Event Video Marketing: 6 Dos and Don’ts

Video is the most effective marketing medium and should be part of your event marketing strategy. It is versatile and can be used to effectively deliver messages and branding at a variety of events across multiple platforms. Creating a video is relatively easy since almost everyone has a smartphone with a high-quality camera. However, it is worth considering carefully for your event planning business. These seven considerations will help you create a successful event video marketing plan.

1. Share authentic content

People can tell when marketing is inauthentic. In the face of a flood of content, fake content will be immediately ignored. This is the last thing you want after investing time and resources into producing content. You may also alienate your target audience and have them associate your event planning brand with negative opinions or feelings.

Consider using a mix of professionally produced and casual content to create a sense of authenticity. High production value content looks professional and polished. However, it can also be too perfect and not reflective of real life. Casual content that looks like it was created by event attendees can add a sense of authenticity to your social media feeds. It looks like content that your target audience could create, Make your brand more approachable.

If you post about your event planning business, consider posting about the ups and downs of your business. Life isn’t perfect, so showing the good and the bad on social media will make your business more relatable. Some event planners are afraid to show the lows because they don’t want their brand to be associated with anything negative. However, you can get around this by showing how you overcame challenges and tough times.

2. Don’t just share your video once

Social media is tricky because it’s fleeting and it’s highly competitive. People open the app and scroll at any time of day, any day of the week. Then, there’s a ton of content being posted all the time. Combine those two things with the fact that every social media platform has an algorithm that influences how users view content. As a professional event planner, you’re working hard to get your promotional content in front of your target audience. So, posting a video once means not everyone in your target audience will see it. Instead of taking a one-time approach, consider a posting strategy that allows you to use your video multiple times. Don’t post it over and over. However, you can try posting it again after a while. You can also post it on different platforms.

3. Don’t forget your call to action

When you create a video for your event planning business, you have a purpose. To help you reach your goal, you need to include a call to action (CTA) in your video. This directly tells your target audience what you want them to do. When you make your CTA compelling and direct, you’ll see an increase in engagement and response rates. Test different ways to include your call to action, such as at the beginning or end of your video and with a text overlay or voiceover.

4. Lighting and sound must be in place

As an event planner, you know that the lighting at an event isn’t always ideal for video. However, you also don’t want to post a video that’s too dark or has poor audio quality. These videos can make viewers uncomfortable and more likely to stop watching. Try to create a video where your main subject is well-lit and clearly visible. While natural light is best, it’s not always an option. Try to use another light source that can create the right balance. When recording audio, try to limit background noise. Don’t record near oversized speakers playing music or in a large group of people talking.

5. Don’t DIY all your content

Earlier, we talked about not using all curated professional videos. The opposite is true; you don’t want to use all DIY user-generated content either. DIY content creates a sense of authenticity, but too much DIY content can appear unprofessional or amateurish. There is also a time and place for DIY content. For example, people want to Instagram Reels and TikTokHowever, this is not expected in campaign videos, in-campaign use or recap videos.

6. Don’t try to go viral

If one of your Social Media Posts and event videos will go viral. It’s unrealistic to think that all of your posts will go viral and that you can choose which ones will go viral. Trying to force virality will appear inauthentic, undermining your marketing efforts to your target audience. Furthermore, going viral doesn’t directly mean achieving your event planning business goals. These millions of views come from all over the country or even the world. It’s highly unlikely that these people will book your event from thousands of miles away. Furthermore, people will remember the content but may not associate it with your brand. This makes it ineffective in driving brand awareness.

Rather than trying to force a post to go viral, focus on creating high-quality, authentic content that is tailored to speak directly to your target audience. You can add one or more elements commonly found in viral videos. If it does gain traction and become a huge success, great. If it doesn’t, that’s okay too. At least you have high-quality content that you can use for social media marketing.

Effective use of video marketing

These helpful tips give you a solid foundation for your event video marketing strategy. Use a combination of professionally produced and DIY quality content. This allows you to strike a balance of authenticity and professionalism. Reuse your videos and include calls to action to get the most out of them. Finally, focus on creating authentic, quality content rather than trying to force it. Connecting with professional videographers and video editors will help you strengthen your video marketing strategy. By attending industry events like the Event Planners Expo, you can network with industry professionals you can work with.

Buy Tickets for Event Planning Expo And get ready to connect with industry professionals and suppliers this October to take your business to new heights!