Making the most of social media at events is critical for today’s marketers. Posting content to Facebook, Twitter, Instagram and other channels lets you extend the experience to a broader audience while giving attendees additional ways to engage.
For convention clients, we craft social media campaigns that invite participation beyond the trade show floor. One of our favorites is a video series for Crest + Oral-B’s professional Facebook page. Titled “On the Road with Crest + Oral-B”, the series capitalizes on the travel theme the oral care brands have been utilizing this season, along with the fact that the brands visit several conventions within one year.
The videos are a natural for dental professionals. They want to feel appreciated, they like to share their wisdom, and they’re always up for a laugh. So we developed a schedule of topics that would let them be funny, wise and inspirational—sometimes all at once! (Check out a few examples: Your Best Oral Health Advice in 3 Words… Go! What song gives you a big healthy smile? and Reasons Why I Love Being a Dental Professional)
The videos are simply made: A brand ambassador with a GoPro roams the Crest + Oral-B booth, inviting attendees to answer a question. The videos are quickly edited, with at least one posted per convention day. Each is accompanied by a post that invites viewers at home to contribute their own responses. Three-quarters of the way through this convention season, our videos are averaging around 3,000 views each with dental professionals liking, sharing and commenting on their favorites.
Are you interested in a Facebook videos for your next event? Here are some tips.
Create a theme. It should tie to your event but be interesting and relevant to people at home. Use the event as a springboard: What’s going on that viewers might like to see no matter where they are, and how can that spark a broader conversation?
Make it shareable. People share content that is funny, tugs their heartstrings, or offers information they find useful. Approach video on social media as a way to provide something people want vs. a way to get your message out. For example, capture attendees with their guards down, ask for touching anecdotes, or have company experts provide byte-sized tips and insights.
Get permission. Ensure that everyone who appears on camera is OK with it by having them sign a release form.
Keep it short. According to a Socialbakers study, videos on Facebook have decent completion rates (meaning people watched them until—or almost until—the end) when they’re under 115 seconds. 61 seconds garners a good completion rate, with the best completion rate occurring for videos with a length of 21 seconds.
Invite participation. Post topics that inspire people at home to contribute questions, stories or advice. Make sure to include a call to action inviting comments.
Post within the platform. A BuzzSumo analysis of Facebook posts found videos get much better engagement when they’re uploaded directly to Facebook vs. embedded from YouTube.
Tell them how to find it. People who’ve appeared in an event video are your best prospects for sharing, liking, tagging, etc. We hand out business cards with the name of our Facebook page and other social media channels where our content can be found. A hashtag can also help people find themselves, in addition to gathering all related content in one spot.
Test and tweak. Facebook provides detailed insight into how your content is performing, including how long people view a video before dropping off. Use this data to help refine future videos for maximum view time and engagement.
For more ideas on how to amplify your events with social media, check out our tips on using Facebook Live at conventions.