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June 22, 2016

Video: The Next Big Thing In Marketing For Your Race

Video: The Next Big Thing In Marketing For Your Race

You know that song Video Killed The Radio Star? In 2016, it should be Video Killed Everything, because (your opinions of 80's new wave aside) video is seriously crushing it in the marketing world. Marketing experts across the land have dubbed video the next big thing, and you can be sure that video is the next big thing in marketing for your race.

Here are 3 ways you can use video to grow your event. 


Facebook Video Ads

So unless you’re one of those weirdos people who only logs into Facebook once a year (instead of 3 times a day like the rest of us technology-addicted peeps), you’ve probably noticed a change in your news feed.

The longer you scroll, the more Facebook video ads you’re seeing. Ads for new energy chews, ads for race management software, ads for Candy Crush…it’s like movie time!

And that, my friends, is no coincidence. Facebook video ads are where it’s at, and if you want to maximize the effectiveness of your Facebook ad campaigns, you’ve got to hop on board the video train. Now.

Tons. of. studies by the marketing powers that be have shown that video ads increase engagement and brand awareness and convert so much better than text or picture ads.

But don’t just think you can lay on your couch, pick up a selfie stick and create a video ad that’s going to seriously drive race registration. You’ve got to be strategic.

Keep your ads under two minutes to avoid losing the athletes who have a questionable attention span (which is basically all of us. See: energy chews). Create a video that is inspiring, fun or interesting to watch. And while you don’t need to hire a writer, director and full on film team (you’re not exactly filming the next Avatar here), you do want to make it look professional and well done.

Also, if you want your ads to convert better, make sure you include a strong call to action, like opting in to your email list or completing your online race registration. It’s great to have an awesome video, but if it’s not helping your bottom line, it’s a waste of time.


Content Marketing

Another great way to incorporate video into you marketing strategy is through content.

We’ve already covered why content marketing is critical for your race, and adding video into the mix is just going to take things to the next level.

Sending out a stretching plan to your athletes? Instead of writing it as a blog post, film a video where someone from your staff or one of your athletes demonstrates the exercises. Got a new pre-workout smoothie recipe that your athletes are going to love? Instead of sending a text email, embed a video of you making the smoothie in your own kitchen.

When it comes to watching a video (Is this like YouTube?! I LOVE YOUTUBE!) versus reading a big block of text (UGH, this feels like homework. No thanks. I’m going to go watch YouTube videos), trust me when I say you’re going to get better results with the video.


Live Video Streaming

Live Video Streaming has gained some serious traction in the last few months. Audiences (and your athletes) LOVE live video streaming because it gives them an inside view of their favorite brands and races in real time.

If Facebook Ads and Content Marketing are the way to drive more athletes to your event, Live Video Streaming is the way to get those athletes freakin' pumped.

Live Stream on Periscope from your expo to get your athletes excited, or pop on Facebook Live to answer your athletes' questions in real time. Live Video Streaming makes your athletes feel like they’re a part of the entire race process, not just event day.

For more tips on Live Video Streaming, make sure you check out our post on how to build buzz around your event.


Now that you know what to do to make your video marketing dreams a reality, it’s time to get moving. So put on your best face, bust out your selfie stick and start shooting!

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