In the course of recent years, tech conferences (as the whole marketing events industry) have clearly undergone a significant transformation with people unable to attend in person due to pandemic-related restrictions. The landscape of events has evolved to include virtual, in-person, as well as hybrid formats. Each of these formats presents its own unique challenges and opportunities for engaging your event attendees, and it is beyond crucial to tailor your approach, including the content strategy to fit the specific context.

But you're in luck. Even as the formats evolve, video content remains a universal marketing tool for event promotion and audience engagement. So join us as we show you why it's crucial to include video in your next event marketing plan and guide you through some tactics for using videos at different types of marketing events and their different stages.

How to Boost Event Engagement at Virtual, In-person, and Hybrid Events with video

The inherent limitations resulting from the pandemic have caused a shift of events to virtual realm formats. Even after the attendance restrictions were lifted, it turns out that while even over 80% of attendees prefer in-person events, the popularity of hybrid events has skyrocketed in the meantime.

According to a 2023 Bizzabo report, both of in person and hybrid formats dominate fully virtual events and webinars by over 2 to 1 (68% to 32%), we can expect however, that they are here to stay as well.
Below you'll find a few strategies you can use to support event planning and promoting events of different types with video content.

Virtual events strategy

If you're running a fully virtual event, the key will be interactivity as a tool for retaining attention. The attendees are often sitting at home, frequently distracted by their surroundings. Your event content needs to be exceptionally engaging. Incorporate live Q&A sessions where participants can directly interact with speakers, real-time polls that gauge audience opinions, and chat rooms that facilitate networking.

High-quality event content is essential – it should be crisp, engaging, and accessible. Avoid long, monotone presentations from event speakers; instead, use dynamic visuals and concise messaging to keep viewers interested. Do not forget to prepare the tech backbone of the event well. A laggy or low-quality stream can turn attendees off just as quickly as a boring one.

In-person events strategy

In-person events, on the other hand, thrive on atmosphere and personal connection. The energy in the room, the buzz of conversations, and the tangible excitement are unique and irreplaceable. Your promotional videos for in-person events should capture and amplify this energy.

Think of dynamic shots that showcase the event's scale, behind-the-scenes looks that offer exclusivity of access, and personalized messages from keynote speakers. These elements help build anticipation and create a sense of belonging among attendees. Ensure that your videos reflect the event's atmosphere, setting the stage for a memorable experience.

Hybrid (mixed) events strategy

Hybrid events combine the best of both worlds but also require the most nuanced approach. Here, the challenge is to ensure that both in-person and virtual attendees feel equally valued and engaged. Your video content should bridge this gap. Live streams should not only cover keynote speeches and panels but also provide virtual attendees with glimpses of the in-person experience, such as behind-the-scenes footage or interviews with participants.

Interactive elements like virtual networking lounges can help to integrate the two audiences. The goal is to create a cohesive experience where virtual attendees feel just as involved and excited as those physically present.

Why Do You Need Event Promotion Videos?

Event promotion videos are more than just flashy advertisements; they are strategic tools that can significantly enhance the success of your tech conference. Here’s why they are indispensable:

Firstly, promo videos build excitement and anticipation. They serve as your event's teaser, setting the tone and giving potential attendees a glimpse of what to expect. A well-crafted video can showcase the highlights of previous events, introduce key speakers, and outline the unique aspects of your upcoming conference along with event details.

This helps to create a buzz and generate interest, making people eager to attend.

Moreover, these videos are powerful branding tools. They convey your brand's message, values, and personality. Through consistent visual and thematic elements, your promotional videos reinforce what your brand stands for.

This helps to create a strong, recognizable brand identity that resonates with your target audience.

Promotion videos also play a crucial role in SEO and social media engagement. A shareable, memorable video can boost your event's visibility online. As people share the video, it reaches a broader audience, increasing the likelihood of attracting more attendees.

Additionally, videos often perform better than text on social media platforms, leading to higher engagement rates.

Another significant advantage is the ability to convey complex information quickly and effectively. Tech conferences often involve intricate topics that might be challenging to explain in a few sentences. A promo video can succinctly convey these details, ensuring that potential attendees understand the value of the event.

How to Make a Compelling Event Video

Creating a compelling event video involves several key steps:

1. Know Your Audience: Understanding who your potential attendees are and what they want is the foundation of a great event video. Tech conference attendees are typically savvy and well-informed. They value content that is not only informative but also engaging and relevant. Conduct research to understand their pain points, preferences, and what they seek in an event. Use this information to tailor your video content.
2. Tell a Story: People connect with stories and emotions, not just information. Use storytelling techniques to weave a narrative that resonates with your audience. Highlight the problems they face and how your event can help solve them. Introduce key speakers or sessions as characters and plot points in your story. This approach makes your video more engaging and memorable.
3. Keep It Short and Sweet: Attention spans are short, especially online. Aim to keep your promo video between 1-3 minutes. Every second should count, so get straight to the point. Use compelling visuals and concise messaging to keep viewers engaged.
4. High-Quality Production: Invest in high-quality visuals and sound. A poorly produced video can detract from your message and make your event seem unprofessional. Use professional equipment and editing software, or hire a production team if needed. High production values can significantly enhance the perceived value of your event.
5. Clear Call-to-Action: Your video should have a clear call-to-action (CTA). Whether it’s signing up for the event, following your social media channels, or sharing the video, make sure your audience knows what to do next. A strong CTA can significantly boost engagement and conversions.

How to Nail Post-Event Marketing, Extend the Reach, and Build Brand Loyalty

The end of your event is just the beginning of your post-event marketing efforts. Here’s how to maximize your impact and effectively promote your past event content:

1. Share Event Highlights and Key Takeaways: Create videos that recap the most exciting moments and key takeaways from your event. This serves multiple purposes: it reminds attendees of their positive experience, provides valuable content for those who couldn’t attend, and extends the lifespan of your event’s content. Highlight reel videos are great for social media and can attract attention from those who might attend future events.
2. Attendee Testimonials: Capture testimonials from attendees during the event. These authentic, firsthand accounts of the event's value can be incredibly persuasive. Post-event, share these testimonials in your marketing materials. They not only build credibility but also foster a sense of community and engagement.
3. Repurpose Content: Don’t let your event content gather dust. Repurpose it into different formats such as blog posts, social media snippets, and webinars. For example, a keynote speech can be edited into a series of short clips for social media channels, or the entire session can be made available as an on-demand webinar. This keeps your audience engaged long after the event has ended.
4. Nurture Leads: Use the data collected from the event to nurture leads. Send personalized follow-up emails with a post event survey to collect feedback for future events, links to event recordings, additional resources, and invitations to future events. This keeps the conversation going and helps to build a relationship with your audience.
5. Extend the Reach: Share your post-event content widely. Use social media ads and organic posts, email marketing, and your event website for your post event activities to distribute videos and highlights. Encourage attendees to share their experiences and your content within their networks. The more people see your content, the more likely you are to boost attendance at future events.

What Kinds of Videos Should Be Created for Pre-event, During the Event, and Post-event

Creating a variety of videos tailored to different stages of your event can significantly enhance engagement and impact.

Pre-event Videos:

1. Teasers and Trailers: These short, punchy videos are designed to build excitement and anticipation. Use them to announce your upcoming event, highlight key speakers, event ambassadors and renowned attendees, and showcase what’s to come. Think of these as movie trailers that give just enough information to pique interest without giving everything away during the event promotion campaign. They should also explain and enable event registration and lead to the event landing page or event registration website.
   
   Here's an example of a promotional video presenting the history of technology with various techniques:

‍

And humorous teaser videos made for TedX Warsaw's 5th anniversary (Polish-only):

‍

Event Invitations are another form teaser or trailer videos. These highly visually appealing and engaging short forms contain concise information about the event and a call-to-action, for example to save the date, sometimes requesting an RSVP.

During the Event:

1. Event Opening Videos: Set the stage for your event with a compelling opening video. This can be played when the event begins to welcome attendees and outline the agenda. It helps to create a cohesive start and sets the tone for the rest of the event, guiding the attendees through the structure prepared by the event planners

Here's an example of an opening video we made for our client's Sales Kick-Off event this year, played on three screens simultanously:
‍

And an SKO opening video promoting the Trend Micro campaign titled "The Art of Cybersecurity":
‍

2. Booth Displays: If you have a booth at an in-person event, use videos to attract and engage attendees. Dynamic visuals, product demos, and customer testimonials can capture attention and draw people in.

Here are a couple of our favorite examples of engaging booth video content:

‍

And what if it's a virtual event? Well, here's a video we did for a virtual booth for the Black Hat USA 2020 online event:

3. Live Streams: Stream key sessions, panel discussions, and interviews to reach a broader audience. This is particularly important for hybrid events, as it ensures that virtual attendees feel included and engaged. Live streams also provide opportunities for real-time interaction through chat and Q&A. If feasible, leverage social media and enable participation through user-generated content. Make sure to record your live streams to include them in your post event activities.

4. Stage or event highlights: Those would be photo and video snippets from recordings of the leaders' keynote presentations. Shared during the event on the go, for example in social media, updated every 2-3 hours. Their goal is highlighting brand forward-thinking and the product roadmap, as well as promoting partnerships and their execs.

Post-event Videos:

1. Recordings: Make recordings of key sessions available on-demand. This provides value to attendees who missed the live event and extends the reach of your content. On-demand videos can also be used as lead-generation tools to expand your target audience, requiring viewers to register before accessing the content.
2. Webinars: Turn your most popular sessions into long-form webinars that can be promoted and viewed later. This allows you to continue engaging with your audience (especially when combined with email marketing) and provide valuable content long after the event has ended.
3. Snippets and Event Highlights: Create short clips from event recordings to share on social media platforms. These snippets can highlight key moments, speaker insights, and attendee reactions. They are highly shareable (as social media posts, for example) and can drive traffic back to your full-length recordings or the event website.
4. Summaries: Produce summary videos that provide a quick recap of the event. These can be used to promote future events and remind attendees of their positive experiences. Summaries are great for email marketing efforts and social media platforms, offering a snapshot of what the event had to offer as a promise of the quality of the upcoming events.

Here are a couple of summary videos we made for our clients' events:

Tech Conference User Expectations

Understanding and meeting event attendees' expectations is crucial for the success of any tech conference. Here’s what, according to research, attendees generally look for:

What They Appreciate:

1. Engaging and Interactive Content: Attendees appreciate opportunities to interact with speakers and other participants. This can be through live Q&A sessions, polls, social media posts and discussion forums. They value content that is not only informative but also engaging and participatory.
2. High-Quality Production: Professional-quality videos and presentations are a must. Attendees expect clear visuals, good sound quality, and seamless streaming. Poor production can distract from the content and make the event seem unprofessional.
3. Exclusive Insights and Behind-the-Scenes Content: Attendees love getting an insider’s view. Behind-the-scenes footage, exclusive interviews, and sneak peeks add a layer of excitement and exclusivity that can enhance their experience.

What They Don’t Wish To See:

1. Overly Promotional Content: While it’s important to highlight your brand and offerings, attendees don’t want to feel like they’re being sold to constantly. Balance promotional content with valuable, educational, and entertaining material.
2. Long, Monotonous Presentations: Attention spans are short, especially online. Attendees prefer concise, dynamic presentations over long-winded monologues. Break up content with visuals, interactive elements, and different formats to keep things interesting.
3. Technical Issues: Nothing frustrates attendees more than technical glitches. Ensure your technology is reliable and that you have support on hand to quickly address any issues that arise.

What They Would Appreciate Seeing More Of:

1. Interactive and Personalized Experiences: Personalization can make a big difference. Tailor content to different segments of your audience, and use interactive elements to make them feel involved. Personalized messages from speakers or custom agendas based on attendee interests can enhance the experience.
2. Short, Snackable Content: In addition to longer sessions, provide short, easily digestible pieces of content. Quick tips, key takeaways, and highlight reels are all appreciated and can be consumed quickly.
3. Opportunities for Networking: Whether virtual or in-person, networking is a key reason people attend conferences. Provide ample opportunities for attendees to connect with each other, speakers, and exhibitors. Virtual networking lounges, breakout rooms, and dedicated networking sessions can facilitate these connections and post event engagement, as well as serve as a great source of insights for event organizers to improve future events.  

Summary

Enhancing your tech conference presence with event promo videos involves a deep understanding of your audience's preferences and expectations. Knowing what excites and interests your target audience allows you to tailor content to capture their attention effectively. By aligning your promotional videos with these insights, you can create content that resonates with the audience and sparks their curiosity about the event.

Creating high-quality, engaging content is crucial for making a lasting impression. Promo videos should be visually appealing, professionally produced, and packed with valuable information. Utilize storytelling techniques to highlight key aspects of the conference, such as prominent speakers, innovative sessions, and networking opportunities.

Including testimonials from past attendees and industry leaders can also add credibility and attract potential participants. High-quality videos not only enhance your brand image but also ensure that your message is delivered clearly and effectively, leaving a positive impact on viewers.

Strategically using video before, during, and after the event will maximize the promotional potential and help you meet your event goals. Before the event, teaser videos and speaker highlights can build anticipation and drive registrations. During the conference, live streaming key sessions and sharing daily recap videos keep remote attendees engaged and those present excited about upcoming activities.

After the event, sharing highlight reels and attendee testimonials helps sustain the momentum and reinforces the event's impact, setting the ground to promote events planned for the future.

This comprehensive approach ensures that your promotional efforts provide value at every stage, contributing to a memorable and impactful conference experience for all participants.

In need of high-quality, engaging videos to enhance your presence at the next tech conference or make a splash at your own events? Start a project with us today.

‍