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Why instructional videos are an important factor in events |

Jun 27, 2023

It's getting harder and harder to convince people to show up at the event in person or via virtual. If your landing page's promotions email, social media posts aren't getting your event the numbers of registrations you want, it may be time to think about the ways that video could generate excitement and demand to your event.

Videos that instruct can make it easier for attendees to understand the value of your occasion. Instead of creating a website that has paragraphs describing the upcoming event, you can share an engaging video to the people you want to reach. It can spark people's fascination about topics that are going to be discussed at the occasion, give details on the venue as well as answer frequently asked questions and finally, show the worth of your event through video narrative.

In the beginning, generating demand early for your event can be hard, it can be even more difficult to keep interest high once the event goes live. Virtual events have a no-show rate of 35%. In order to encourage attendees to log in and take part in your event, you'll need an effective marketing strategy that excites participants, informs them, and encourages participants.

In this blog, we'll share some ideas and instructional videos to help you develop event marketing strategies that will make you feel happy.

This article:

What is an instructional video?

5 ideas to prepare for your event's instructional videos

Videos prior to events can help establish expectations for attendees, hypnotize up the space as well as make your event easier to access. Additionally, 47% of marketers consider that interactive content to be one of the most effective lead-generation tools.

Need some inspo to generate anticipation to your next gathering? We've got five ideas on how to create momentum with the help of instructional videos prior to your event.

Walkthrough of the event venue

Your pre-event instructional videos are expected to generate excitement. The sharing of a walkthrough for the event video can be a fantastic opportunity to inform guests about the forthcoming agenda. They're also a chance for people who aren't attending to be enticed enough to register for the event.

Brian Cole, the founder and chief executive officer of the creative production company edgefactory says that video walkthroughs of venues can be part of a series designed to get participants ready to attend.

"This video can have visuals of the area the conference will be held in, to help get participants eager to go, key bullets to inform and inspire participants, as well as an invitation to sign up," he says.

"Then we make different videos like explainer videos about how to register for an event, or on how to join and download an event app and even a list of the top five things you need to know before attending the conference."

For example, the UK-based marketing conference Atomicon released an ad that gives potential attendees a flavor of the location, ambience, and events. The final message is a appeal to action that will boost the number of attendees.

Live FAQ

Do you keep getting the same inquiries regarding your events? Set up a live Q&A where people can submit questions at any time in real time. Provide details on what attendees are likely to experience at the event as well as the reasons why they should attend and the date it will begin.

It's not difficult to put together an engaging and informative Q&A with video. Once you've recorded your event, you are able to edit your video or add them to an editable template and upload them to your channel of choice.

Screen recording of walkthrough program

Interactive maps

Need to show attendees where to find the stage for keynote speakers? And where the post-party will be held?

If you're organizing a huge in-person event, an interactive map could help the attendees to navigate the venue prior to arriving on the site.

Video infographic

A animated infographic or instructional video can be a way to describe the plan of your day's agenda.

Event organizers could employ animations to inform attendees how to choose and book different activities. You could also use infographics to present the goal of your celebration.

Four ideas for live events video tutorials

The process of planning an event is fraught with certain uncertainties. Online registration only takes two or three clicks making registration difficult to take for. While thousands of people may have signed up for the upcoming conference online, there's no guarantee of attendance until kickoff time and login.

Plus, how can you make sure that your attendees stay interested after they've been in the virtual space of your event?

Marketers need to grab the attendees' interest by demonstrating that the event isn't just a way to learn new material but also a way of interacting with speakers and networking with other participants.

Maintain your online and in-person attendees engaged throughout the event by using these informative videos.

Demos

Demonstration videos are the right option when you need to show a product in its use. They typically make use of original footage to showcase a product through tests, un-boxings, or someone showing how to use its features.

When it comes to an event, demonstration videos might be played in a keynote address or as an ad-break.

Tutorial

In the course of the event, presenters may present a previously recorded instructional video. This video will teach the audience a new skill for example, how to use a specific product's features.

Alternatively, it could include a masterclass presented by someone who will explain the process they used to achieve a particular outcome.

Screen capture a tutorial video

Screen recording is becoming a increasingly popular element of marketing campaigns. By 2022, 57% of marketers who created video made screens-recorded films.

It comes as no surprise why -- it's a straightforward approach to demonstrate rather than inform viewers. It's important to edit them effectively so they look professional and not amateur. If your event centers on technological advancements, then screen recordings can help demonstrate different features and use cases.

Live stream Interactive sessions

Are you looking to allow your non-online attendees to take part in your live events, too? Make live-streaming interactive sessions that allow everyone to take part. If you're hosting a live session featuring speakers, make sure to have a live poll, live Q&A, or meetings to encourage participants online as well as in person to take part.

7 Ideas for post-event marketing videos

The best event content can continue to be enjoyed for a long time after the event's completion. The best event content, including the speakers, topics and even sessions are able to engage participants until the event's next edition. Event managers should aim to create brand loyalty through evergreen event content so participants are keen to return for the next one.

Go beyond a typical event highlight video and help your viewers continue to grow through these video suggestions for online use.

Key Learnings Video

Following your event, share short snippets that help attendees retain the main takeaways of the event or day.

Brian Cole of Edgefactory explains the importance of creating recap videos to help keep your event going long after everyone has left for back home.

"After the ceremony, we offer highlights of all that was happening at the event such as interviews with opinions leaders who attended the event, from sponsors, and sometimes, the team thanking people for attending," he says.

"This helps viewers retain their learnings of the experience, and reminds them of the value of the event, as well as getting them excited to attend the next event," he says.

Brian's company, Edgefactory, recently produced a highlight video for the 2023 Quest SKO IT operations and cybersecurity conference. The host talks with speakers, attendees as well as organizers on the reasons they're at the conference, their most important experiences, and the lessons they've taken from the event.

Event recap video

Videos that recap remind guests about the positive experiences they gained out of your event and encourage new participants to become excited.

They're also a great way to reuse your content from events and expanding the reach of your the social media channels. Recap videos could include a mix of testimonials or highlights of the event as well as plans for next year.

Lori Hall, co-founder and director of creative for multicultural marketing agency Pop'N Creative explains how an event recap video helped them amplify the reach of an event that was a one-off in collaboration together with Hulu to New Orleans.

"We made a short video that would guide our customers through the specifics of the experience and Hulu shared a daily recap each day's content on their social profiles. This allowed them to capture online impressions, and later upgrade these numbers." she explains.

"The Rink @ The Hulu Motel had a total social reach of 8.1M and was boosted by celebrities, influencers and celebrities who posted their experiences in The Rink @ The Hulu Motel on their networks."

Recordings of speakers

Ever gone to a presentation and learned something fascinating and then forget about the information a couple of days later? This has happened to many of us. For attendees to apply their knowledge beyond the conference, aid them with on-demand speaker recordings.

Include a link your speaker recordings via a follow-up email couple of days following the ceremony. Make it easy for people to discover what they're searching to find by organizing your the recordings into chapters, and then providing the transcript in writing.

Following Semrush's Global Marketing Day, the company posted recordings of its keynote speakers to the website. Visitors to their site is able to view the videos for no cost.

Screenshot from SEMrush event on demand page

Interactive video quiz

Have your next event gamified and give participants the opportunity to win prizes and show off their competitive sides by presenting an interactive video game.

The test could be held following a keynote address, following a day of activities or even as asynchronous quiz after the event is over.

Create personalized videos

Instead of sending an ordinary text-based email that sums the key points of your event Send a customized video. Make yourself visible, express gratitude to participants for attending and then talk about the highlight moments from your event.

Training videos

80percent of attendees go to virtual events solely for educational motives. Tap into their appetite for learning by sharing training videos following the occasion. Based on the content of your keynote speakers' sessions You could develop a sequence of tips as well as best practices and important takeaways.

Alternatively, ask your speakers to create short 10-minute online training sessions loosely based off their presentation.

Follow-up Q&A

Participants may either submit their concerns prior to the Q&A session, or they can have them ask questions live.

Online course bundle

Repurpose your event into an online course series. This is an excellent method to make sure your event won't be forgotten. It's also a way to get people who aren't attending your event involved.

Offer your course bundle as a one-off payment or subscription. Course videos can also generate brand awareness for your future events and encourage more participants to sign up.

Start creating your own instructional video tutorials today.

Video tutorials can be helpful to market your event at every phase of your campaign. They can help you create hype, engage participants, and encourage potential attendees to sign up. One of the keys to successful instructional videos is to know the audience you're targeting and to share videos that entertain and inform your audience.

Ready to elevate your event's online participation to the next level?

Marketing event instructional video FAQ

What do you need to know about making an effective promotional video for your celebration?

An effective promotional video must act as a teaser for the event, and create enthusiasm among attendees. The best way to create excitement is to promote your event's program with video walkthroughs, sneak peeks, and highlights of previous events. Make sure the promotional videos are brief and simple, to ensure that it leaves viewers with a desire for more.                 What are the benefits of marketing events with video?

Video is among the most effective event marketing strategies for helping attendees visualize your event. Make use of your video-based marketing strategies to create excitement prior to the event, motivate participants, and expand the reach of your event after it will be over.                 What are some things to be aware of when making video content for an event?

When you create a video to promote an event, you must have the right plan. Establish clear objectives for the event, be it raising awareness, boosting sign-ups, or involving attendees at home. To avoid overspending, set a sensible budget and stick to the plan.