Not using video as part of your event promotion strategy? You’re not alone.
57% of events didn’t use video at all as part of their digital marketing strategy, according to the 2019 Eventbrite Pulse Report survey of 1500 event creators. But 94% of events that did use video in 2018 found it effective.
Video works, but most event marketers aren’t using it. What’s going on here?
Video is incredibly effective — but it can also be intimidating. You want your videos to look polished and professional, but don’t have the budget to hire someone to do it right. One day, you hope to carve out the time to learn how to do so yourself.
But waiting for that day is sabotaging you as you miss out on catching potential attendees’ attention. On social media in particular, video is consumers’ favorite type of branded content, according to Animoto’s 2018 State of Social Video report.
Let’s face it — your excuses are getting old. Here’s why you should prioritize video now.
Excuse #1: Video is too expensive to shoot
Yes, it would cost a lot of money to hire a videographer to document your entire event and spin that raw footage into polished final videos. But you also don’t need to hire a pro to achieve a high caliber of video these days.
High-quality video production has never been cheaper. The camera quality of iPhones and other smartphones gets better with each new release, so shooting your own footage is a solid option. You can then take your video footage and still shots and place them into event-specific templates available for free from Animoto.
Today, only 24% of smaller businesses go to agencies or freelancers to produce their videos. Instead, they DIY it, then save their marketing budget for getting those videos in front of the right audience.
Excuse #2: Producing and shooting video takes too much time
Producing pro-quality video might seem like a huge undertaking to an event marketing team that’s already stretched thin with daily to-dos. But you’re already at your event, so why not whip out your phone and press record?
Sally Sargood, Video Production Manager for Animoto, says, “I always encourage people who are scared of video to take quick clips on their iPhone in the moment. Short clips can best capture the energy of your event.”
On a hectic event day, perhaps this is a task you delegate to an assistant — or five. On platforms like Instagram Stories, this raw footage can be uploaded immediately, no editing needed.
Excuse #3: You don’t have a pro videographer on staff
Once you’ve shot your footage, how do you turn all that disorganized raw footage into a nicely packaged final video? This is the step that mystifies a lot of event marketers, who are under the misconception that pro-quality video takes pros to produce.
This is where DIY event video templates come in. With free event video templates from Animoto, even the least techy person can compile raw content into a slick finished video. It’s a pretty easy process:
- Pick a template from the list
- Drag and drop your images or video clips into the Video Builder
- Customize the text
- Make your video on brand with your logo and colors
- Share wherever you want — social media, your website, YouTube, email marketing
If you can use a smartphone, you have the technical chops to produce your own event marketing videos.
Excuse #4: Video doesn’t have tangible ROI
Let’s bash this myth with some numbers. When asked which type of content gets the best ROI (return on investment) on social media, the top response to an Animoto survey was video marketing. What’s more, 88% of marketers say they’re satisfied with the ROI of their video marketing efforts on social media.
Adding video to your website can increase your chances of landing in the first page of Google search results by a factor of 53, according to MarTech. And Forbes reports that the majority (51.9%) of marketing experts agree that video has the best return on investment of any type of marketing tactic.
Excuse #5: I only have time for mandatory marketing tasks
If that’s the case, you need to bump video to the top of your list. At least 30% of your competitors are already using video for their events, according to the 2019 Eventbrite Pulse Report survey. If you aren’t getting in on the action, your event simply won’t stand out online.
To put your video marketing strategy into action in just half an hour, get these 4 Must-Have Free Video Templates to Promote Your Next Event.