Events may seem like a large investment for marketers. Naturally, if you’re going to make this kind of investment—of money, time, and effort—you’ll want to ensure you’re making the most out of it. This is where event videos come in.

Video is a powerful promotional tool, as it generates more engagement than image- or text-based ads. According to Wordstream, social video creates a staggering 1200% more shares than image and text do combined. Viewers also retain 95% of a message they watch in a video compared to 10% of one that they read. 

An event video is exactly what it sounds like: a piece of video content covering an event your company hosted or attended. While many people automatically assume this means a highlight reel of your event posted after the fact, this content type is far more versatile than most people realise. In this article, we’ll take a look at some of the various ways event videos can be used throughout your event lifecycle.

Pre-event 

The videos you create before your event will usually be teaser videos. Teasers are short promotional videos, usually about 10-15 seconds long, where the goal is to create a sense of excitement and curiosity in your audience and to leave them wanting more. Often, this is done by using snippets of content from events from previous years. These kinds of videos can be used to announce ticket sales, respond to FAQs, introduce speakers, or share exciting updates about your event. 

Event day 

Once you’ve generated excitement for your event, it’s important to keep the ball rolling on the day of! Consider streaming live video of your event, such as panels with keynote speakers, for people who couldn’t attend in person. 

It’s also worth investing some time into capturing behind-the-scenes content of all the hard work that goes into your event. This could be picking up keynote speakers, setting up the venue, or troubleshooting a last-minute issue. 

Remember that you will likely not be the only one capturing footage of your event—keep an eye out on social media for your attendees posting about it and consider sharing their content. 

Post-event

The content you create about your event will continue to shape how your attendees remember it, even after they have gone home. Use the video you captured during the day to create a recap video. These should highlight the best moments of your event, and can easily be turned into engaging social media content for Instagram Reels, TikTok, or Youtube Shorts. 

While an event may seem like a large investment for your company, when considering how much content can be produced at every stage of its lifecycle, it should be much less intimidating. From pre-event teasers to sharing your audience’s social media posts, events are gold mines for content marketers!