Event videos have significantly increased over the past few months. With more businesses, virtual seminars, concerts and services pivoting to online resources, how they tell their story matters.  

Have you ever wondered why you’re not getting the participation in your event that others are getting? Ever thought about new ways (like video) to get the word out? Well you’re not alone. Video can be a crucial tool in how you market your event. It can show viewers what previous events looked like. Plus, it can provide a more engaging (and fun) way to draw new participants in the future. Most importantly though, how you choose to tell your ‘event’ story will determine how involved consumers want to be.

For a little background (and video foundation) “Eventbrite” has an article on the importance of using video for any event. Highlighting key points such as:

+        Video being a cost-effective way to promote your event

+        Video having a tangible return on investment

+        Video already being used by competitors

*You can learn more about these key points here.

These tips on why video is important help build the foundation of what it means to incorporate great storytelling into your event videos. The next step is actually telling your story. For many events, the basic things people want to know are the Who, What, When, Where and Why? The first four points get all of the basic information out of the way for consumers. However, it’s the “why” that will allow your event attendees to feel invested in your idea. Think of it this way, why would YOU want to go anywhere or participate in any event?

Pulling your audience in with some storytelling tools will help add some depth to your event video while also providing an aspect of relatability for past and future attendees.

Is your video current? What relevance does it have?

Finding a way to make your video current or relevant with things happening in present time is a sure-fire way to gain attention. If your event (and video) is tied to something everyone is dealing with, you’re more likely to gain interest because there is a shared issue or problem most have. For example, if you’re putting on a job fair and want to get people to attend, having a video that speaks to the current job market will certainly spark interest. References to the high unemployment rate and the passion behind getting people back to work is a great way to draw in your audience. Mainly because there is a large number of unemployed people dealing with layoffs and struggling to find work.

What’s the benefit of your video? Does it solve a problem?

  This is another big part of why storytelling is important for event videos. Having a solution to a problem in your storytelling will also gain a lot of interaction (not only with video) but with your event as well. A good example of this is “GoDaddy”. When businesses began closing due to Covid19 “GoDaddy” put out a video (you can watch here) that many related to. Why? Because even though some businesses were closing their store fronts temporarily, they were still operating online. “GoDaddy” was able to provide a service that allowed businesses to use the “GoDaddy” service to continue operating remotely. Solving a current issue by highlighting the emotional impact by many is a great form of storytelling. Not only did the video spotlight an issue, but they provided a fix and portrayed that perfectly in video form. How successful was their video? Well it currently sits at more than 60 million views.  

When it comes to storytelling, the possibilities are endless on how you can get your message across to viewers. When it comes to events, the main objective is to get people to participate. Whether it’s in person (if done safely) or virtually as most are choosing to do right now. According to “Eventbrite” the return on investment (ROI) of videos is substantial. The article references an ‘Animoto Survey' from 2018 that states “video marketing gets the best ROI on social media.” It also states here...

*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.

Video can have an impactful effect on consumers and how they choose to engage businesses, products and of course, events. Adding the element of storytelling to your video will up your video engagement and hopefully attract previous and new attendees, even if it’s from their computer.  The only question left to ask is what kind of story do you want to tell?