Conferences, whether they’re industry or policy based, present a unique opportunity. Your target audience is all in one location - something that happens only a few times in a year - and capitalising on the moment can shape your work for months to come. Whether your goal is to launch a campaign, showcase the impact of your sector, or call for policy or regulatory change, an event video can be a game changer. In this article, we’ll explore why animations work so well and offer tips on how to use them effectively.
Why animation
One of the key reasons animations are so powerful at conferences and events is because of their ability to grab attention. Bold, colourful and eye-catching, animations naturally draw the eye. Whether displayed on a giant screen in a venue, shown on a stand at a conference, or played at the opening of a reception or talk, an animation will make people pause and watch.
Capitalising on a captive audience
Using an eye-catching video is a great way to capitalise on the uniquely targeted conference audience, making sure you draw delegates’ attention to your issues and stand out from the crowd. And as visuals are so memorable, an animation will help your message stay in attendees’ minds long after the event has finished.
UK Hospitality took this approach when launching their #VATsEnough campaign at the 2021 Conservative Party Conference. Eye catching graphics in a vibrant colour palette highlighted the sector’s powerful statistics, and the repeated use of the campaign slogan ensured the message hit home. By drawing attention to the campaign at the Conference, it became a talking point amongst stakeholders and journalists alike.
Setting the tone
From a conference-wide debate, to a select talk, or a parliamentary event, incorporating an animation allows you to set the tone, highlight key facts and stats and even pose questions.
At parliamentary events and receptions, animations that highlight a campaign or policy ask, ensure the focus is where you want it to be, before discussions or drinks even begin. The Motorcycle Industry Association (MCIA) used animation in this way as they launched their campaign for regulatory change for light category vehicles at their parliamentary reception. The animation set the tone for the campaign launch and went on to draw significant attention on X and LinkedIn, amplifying the message beyond the event itself.
At a debate or panel session, a carefully crafted animation can set out the issue open for debate, acknowledge the facts, and highlight impactful stats, helping to ensure that the debate that follows is laser targeted on your key issues.
In a presentation setting, a video is a welcome relief from a slide deck. Animations work well to introduce core information to the audience in a way that is clear, concise and on brand. Allowing the speaker to focus on specific areas and answer questions, and reducing the risk of death by PowerPoint!
In a crowded event space, stand-envy is a real concern. None of us can avoid the fact that the most eye-catching stand will always attract the most footfall - so how do you elevate your presence? Including a good sized screen on your stand, with colourful content that grabs attention, is a great option.
A well produced stand animation will draw the eye of passers-by, delivering just enough information in each scene to capture their attention and make them pause to find out more.
To Use Sound or Not to Use Sound?
Sound can be a powerful tool when paired with animation, but it’s not always necessary - especially in conference or trade show settings where the environment can be noisy or distracting. Here are a few tips on when to use sound:
Use Sound to Open Debates and Presentations: If your animation is part of a presentation or will open a debate, it’s a good idea to use sound as it will add depth, engage the audience more fully and allow you to say more .
Go Silent for Event Stands or Displays: In busy conference environments, where your animation will play on a stand or as part of a display, it is best to opt for a silent animation that relies purely on visual messaging. Eye-catching graphics, combined with concise on-screen text, will grab the attention of passers by and make sure the message is clear, without any concern that the sound will be drowned out by the buzz of the event.
Providing a Shareable Experience: A well-crafted explainer animation can have a lasting impact, far beyond the conference. Incorporating elements like QR codes makes it easy for people to access and share the video on the spot, helping your content reach a broader audience and extending the life of your conference presence.
The perfect tool for standing out in a crowded space, video is attention grabbing and memorable, and will enhance your presence and leave your messages lingering in the minds of attendees long after the train home.
Senate Media has been creating videos for conferences and events for more than 10 years. If you would like to find out more, please visit senatemedia.co.uk or email visualcontent@senatemedia.co.uk