'Over 1.9 Billion logged-in users visit YouTube each month, and every day people watch over a billion hours of video and generate billions of views'. And as McQuivey’s Forrester study states, video is worth 1.8 million words. His reasoning: if a picture is worth a thousand, then a video is worth 1.8 million. Video is being used more and more effectively these days, and the events industry should be embracing it.
A Hubspot survey highlighted the need for brands and businesses to use video in their marketing strategy. A survey of 3000 consumers around the world showed that 54% would like to see more video content from their favourite brand.
It is proven that a video on a main page or landing page of a website increases customer conversions by 80%. But why is this? Video increases the length of time people stay on a web page, they are more likely to watch a video and follow the instructions within the video, than they are to read an article or sales pitch. Additionally, having you or your team within the video increases your trust factor and that of your venue.
And in this study of people working in marketing roles within B2B and B2C organisations over 80% of their respondents said that video was becoming more important as a form of marketing content and used video on their websites, social media platforms and YouTube the most. Video is named as the best content with the best ROI and 52% of marketers agreed.
According to a Google study of ticket purchasers, video has the biggest impact on someone's decision to attend an event. Insivia adds to this, saying that 90% found video helpful in the decision process, and with 92% of millennials regularly watch digital video, this is a market that will keep on growing.
But that is only a small part of the process, a majority of customers will heavily research events before a purchase and within the same study, they found that 64% use the internet as their main source of research.
Thus, video really is a useful tool to persuade more customers to come to an event. So if you want to promote your venue to event planners, show them some great videos of what the place can offer, using tech solutions such as Eventopedia's 'navigable' Video Site Inspection (VSI), or show them what a promotion video at your venue can look like.
Funny, entertaining, and informative content always works well within video. However, education content is the really winner, as 61% of customers want to learn something from a video. The science of this is quite simple: we gain credibility amongst our peers when we have interesting and useful information to offer them. This reflects positively on the person that is sharing the information.
Event planners searching for a venue are trying to learn as much as possible about it: the location, style, meeting spaces, catering options, what type of delegate packages it offers etc. You already have this information, so it's time to implement it in a video, using Eventopedia's VSI.
Of course, you don’t need the latest equipment to make a video these days. You can also create top class videos on your smartphone, depending on the type of content you're going for. Authentic content works really well, particularly within the event industry.
Are you using video within your marketing mix? If so, hopefully you have learnt something here. If not, now might be the time to dig out some old footage of last year's events and create a great promotional piece.
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