Imagine, you’re scrolling through Instagram or YouTube, and somewhere in the midst of all the noise, you see a small but captivating event promo video. It’s full of life, it has vibrancy and after watching it you know you want to go on a date.
In the ever-increasing digital era, it’s no secret that video is reigning over marketing. Videos can draw attention to anything whether it is a giveaway of an event or even a recap — just like text or images. And, in a country like India, where the consumer now consumes videos on an average 5 hours a day (Source: Statista), this couldn’t be more true.
Brands such as Zomato, Jio, and even Sunburn Goa have already figured out how to use videos to attract pre and post events. But how do you, as a brand or company, make videos that drive traffic and leave a legacy?
In this article, we’ll discuss the ways in which Indian brands are using video to promote and recap events, and why you should use it for your next event. You’ll end up with some takeaways to use to produce videos that appeal to your demographic.
How To Promote Events Through Video?
In India, where digital is transforming faster than ever, videos are the go-to promotional tools. The reasons are simple:
- Video is best to keep your eyeballs: With an average attention span that is currently reduced to a few seconds, video is the best way to hold that focus.
- Engagement: Instagram, YouTube, and Facebook place higher emphasis on video in their algorithm, thus maximizing reach.
- Visibility: Videos are highly shareable and can go viral when done well. Consider how an event such as IPL or Sunburn Goa can use teaser videos distributed through social media and create buzz weeks before the event.
Real-Life Examples
Zomato: Zomato is known for its quirky advertisements where the company tends to use short humorous videos to advertise things such as food festivals or restaurant collaborations. They promoted their “Zomaland” celebration, for example, through bite-sized shareable videos that showed the excitement and diversity of food stalls, performances, and entertainment.
Jio: Jio launched “Jio MAMI Mumbai Film Festival” by making star-studded promo videos that showcased both the movies and also the experience of attending the festival. These were videos geared towards preventing you from feeling as if you weren’t going.
Categories of Event Promotion Video Content
1. Teaser Videos
They are choppy, quick videos that offer an in-sync look at the show. They’re meant to stir interest and suspense. Teaser videos work well to build hype without showing too much.
Tip: Don’t upload teaser videos longer than 30 seconds. Use quick edits, beats, and focus on the most exciting aspects of the event.
2. Behind-the-Scenes (BTS) Videos
People love to know what’s happening behind the scenes. BTS videos personalize your brand and make the event seem accessible. Present a glimpse of the event planning, venue setup, or interview interviews with the organizers.
Example: For “Lakmé Fashion Week,” BTS videos showing designers creating collections and models practicing their poses were posted on social media. This both promoted the occasion and provided the audience with a glimpse into the underworld.
3. Influencer Collaborations
By teaming up with influencers and having them market your event via video, you can tap into their audience. Influencers can produce vlogs, interviews, and live streams to interact with their followers.
Example: In the “India Couture Week,” fashion bloggers and influencers were requested to produce content about the event. Their videos, documenting their experience, brought the event to life and made it a bit more personal.
4. Countdown Videos
Make it feel real by having countdown videos. These might be daily or weekly pre-event reminders, each of which introduces a new element or aspect of the event.
Example: “Sunburn Goa,” Asia’s biggest music festival, regularly posts countdown videos on Instagram. Every video showcases a new act or festival highlight, keeping the viewers engaged and curious about the show.
How To Use Video for Event Capture?
A video recap of an event is a great weapon. It not only helps you make your event last longer, but also serves as material to advertise future events. Let’s explore how to build effective recap videos.
1. Highlight Reel
Highlight reel: A highlight reel is a short video showing the highlights of the event. It’s action-packed, fun, and made to make you feel excited to be there.
Example: After the “Indian Premier League” (IPL) games, highlight reels describing the highlights are posted on social media. These videos help fans revisit the moment and are re-shared around social media, bringing more awareness to the event.
2. Attendee Reactions
Gather testimonials and comments from your guests at or after the event. They can be integrated into your recap video to emphasize how many people liked the experience.
For instance, in the “Comic Con India” event, short clips of fans in cosplay and talking about how much they were excited appeared in the replay video. This made it not only more authentic, but attracted other attendees to future events.
3. Extended Recap
While a highlight reel is fast-paced, a long recap can delve deeper into the event. This can include longer chats with major speakers, actors, or organizers. It’s a fantastic way to provide more in-depth reporting for the people that missed out.
4. Social Media Snippets
Turn your event recap into bite-sized videos for social media. These might be 15-second Instagram stories or 30-second Facebook updates that emphasize one particular scene or detail of the event.
How to Make Event Videos Best Practices
- Short and Sweet: People have limited attention spans, so make your promo video shorter than 1 minute and recap videos under 2 minutes.
- Incorporate Storytelling: Everything has a narrative. Whether it’s the individuals, the setting, or the shows, capture the emotional heart of your event and craft your video around it.
- Be Creative with Visuals and Sound: No matter how awesome your content, the poor quality of production will deter your audience. Buy good lights, sound, and editing.
- Include a CTA: Be it to buy tickets, subscribe to your brand, or share the video, always make sure to add a CTA towards the end of your videos.
- Mobile Optimized: In India, more than 70% of video viewing happens on mobiles (Source: MMA India). Make sure your videos are mobile-friendly with crisp graphics and text.
Final Thoughts
When it comes to a nation like India, where video consumption continues to grow, promoting and capturing events using video is not just a trend but a necessity. Video content, whether you are planning a local show or a mega festival, will allow you to engage your audience, generate buzz, and sustain your show longer.
If you’re interested in taking your event marketing to the next level, Reset Media can assist. Our niche is producing high-quality video that connects with your audience, be it a pre-show teaser or post-show recap that leaves them thinking long after the credits roll. Let’s collaborate to produce videos that advocate and tell a narrative.
Are you ready to record your next event video? Contact us for a free consultation today.