Social media marketing has triggered a change in the events we put on for clients, with a renewed focus on film content.
It’s now a central part of any event marketing plan we create because it extends the reach and shelf-life of that into public relations activity.
Video was considered a luxury for clients until fairly recently – something they’d look at doing for a really big event or a major campaign. It was expensive because not many people could produce films to a worthwhile standard, and there weren’t all that many outlets for the results.
Clients saw it as nice to do but not essential. Even if we were putting on something like a fashion show for a shopping centre – with models on the catwalk, a celebrity stylist and audience interaction – that made for good video content, the client would see a film as something that was there for posterity, a record of the moment.
That’s been changed by the way social media marketing gives video content the opportunity to grab people’s attention on their commute with some beautiful, engaging moving images.
In many cases, the video has become the post-event media pack. Why write about what you can show people – and there are so many ways to use it and distribute it.
Video is no longer an extra. Our event marketing plans include it as standard because of the value it adds in terms of improving engagement.