Blog post

How can B2B Events businesses use Live Video (Or even just Video) to increase ROI?

  • Posted
  • on Wednesday April 11, 2018

No one can deny that using video of your event (both live-streamed and after the fact) can give you miles more engagement than tweets, write-ups, press releases or nearly any other option in the standard toolbox. However, some brands struggle to harness the power of live and recorded video at their events.

 

Live Streaming Is Incredibly Popular

Social media platforms definitely prioritise live video feeds, and this can work to your advantage – after all, why not let the SM giants themselves work to get your feed in front of interested parties?

Instagram’s video views nearly doubled over the course of 2017 (up 80% form 2016 numbers) and this year is expected to show an even bigger increase. Fully 1 in 5 videos shared over Facebook over the same period was live.

 

Pre-Recorded Video Is Still Important

This is nowhere near as ‘sexy’ as live-streaming your event, but it is not to be ignored. After all, everything you did live stream can also be used later, and some organisations have not developed the capability or audience to make live streaming feasible. There is nothing wrong with simply using video to convey the excitement of the event itself as a marketing piece, though.

For example, one of the most effective uses of recorded video is also the most traditional. Many companies simply interview people on site during their events. These interviews (as well as other assets, such as highlights form the events and addresses themselves) are packaged for use as marketing material in the lead-up to the next year’s event.

 

What does that mean for you?

In the end you need to turn live and recorded video into demonstrable ROI improvements, or it does you little actual good.

In order to use live or other video effectively to boost awareness and attendance of your next event, remember these three simple tips:

- Video is your foot-in the-door

This is your chance to get your branding in front of people who would ever attend a live event, and may never have heard of your company before. But you HAVE THEIR ATTENTION – at least for the moment. Use that, and make sure you are inviting more interactions on your other channels.

- Set up in-person conversations, not just presentations

What people want from video is very different than what they want from text. They don’t want to be informed, they want to be told a story. You can give them that kind of user experience by setting up interviews with companies who use your products or services at the actual event, and have them explain how your company benefits them.

- No matter what, keep it on-brand

It is easy to be led astray in the name of engagement and user experience. Nonetheless, if you want that engagement to actually work for you, you have to make sure that all of your efforts conform to your branding and messaging standards. Sometimes it only takes one off-brand interaction to change an opinion for the worse.

 

What do you think? Are there any b2b events brands that really stand out with their use of video? 

Let us know in the comments section. 

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