How to Make Event Promo Videos that Convert

Michael Hoffman
Co-founder & CEO, Gather Voices

If you're looking to increase registration and attendance for your next event, one effective strategy is to create one or several promotional videos. Event promo videos are a great way to give potential attendees a taste of what to expect at your event, and can be especially effective in driving conversions when they're co-created with speakers, sponsors, staff, and attendees. 

A well-made promo video can grab the attention of potential attendees and persuade them to register for your event. Throughout this article, we'll provide some insights and best practices for creating event promo videos that convert.

First and foremost, it’s important to have a clear idea of what you want to achieve with your event promo video. Is your goal to generate buzz and excitement? Educate attendees on what to expect? Highlight key speakers or sponsors? Identifying your purpose will help guide the content and tone of your video. The content of the video should be focused on the benefits of attending, rather than just the features of the event.

Upping Your Game with Co-Creation

But with so many different stakeholders involved in an event - speakers, sponsors, staff, attendees - how do you make sure your promo video truly captures the essence of the event and converts viewers into registrants?

One of the key aspects of a successful event promo video is co-creation. By involving speakers, sponsors, staff, and attendees in the process of making the video, you can create a sense of excitement and anticipation for the event. Co-creation also provides diverse perspectives and ideas, and helps build buzz around the event through social proof

Content co-creation can be as simple as asking attendees to submit short video clips or photos that can be incorporated into the promo video, or inviting speakers and sponsors to share their thoughts on why they're excited to be part of the event. These user-generated video clips can be combined with footage of the event venue and highlights from past events to give attendees a sneak peek of what’s to come.

Utilizing a remote video capture platform like Gather Voices can give you an edge in collecting large amounts of video content from people all over the world before the event begins. And the Gather Voices Video Kiosk can power you to collect 30-50 videos at a single day event for a fraction of the cost of hiring a traditional film crew. 

Regardless of what system you use, when it comes to co-creating event promo videos that convert, you have to keep it simple, and make it super easy for your event community to create high-quality videos without too much effort. 

Focus on Value

Another important aspect of creating a successful event promo video is to focus on the value that attendees will gain from attending the event. This can be accomplished by highlighting:

  • The expertise of the speakers
  • Networking opportunities that will be available
  • Unique experiences that attendees can expect 

By emphasizing the benefits of attending the event, you can persuade potential attendees to register and attend.

And the best messenger to tell your audience about value are their peers. People no longer trust marketing content and so you need to lift up the voices of your attendees, sponsors and speakers. Having attendees talk about why they are attending, or speakers sharing the highlights of their talk, will have much more impact on your audience than anything your marketing team could write up.

Keep it Short

To make your event promo video as effective as possible, it's important to keep it concise and to the point. No one wants to watch a long, rambling video, so make sure to keep yours under two minutes if possible. This will help grab and hold the viewer's attention, and increase the chances that they'll watch the entire video. 

If you are collecting video from your attendees, speakers, sponsors and exhibitors, you will have lots of short-form videos. These shorts can be dripped out on your social media feeds, emails, and on your website, while longer montage and compilation videos can also be created. Reuse and repurpose your video content to get best return on investment.

The Right Message for Your Audience

One of the key things to consider when making an event promo video is who your audience is. Who are you trying to reach? What do they care about? Tailoring your message and visuals to your target audience will help increase engagement and conversions. This will help determine the tone, style, and content of the video.

For example, if you're promoting a business conference, you'll want to focus on the value and benefits of attending for professionals, and highlight any industry leaders who will be speaking. On the other hand, if you're promoting a music festival, you'll want to focus on the lineup and atmosphere of the event.

Once you know who your audience is, it's important to create a compelling and engaging story for your event promo video. This can be done through a combination of visuals, audio, and text. Visuals can include footage of the event venue, highlights from past events, and testimonials from speakers or attendees. Text can include key information about the event, such as the date, location, and ticket prices.

Remember, people trust people like themselves more than they trust your marketing voice. The more you focus on authentic stories from the real people who make your event what it is, the more impact your promo video will have.

Best Practices for Event Promo Videos

Let’s distill some best practices for co-creating an event promo video that converts:

  • Start with a clear concept and goal. Before you begin creating your promo video, take some time to think about what makes your event unique and what you want to accomplish with the video. Is your goal to generate excitement and drive registration? Or do you want to showcase the event's speakers and topics? Once you have a clear concept and goal in mind, it will be easier to create a video that resonates with your audience.
  • Involve your speakers and sponsors. Your speakers and sponsors play a big role in the success of your event, so it's important to include them in the creation of your promo video. Ask them to provide quotes, soundbites, and footage that showcases their expertise and involvement in the event. This not only adds credibility and value to the video, but it also gives them a sense of ownership and engagement in the event.
  • Encourage participation from attendees. Your attendees are the lifeblood of your event, so why not involve them in the creation of your promo video? Ask for user-generated content, such as photos and videos from past events or testimonials from satisfied attendees. The Gather Voices Video Kiosk is a great way to collect large numbers of attendee videos at your event that can be used as content all year round, as well as give you a headstart on the next year’s event promotion.
  • Be sure to include a call-to-action in your promo video. Tell viewers how and where to register, and consider offering a special discount or promotion for those who sign up early.

In conclusion, creating a promotional video for your event is a great way to increase registration and attendance. By involving speakers, sponsors, staff, and attendees in the creation process, highlighting the value and benefits of attending, and including a call-to-action, you can create a promo video that converts.

If you're interested in learning more about how the Gather Voices platform and the Gather Voices Video Kiosk can help you co-create promotional videos for your events, be sure to visit our website and request a demo.

Michael Hoffman
Co-founder & CEO, Gather Voices

Michael Hoffman is the co-founder and CEO of Gather Voices, a technology company that automates the creation, management and publishing of video content. He is also the founder of See3 Communications, a digital marketing agency in Chicago and founder of the DoGooder Video Awards which honors the best social cause video on YouTube each year. Hoffman teaches marketing at the University of Chicago and is an internationally sought-after speaker and trainer who is a trusted advisor to business leaders on engagement strategy.

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