Video: Key tools to boost your event's appeal

In today’s marketing environment, video has proven to be one of the most effective ways to promote your brand. According to a recent survey, 87% of video marketers said that video has brought them a positive return on investment (ROI), with 86% believing that video is particularly effective in generating leads.

This result is not surprising, as people are watching more video content than ever before. In fact, online video viewing has nearly doubled since 2018. As a result, more and more marketers are adopting video as a tool to increase engagement at online events and trade shows.

Large events like the Consumer Electronics Show (CES), the construction industry show CONEXPO-CON/AGG, and the cybersecurity conference RSA all rely on video to attract and engage with potential visitors. Here are five reasons why events and trade shows are using video:

1. Attract attention and promote the event

Video is a great way to promote an event in advance, raise awareness, and build anticipation. Videos are visually engaging and interactive, which is hard to match with text or images. Videos are also highly effective as a marketing tool: people who watch a video remember 95% of the information, compared to only 10% from just reading text. With the explosive growth of online video, the exposure and engagement gained through video content is also increasing. People are more likely to share, like, or forward video content, which greatly enhances the spread of the event.

2. Improve customer conversion rate

Video is particularly good at converting customers. 71% of marketers say that video converts better than any other form of content. In other words, people are more likely to attend an event or trade show that features a video. In addition, consumers are more likely to watch a video about an event than to read text about it. A recent study found that when both text and video are available on the same page, 72% of consumers are more likely to learn about a product or service through video.

3. Provide activity preview

There’s no better way to engage your audience than by showing them clips from your event. Showing clips from similar events or content from past years is an effective way to give potential customers a glimpse into what they can expect to experience when they attend. Video can show what traditional media can’t, helping customers connect emotionally with your event. It’s the best way to help your audience imagine themselves at the event, meeting people, and learning something.

4. Improve search engine rankings

Publishing more video content can help improve your ranking in search results. Simply adding videos to your website can increase your exposure on the first page of Google searches. YouTube is now the second largest search engine in the world. If you publish videos about your event or topics related to your target group on YouTube, your video is likely to appear at the top of the search results. Videos are also an effective tool for spreading information about your event on social platforms such as Facebook, LinkedIn, and Instagram.

5. Create more content at a lower cost

In the past, producing videos required large teams, complex technology, and huge budgets, but things are very different now. From shooting to editing, video content production has become easier and more affordable. With localization experts like Arrow Translation, you can also easily customize your video content so that it can be viewed by audiences around the world and help you enter a truly global market.

The effectiveness of video strategy is not only about attracting potential customers before the event, but also throughout the entire event. From before the event, during the event to after the event, video is a continuous and effective communication tool. After the event, you can still use video to consolidate the marketing effect, let attendees review the highlights of the event, or remind them of the wonderful content they missed, so as to stimulate their interest in participating again next year.

Of course, post-event videos are also the perfect tool to promote next year’s event, helping you attract more potential customers.

Through the power of video, you can make your event information more vivid and attractive, while localization and translation services ensure that your event information can reach global audiences across language barriers. If you have any video production and localization needs, Arrow Translation will provide you with full support to help your event succeed globally.

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