A short highlight video proves in half a minute that your stand was alive. This guide explains how it is structured, what has to be filmed on the show day, how it is edited and where to use it once the fair is over.
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A highlight video is not a short version of a trade fair film. It does not explain your product in depth or tell the history of your company. It has one job: to show that you were there, that your stand was busy and what your brand stands for. Anyone who watches it should understand within a few seconds which show you attended and that your team is worth talking to.
That is why the short length works. A LinkedIn post, a follow-up email to new contacts, your homepage during show week, a teaser for distributors back home: attention is scarce in all of these places. Thirty seconds usually get watched to the end, two minutes rarely do. If you have more to say, add a longer film. How that one is built is covered in our guide to the 90-second trade fair film.
For exhibitors who fly in from abroad, the highlight video has an extra role. Head office, partners and customers at home were not in the hall. Thirty seconds of real footage from your stand (booth) show them what the investment looked like, often better than a written report.
A good highlight video almost always follows the same frame. The timings are guidelines; the order matters more than the exact seconds.
| Time | Content | Purpose |
|---|---|---|
| 0–3 s | A strong opening shot: a full hall, your stand in a wide view, a product in motion | This is where viewers decide whether to keep watching |
| 3–12 s | Stand, logo and the show itself (hall signage, entrance, fair logo) | Establish where you are and who you are |
| 12–24 s | People: conversations, handshakes, product demos, your team | Prove that the stand was visited |
| 24–30 s | Logo, show name, hall and stand number or website | A clear sender and a next step |
The most common mistake is in the first part: the video opens with an animated logo or an empty hall at 8 a.m. Both waste the first three seconds, which is exactly when people decide in the feed. The logo belongs at the end; the opening belongs to the strongest image of the day.
Thirty seconds of edit need far more raw footage than most people expect. Several takes are filmed for every finished second so that the editor has a real choice. These shots belong on every list:
For a pure highlight video, two well-chosen hours are often enough. The Basic package at €990 is built around exactly that: two hours of photo and video, 30+ photos, a 30-second highlight video and one vertical clip. Place those two hours so they cover either the opening or the busy midday period, depending on what matters more to you. The packages are listed on our trade fair photographer Germany page.
The edit decides whether thirty seconds feel short or long. Individual shots usually run one to two seconds, a little longer in the middle when a conversation or a demo needs room to breathe. Cutting on the beat of the music makes a fast video feel calm.
The music must be licensed for commercial use on every channel where the video will run. Tracks from a social media library are often cleared only inside that platform and can cause trouble on your website or on a screen at the stand.
In most feeds, video starts muted. Short text overlays carry the message: show name, hall and stand, one line about the product. Two or three overlays are enough, each long enough to read comfortably. If anyone speaks on camera, add subtitles.
The main video is usually edited in landscape 16:9 for your website, YouTube and presentations. Instagram and Stories get their own vertical edit rather than a crop of the landscape version. The reasons are in our guide to vertical clips from the show.
The value of a highlight video depends heavily on timing. It works best while the fair is still running or has just ended. At Pixer we deliver within 24 hours after the event ends, so your team can publish during show week and before you fly home. Two revision rounds are included, for example to change the opening shot or fix a product name.
The highlight video shows presence and atmosphere. It is not a product manual.
Opening shot, place and brand, people, sender. The logo goes at the end.
Wide shot, hall, details, conversations, product in action and team belong on the shot list.
Short text overlays and subtitles carry the message in a muted feed.
Delivery within 24 hours, so the video runs during show week.
For showing presence, yes. If you want to explain a product or let customers speak, add a longer film of around 90 seconds.
Two well-planned hours on the stand are usually enough, as long as they cover both clean stand shots and conversations with visitors.
Yes, from the second show day that is a good use. Make sure the music licence covers public playback, or run it without sound.
The main video in landscape 16:9. Vertical 9:16 clips are edited separately, not cropped from the landscape version.
Non-EU companies are invoiced without German VAT. EU companies are invoiced under reverse charge with a valid VAT ID.
Want a finished highlight video you can post during show week? Tell us the fair, hall and date and we will confirm availability.
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