How to Make a Promo Video for Your Event
Let’s face it, promo videos can be incredibly dull. Oftentimes, the default is a two-minute compilation of stock footage, awkward handshakes and generic upbeat music.
We can do better than that.
If you’d like people to actually show up to your event, your promo video has to give them a taste of what they can expect. Something enticing. Gripping. Memorable.
Here’s how to make a promo video that your audience actually wants to watch and sells out your tickets.
Why Bother with a Promo Video in the First Place?
You might be thinking, ‘Why can’t I just make a LinkedIn post, pop up a graphic and call it a day?’
In theory, you could … but don’t.
A well-produced promo video says more than any words you can slap on a post. It lets you do the following:
Set the Tone: Your vibe is everything, and only video can truly capture your energy and emotion.
Build Anticipation: It’s your chance to get people feeling, ‘I need to be there’!
Sell the Experience: You can visually take people through your event, giving them a preview. As visual creatures, this speaks to our need for community. Show your audience the moments they can be a part of.
Share it All Over: You know you want to go viral. An effective teaser can spread like wildfire.
We built anticipation and sold the experience of the Penhaligon’s store openings in our promo video:
The bottom line is that if you want people to care about your event, you need a promo video. Not just any promo video, but a really damn good one!
5 Steps to Making a Promo Video for Your Event
Here’s everything you need to know to make a promo video that ticks all the boxes:
1. Ask Yourself, Why Should Anyone Care?
Let’s get something straight: your event isn’t the centre of the universe. Not yet.
You need to take some time to figure out why people should care about it.
Get clear on your target audience. In other words, who is the event actually for? No, you can’t just say your customers or other professionals in your field. Who are these people? What’s their personality like, and what part of your event will speak to their interests and goals?
What problem are you solving for them? Imagine watching a promo video about an event that directly solves a problem that’s been bothering you for ages. What’s not to love?
You need a hook; otherwise, people won’t be fully watching. We don’t want the information about your event to go in through one ear and straight out through the other. Maybe your lineup is your hook. Maybe it’s the rooftop party and free pizza. Find it and build your video around it.
2. Craft a Story
We’re not creating a highlights reel; your promo video should be a captivating story.
Now that you’ve found your hook, start your video off with a bang. Hook people in the first 3 seconds. Attention spans are short nowadays, people! Think movement, faces, eye-catching words.
Film real footage of your event and intersperse it within your video to make it feel like something’s building. Keep the focus on teasing your event. Don’t give it all away, but include snippets that keep the mystery and entice people at the same time.
End strong. Don’t be afraid to tell people what to do. Guide them to grab their tickets, save the date or get on the guest list. This is the power of a call to action.
Want your story to land? At STORM+SHELTER, our creative team can help script, storyboard and structure your story for maximum impact. Contact us to begin building your narrative.
3. Shoot with Intention
You don’t need a million cameras. The right shots will tell your story.
Film real people doing real things. You want to keep your video authentic, relatable and realistic. Show speakers talking, attendees laughing, and include many moments of connection. Make sure nothing is staged and rigid.
Dynamic shots make the video feel like a journey. Track the movement and energy of the crowd, making the experience feel immersive.
Logistics matter. Bad audio and lighting will ruin your good footage. Test your audio and experiment with your lighting before you begin. Always have a plan, as random shots will create random results.
4. Time to Snip
Edit, edit and edit again. Assume your audience’s attention span is very short, because it is.
Our recommended length is between 30 and 60 seconds. If you feel like it needs to be longer, make sure it stays engaging throughout.
Add lots of cuts to build rhythm. Switch it up and keep it exciting. Look at it with fresh eyes and cut anything that feels like it drags.
Your text is a great opportunity to be creative. Keep your caption punchy and add motion.
Pair your video with music that matches the feel of your event. Don’t choose something generic. Make your decision based on how you want your audience to feel.
Show, don’t tell
You’ve heard it before. Show, don’t tell.
Your audience doesn’t benefit much from being told your event is going to be incredible. They want to see proof. Show what the event will actually be like.
To do this, use real footage as much as possible, whether that’s from past events, behind-the-scenes or candid reactions. If you’re not sure what exactly to show, pick shots that show the atmosphere of your event. Is it loud and full of energy? Or is it intimate and thoughtful?
We let the shots do the talking for us in this road traffic collision stimulation event video for Cardiff University:
The atmosphere is what your prospective attendees will connect with, and it’s what will make them hit that buy button.
How We Can Help
Now you know why it’s important to create a captivating promo video for your event. We’ve given you our 5 basic steps to craft your event’s story in a way that’s memorable and enticing.
Finding it all a little scary? At STORM+SHELTER, we can help you create a powerful promo video for your event that hooks your audience in and gets them excited to show up to your event.
We know what works. We know what doesn’t.
Contact us at hello@stormandshelter.com or on +44 (0)2920 251255 to start creating your promo video today!
