Most event video is filmed on the day and published afterwards. But the weeks before an event are when organisers most need attention: registrations, ticket sales, sponsor interest and press coverage. A good teaser builds anticipation, explains why the event matters and makes people act. Here is how to plan one — even when the event has not happened yet. For a project like this, see our event videography service.
What a teaser is for
- Registrations and ticket sales: the main goal for most public events.
- Attendance: reminding registered guests to actually come.
- Sponsors and partners: showing the scale and audience of the event.
- Press and social buzz: giving media and influencers something to share.
- Internal events: building excitement among employees before a conference or celebration.
Decide which goal matters most; it changes what the teaser shows and how it ends.
What to show when the event has not happened
Footage from previous editions. For recurring events, last year's highlights are the strongest material: real crowds, real atmosphere. This is one reason to film every edition properly. See event recap content.
Speakers and performers. Short clips of speakers inviting people to attend, filmed in their office or sent remotely, add credibility and personality.
The venue. Exteriors, interiors and setup footage show the location and scale.
Motion graphics. Dates, names, logos and key figures animated in the event's visual identity — especially useful for first editions. Read about motion graphics in corporate video.
Behind the scenes. Preparation, rehearsals and builds create a sense of countdown. Related: behind-the-scenes content.
Structure
- Hook: a striking image or line in the first two seconds.
- Promise: what attendees will experience, learn or feel.
- Proof: speakers, partners, numbers, past atmosphere.
- Details: date, venue, how to register.
- Call to action: one clear next step.
Keep it short: 15 to 30 seconds for social media, up to a minute for websites and email.
A sequence, not a single video
Teasers work best as a series:
- Announcement: save the date.
- Speaker or programme reveals: one clip per highlight.
- Countdown: last week, last days, behind the scenes.
- "Tomorrow" or "today": a final reminder.
Plan these with the marketing calendar, so each clip has a purpose and a publishing date.
Formats
- Vertical clips for Instagram, TikTok and Stories.
- Square or horizontal versions for LinkedIn and websites.
- Short loops for screens and email.
- Captions in English and Arabic where relevant. More on this: bilingual Arabic-English video.
Working with speakers
Speaker invitations are among the most effective teaser clips, but speakers are busy. Send them a short script or three bullet points, simple instructions for recording on a phone — horizontal or vertical, quiet room, light facing them — and a deadline well before the campaign starts. For key speakers, a short professional recording session is worth arranging. See preparing speakers to be filmed.
Measuring what works
Track registrations and ticket sales against each publication, not just views. Short links or tracking codes in each clip show which messages and formats drive action, and help plan the next edition's campaign.
Common mistakes
- Teasers that list everything and highlight nothing.
- The date and registration link missing or shown too briefly to read.
- One long video instead of a series of short clips.
- Starting too late, when most people have already made plans.
On the day: the live teaser
Some organisers publish a quick teaser during the event itself — the first hours, the opening moment, the crowd — to attract people still deciding or to promote the next day. This needs an editor working on site or nearby. Read about event highlight film vs full recording.
Questions people ask
How far ahead should teasers start?
It depends on the event, but announcement content usually goes out weeks or months ahead, with the most intense output in the final two weeks.
Can we make a teaser without any footage?
Yes. Motion graphics, speaker clips and venue footage can carry a teaser for a first edition. After the event, you will have footage for next year.
How we make teasers
At Fat Cat Media we create teaser series before events and fast clips during them, combining past footage, speaker clips and graphics. We have filmed events in the UAE since 2012. See our event coverage service and event videography planning guide.
Need help with event videography?
Conferences, launches, parties and activations: highlight films and full recordings. Send us a short brief and we will come back with an itemised quote.
