If a picture is worth a 1000-words, then a video is priceless!
According to Dr. James McQuivey, from Forrester Research, a video is worth at least 1.8 million words. In his report, How Video Will Take Over the World his conclusion is based on the following:
- 1 picture = 1000 words
- Video shoots = 30 frames per second
- 1 second of video = 30,000 words
- 30,000 words x 60 seconds = 1.8 million words
I quite like McQuivey’s rationale. Whether you agree or not, there can be no denying—video marketing is a trend that’s here to stay. It has become one of the most powerful, and effective vehicles, an event manager can pull out of their toolbox to help tell a brand’s story.
Why Video is so Important to an Event
1. It’s a game changer:
- By 2022 video will account for 82% all internet traffic (Cisco Visual Networking Index)
- Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text (insivia)
- Social video generates 12 times more shares than text and images combined (Small Business Trends)
- YouTube is the 2nd largest search engine, after Google. Users view more than 1 billion hours of video every day (Alexa/YouTube)
2. So many great options to grab attendees’ attention and keep it. Ads, product videos, testimonials, vlogs, interviews, presentations, tutorials, product demos, 360 and virtual and live streaming platforms can be incorporated before, during and after an event.
3. Here’s How Event Managers Harness the Power of Video
- Before an event leverage social media channels to spread the word—testimonials, speaker and sponsor teaser videos will generate excitement and intrigue for attendees, this will help drive them through the door and build brand awareness.
- During an event video is a fantastic tool to emotionally connect a brand with attendees. Be it a kick-off video to help set the tone, videos integrated throughout a presentation or live streaming to expand audience reach.
- A captive audience is ‘video gold’ for a brand’s social content. Attendees also organically help extend brand engagement by uploading video to their social accounts. Instagram TV, Facebook Live have become popular event storytelling tools.
- After an event it’s imperative to keep the buzz going. A recap video can be incorporated into other digital marketing campaigns, used to attract attendees to the following year’s event, sent to presenters, sponsors and attendees to thank them for their participation.
4. Dial-up an Event’s Social Currency by using drones. Drones will elevate the event footage because they can go where no videographer can go!
5. Event video = Priceless
Here’s an example of why video is here to stay. On Oct. 6-12, JGK partnered with Lincoln Canada, National and NWT Media Group to launch the 2020 Lincoln Navigator in Quebec. Video and drone were used to capture the essence of the drive event. The stunning aerial footage of the region, its architecture and brand touch points, is immersive storytelling at its best.