Memories are the foundation of true brand loyalty. More profound and unforgettable than a catchy slogan is the feeling of being there, of truly experiencing what a brand represents. By allowing consumers to truly connect with your brand, experiential events are ideal for establishing those enduring relationships. But when those moments are recorded and shared, the magic truly happens. Video content converts short-lived connections into enduring loyalty in this way. Video content increased brand awareness, according to 96% of marketers.
User-generated video storytelling supercharges engagement. Imagine your event moments, those candid reactions, surprising discoveries, and joyful celebrations being captured by the very people who experienced them. With BrandLens, a video co-creation platform, you can now magnify that material and instantly create a powerful brand. Want to see how it works? Check out how BrandLens helps brands activate video storytelling at live events.
What makes UGC video storytelling at live events so unique and why are brands embracing real, unfiltered video storytelling? Companies may create devoted brand ambassadors and distribute their message widely by using video footage to engage consumers both during and after an event. Let’s get deeper.
Why Loyalty Is Driven by Experiential Marketing
Creating thoughtfully designed experiences that allow consumers to feel a brand rather than merely see it is the goal of experiential marketing. Experiences involving multiple senses have a profound effect.
Consider this: either you could read reviews of a new restaurant or you could actually go there and eat. Which is more likely to help you decide and make you want to tell others? Showing is preferable to telling when it comes to your brand.
So, experiential marketing has two main impacts:
Engaging Emotions, Building Loyalty
Immersive experiences do more than engage the senses, they engage the emotions. Neuroscience shows that emotional experiences seriously improve recall and perceived value. When people feel a connection with a brand, they remember it better and associate it with good experiences. Events build emotional equity crucial for keeping customers happy. Read up on why people connect with unscripted event moments.
This is exactly why experiential marketing has such a profound impact on brand loyalty. Feelings drive decision-making and when your event makes people feel, they remember you.
Social Amplification and Viral Impact
When attendees capture and share emotional stories at brand experiences, the impact multiplies socially and psychologically. It’s not just about sharing a fun clip, it’s about a personal connection to the brand. That’s where UGC video can significantly elevate your event’s return on investment (ROI). This kind of content helps extend your reach far beyond the attendees themselves, tapping into their social circles and beyond, fueling organic engagement.
Real Example: MasterCard’s Priceless Moments
MasterCard’s Priceless Moments campaign is an excellent illustration of this idea in action. At live events, attendees recorded and shared their thoughts in real time, producing genuine testimonies that struck a personal chord with viewers. In addition to fostering emotional bonds with the company, these user-generated events increased loyalty.
The Function of Video in Preserving Moments That Foster Loyalty
One of the best ways to capture the spirit and passion of live events is through video. A 10-second clip can be a potent storytelling tool that prolongs an event and gives the impression that it never truly finished. Converting live events into enduring content is essential for fostering brand loyalty.
When attendees share customer video experiences at events, whether they’re reaction clips, challenge submissions, or testimonials; it’s a powerful way to generate social proof. You can boost social engagement and trust through real customer videos.
And let’s face it: social proof is a trust magnet. Videos of real customers experiencing your brand in a real-time environment send an implicit message to potential customers: “This brand is trustworthy.”
Bonus: Participants who appear in the content feel recognized, and this recognition makes them more likely to continue advocating for your brand.
How to Use UGC Video During Events to Spark Engagement
The magic of UGC video happens when brands engage attendees before, during, and after the event. Here are some ideas for how you can integrate video at every stage of your activation to maximize engagement and loyalty:
Pre-Event Engagement
- Challenge Announcement: Start a video challenge that excites prospective attendees prior to the event. Perhaps, “Record a 30-second video telling us why you want to attend [Event Name]!”
- Teaser Videos: Show snippets of prior guests or influencers discussing their experiences at earlier events.
A great example of pre-event engagement is UCLA Anderson School of Management’s case. To make orientation more personal and engaging, UCLA used BrandLens to welcome new MBA students before they even arrived on campus. The campaign aimed to help incoming students connect and feel part of the UCLA community from day one.
- Students received a link to record short video introductions, with no app download required.
- Each video followed a UCLA-branded template with light prompts, such as “Where are you from?” and “What are you most excited about?”
- These videos were instantly uploaded to a private gallery curated by the school, allowing students to recognize each other before classes started, creating a sense of familiarity and belonging.
- This initiative turned a routine welcome message into a shared, human experience, captured on video.
On-Site Video Activations
How to create social-ready video campaigns from event footage?
- QR Codes for Video Storytelling at Activations: Display QR codes around the event, encouraging attendees to scan them and record their favorite moments. The experience could be something like, “Record a reaction to your favorite product demonstration!”
- Branded Video Booths: Set up branded video booths or roaming prompts with clear instructions, such as: “Tell us how our brand made an impact on you today!”
- On-Screen Prompts: Use on-screen directions to guide storytelling. For example: “What was your wow moment during this activation?”
You can also go over tips for running video UGC challenges at live activations to get more insights.
Post-Event Amplification
- Recap Videos: After the event, share highlight reels of attendee-generated content. These can include fun clips, testimonials, or even behind-the-scenes moments.
- Thank You Messages: Publish personalized thank-you clips from the brand or event organizers to show appreciation for attendees’ participation.
- Community Reactions: Highlight how attendees are sharing their memories on social media, adding a layer of social proof.
For more ideas on how to leverage video content during your events, check out scaling interactive video activations at events.
Best Practices for Turning Experiential UGC into Long-Term Loyalty Assets
Creating videos at live events is only half the battle now, let’s turn them into loyalty-driving content. Here are some best practices to follow:
- Consistency is Key: Use consistent branding across overlays, captions, and outros to make sure your content remains on-brand and visually cohesive.
- Get Permission: Make sure participants preview and approve their videos before you use them. This ensures they feel comfortable and valued.
- Content Organization: Once videos are submitted, use BrandLens’ platform to organize content by campaign, sentiment, or moment. This makes repurposing content for future campaigns easier.
How to repurpose event UGC for brand campaigns? UGC can be used in a variety of ways:
- Social Media: To encourage interaction, share UGC as posts or stories.
- Emails: Include UGC in newsletters or follow-up emails.
- Paid Ads: Use UGC in ads for authenticity.
- Landing Pages: Feature UGC to boost credibility.
- Testimonials: Turn UGC into customer testimonials.
- Highlight Reels: Produce UGC-based event summary videos.
Loyalty starts with real experiences, but it’s amplified by strategic storytelling. Video UGC is the perfect way to connect the two, turning attendees into long-time supporters. Think of your customers as storytellers.
With BrandLens, you can easily plan, capture, and use experiential video content that lives long after the event is over. We provide the technology and tools to turn experiences into marketing assets that build loyalty. Stop seeing your customers as event attendees; they’ve got stories to tell.
Ready to turn real moments into lasting loyalty? See how BrandLens enhances your upcoming experiential activation by requesting a demo.
