight the positives.
  • A call to action: toward the end, give them that added bonus incentive to tip them from interested and covert them to coming.

Here’s an example of a promotional video we did for an event at The Palace of Fine Arts in San Francisco:

You’ll also want to consider how you use the video to spread the word.  Here’s a couple considerations for distribution strategy:

  • You might want to make several versions, targeted to different audiences. It can be as simple as a different call to action, branding, etc.
  • You could make several versions, released over time that reveal more and more to build buzz. That’s what they movie studios do with the ‘teaser, trailer and a featurette’ types of content length.
  • You could share this content in your relevant blogging community first and let them do the hard work of promoting, which they may be happy to do in exchange for juicy scoops and exclusive content.
  • Just by changing the music and releasing different versions, you can make an emotional appeal in very different ways.
  • By properly meta-tagging your content descriptions, you can increase the findability of your video.
  • Video emails have higher open & click rates and by using the right list, you can get the right message to the right people.
  • The number of online places where you can post your video grow every day, of course there’s the You Tube, Google +, Facebook, Twitter and Vimeo but there are also places like Pinterest, blogs and message boards, communities and even more unique places relevant to your topic that could make sense.
  • Don’t forget all your partners, vendors, participants, venues and other relevant parties that may want the exposure as much as you do!

The big take away is that no matter what your event and budget, there is no question (in my mind) that there is an effective, valuable and cost effective solution to help spread the word using video…and no matter what the message is, there are always several ways to tell that story which can be achieved for minor incremental cost and effort (but with big payoff potential).

Want to learn more about using video to market your events? Download our free Online Video Marketing Guide: Learn How to Promote your Business with Video (Free Download)

Please feel free to reach out to me with any questions and I’ll do my best to help answer them.

Good luck!

Dane Frederiksen
Digital Accomplice

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