Boosting Event Attendance: An In-depth Dive into the Power of "Experience Videos"
One of the biggest struggles that event organizers face is getting people to actually attend their events. No matter how much time, effort and money goes into planning an amazing event, it's all for nothing if no one shows up. According to a study by Eventbrite, the number one reason people decide not to attend an event is because they don't have enough information about what to expect. An event description on a website or invitation is often not detailed enough to really convey the experience attendees will have. People want to feel confident in their decision before committing to attend.
This is where experience videos come in. An experience video gives potential attendees an insider's look at your event by showing real footage of past events. It's a powerful way to overcome that lack of information and increase confidence in your event.
🎥 Experience Video: Breaking it Down
An experience video is a short promotional video, usually 1-3 minutes long, that shares real footage and testimonials from previous events. It shows people interacting, enjoying activities, and getting value out of the content. Experience videos humanize your event by putting faces to it. Check out Remo’s this increased attendance for our clients from 40% to 70%!
Some key elements of an effective experience video include:
Short clips of speakers and sessions: Clips from past speakers and breakout sessions give attendees a preview of the type of content that will be covered. Aim to include 10-30 second clips from 3-5 sessions to give a good overview without making the video too long.
Interviews with past attendees: Interviews where past attendees discuss what they gained from attending or what their favorite parts of the event were help convey the experience. Include 3-5 interviews that are 30-60 seconds each.
Shots of the venue, food, and networking: Wide-shot footage from the venue showcases the overall atmosphere and environment. Include 2-3 shots that are 10-15 seconds long. Also include any shots of food, coffee breaks or networking to depict the full experience.
Overlay text or graphics: A few text overlays highlighting key details like the date, location, speakers and session topics help reinforce important information. Also include lower third graphics with the interviewee's name and role when they are speaking.
End card: Include a final screen with your event name, date, and a strong call-to-action for people to register or contact you for more information.
📈 The Multifold Benefits of the Experience Video
There are several proven benefits to including an experience video in your event marketing:
Trust - Seeing real people enjoying past events builds confidence for prospective attendees. They can envision themselves having a similar experience.
Conveys Value - Firsthand accounts and clips directly show the experience and value attendees can expect. Hearing in attendees' own words what they gained helps sell the event.
Increases Understanding - A video does a much better job explaining the full event experience than plain text ever could. Viewers get a full sense of what the event entails.
Stands Out in Marketing - A video element makes your event promotions more engaging and memorable compared to competitors who may only use plain text or images. It catches the eye.
Encourages Sharing - Videos are highly shareable on social media, extending your reach. People are more likely to share a video than just a link or image.
Supports Other Channels - The same video can be used across your website, emails, social posts and more. It reinforces your messaging.
Registration - Several studies have shown including video in event marketing can increase registrations by 10-30% compared to non-video promotions.
💡 Deconstructing Successful Experience Videos
Let's look at some examples of experience videos that effectively showcase events:
TED Conference - This 2-minute video features interviews with past attendees discussing impactful ideas they heard. Testimonials build social proof. https://youtu.be/NHopJHSlVo4
SXSW - This 90-second video uses quick 10-15 second clips to show the energy and variety of music, sessions and networking. It conveys the lively atmosphere. https://youtu.be/l-Q2EsHvG6o
Summit Series - Through 2 minutes of attendee interviews, this video highlights how the event exceeded expectations and changed lives. Personal stories sell the impact. https://youtu.be/4-zF-XbXaGw
🎬 Your Step-by-Step Guide to Crafting an Experience Video
Creating an effective experience video doesn't need to be complicated or expensive. Here are detailed steps:
- Define your video goals such as increasing registrations, building social proof or highlighting sessions.
- Storyboard the key elements - interviews, session clips, b-roll of venue. Estimate how long each will be.
- Source footage from your last event - ask attendees to share photos/videos.
- At your next event, film interviews asking attendees what they gained or their favorite part. Get 3-5 interviews that are 30-90 seconds each.
- Set up a tripod and film 10-30 second clips of sessions, speakers and activities around the venue. Get 5-10 clips totaling 2-5 minutes.
- Get establishing shots of the venue, food, networking - 2-5 shots totaling 30-90 seconds.
- Use video editing software to arrange the storyboard elements - open with an establishing shot or title, then intercut interviews and clips.
- Add lower third graphics with interviewee names. Add an intro title and end card.
- Include background music/soundtrack to set the tone without overpowering the audio. Test the volume.
- Export the final video at 1080p resolution for sharing online at 1-3 minutes length.
🚀 Optimizing Your Experience Video's Reach
Once created, be sure to maximize the impact of your experience video through these channels:
- Embed the video prominently on your event homepage and registration page.
- Include it on session/speaker pages to highlight content.
- Insert the video into the body of all email communications, especially initial invites.
- Include it as an attachment for those who can't view embedded videos.
- Post the video regularly on Facebook, Twitter, LinkedIn with a registration CTA.
- Boost posts and run Facebook/Google ads driving people to your website.
- Embed the video into any articles, case studies or blog posts about your event.
- Include a link to the video in all display ads, articles, any collateral.
- Show the video at your event on screens to get attendees excited about returning.
An experience video is a powerful tool to increase understanding and confidence for prospective attendees. It gives them a true sense of what to expect from your event in a highly shareable format. If increasing attendance is your #1 goal, be sure to create an experience video for your next event.
📞 Let’s Transform Your Next Event Together
Want help creating an experience video for your upcoming event? Book a consultation with us at remo.co/bookdemo and we'll help you develop a video sure to boost registrations.