The four most important things in conference promotional videos

There is a strong argument for not bothering with these at all…and a wise freelancer should probably not say things like that.But if you ask me, I’ll give you a number of different more effective ways to spend your money.Probably less of it, too.

However, assuming someone’s said “We need a promo!” and it’s just happening, here’s what I think is important:

conference and exhibition photography


No one has time to watch 20 seconds of focus pulls, however attractive that may look. If you keep your video at between 60 seconds and 2 minutes, you’ll retain 75% of your audience to the end.

This is especially true if your making an advert, which is all a promo really is. If people liked being sold to, and had great attention spans the “skip ad” button would not exist.

You should be unafraid to stick a  call to action in early if you really feel the need, and moreover your video should be front-loaded with the most powerful content you can record (see 2.)

2. Testimonials

Gold dust. You’ve been putting them on brochures and emails for years, and this medium is no different.Peer endorsement is the most powerful thing you can put in any marketing piece.

So stick one right up front.

3. Fill the frame

Every shot should contain people.Those people should look busy and happy. The maker of the promotional video should never be sacrificing a dull shot of a full room for a smoothly panned shot of an empty conference set. Likewise, exhibition stands should only be featured if they contain people talking to other people, and preferably running a demo.

4. Music

Not all library music is awful. Just 95% of it, especially anything called “commercial” or “corporate” or “inspiring”. It’s possible to find better, more exciting music by using places like audiojungle and being really picky.


Disagree? Agree? Hate me? Comment below…

About the Author:
Photographer and film maker, knows a lot about photography, video, digital content, air crashes. Offers services around 3 of those.13 years in the commercial conference industry in sales and marketing.

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