Trends in Video Marketing & Event Content You Can’t Ignore

It's event season! The world of video marketing has shifted dramatically over the last five years. Events have, too. The pandemic forced us into a new reality where live streams, webinars, and virtual events became the main way we connected with audiences. Now, with in-person events roaring back, brands are in a unique position: video and events are no longer separate categories—they’re fully intertwined.

That convergence has created new opportunities, new expectations, and yes, new challenges for marketers. Here are the big trends I’m seeing right now and what they mean for anyone trying to connect with audiences through video and events.

Short-Form with Substance

We know attention spans are short, but that doesn’t mean people want fluff. Short-form video—whether it’s a 30-second clip from a keynote or a behind-the-scenes reel—is most effective when it actually teaches or reveals something. People want quick takeaways, not empty sizzle.

Takeaway: Don’t think of short-form as the “afterthought.” Plan for it from the start. When you’re building a panel or filming a customer story, ask yourself: What’s the 45-second insight here?

Events as Content Engines

Smart marketers are moving away from the idea of events as “one-day-only” experiences. Instead, they’re using events as the kickoff point for months of content. A keynote becomes a series of LinkedIn clips. A fireside chat turns into a podcast episode. A panel discussion gets broken down into a blog series.

Takeaway: When you plan your event, think like a content studio. Record everything. Build your distribution strategy before you lock in your speakers. You’ll save time and extend the life of your investment.

Authenticity Over Gloss

For years, high-production “brand films” ruled the space. Those still have value, but audiences today are drawn to the real and the human. That means less scripted, more conversational; less staged, more personality. A scrappy behind-the-scenes clip can sometimes do more for trust than a perfectly polished commercial.

Takeaway: Mix your content types. Pair your high-end productions with raw, authentic moments. The contrast makes your brand feel more approachable and real.

Interactive Is the New Passive

The days of “press play and zone out” are numbered. Whether it’s live Q&A sessions, clickable video, or shoppable streams, people expect a way to participate. This is especially true for younger audiences, but the desire for interactivity is growing across the board.

 Takeaway: Add at least one interactive layer to your video strategy. That could be as simple as a poll during a live stream or as advanced as an immersive webinar platform.

Sustainable Content (for Attention and the Planet)

There’s a lot of talk about sustainability in events—reducing waste, lowering travel, making smarter choices. But there’s also sustainability in content itself. Instead of producing more and more videos that never get watched, the trend is toward producing less content that works harder.

Takeaway: Be ruthless about purpose. Ask yourself: Can this one video or event fuel three different channels? Does this piece have a long tail beyond the day it launches? If not, rethink before you hit record.

Why This Matters

At the heart of these trends is one simple truth: audiences are smarter, more distracted, and more selective than ever. They’ll give you their attention but only if you respect it.

That means creating content that’s intentional, authentic, and designed to live beyond a single moment. It means treating your event as both an experience and a content generator. And it means remembering that the most powerful videos aren’t always the most polished, they’re the ones that connect.

✦ If you’re thinking about your next event or video strategy, ask yourself:

• Are we designing for short-form insights, not just long-form content?

• How will this event live on once the lights go down?

• Where can we bring more authenticity and less script?

• What interactive moments can we build in?

• Is this content sustainable both for us to produce and for our audience to consume?

Answering these questions is where the real magic happens.