A trade fair video is shot in one day and often shown for a year. This guide covers the four decisions to make before the shoot and what a brief looks like that your videographer can actually use on the morning of the show.
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Most unclear trade fair videos share one cause: nobody wrote down in one sentence what the video is supposed to do. Without that sentence the videographer films a bit of everything, and the edit produces a film that works neither as a sales tool nor as a social media post.
Make the goal as concrete as you can. Some examples:
One goal per video. If you have two goals, you need two edits from the same footage. That usually costs less than expected, because the expensive part is the shoot, not the edit. For exhibitors travelling from abroad, a common pair is a short highlight video for LinkedIn and a longer version with subtitles for the home market.
Length follows from the goal and from where the video will run. Our packages use fixed lengths because they work well in practice:
| Format | Typical use |
|---|---|
| 30-second highlight video, landscape | LinkedIn, website, newsletter, thank-you to visitors |
| 90-second film with interviews | Sales, product page, presentations, distributors |
| Vertical clip 9:16 | Instagram Reels, TikTok, YouTube Shorts, stories |
| Interview excerpt | A single statement as a quote for social media |
Say in the brief which version matters most. Camera work differs: for 9:16 the videographer frames differently from the start, because cropping landscape footage into a vertical frame loses quality. If you want both, say so in advance. More on vertical formats in vertical clips from the show.
Language is the question most often asked too late. Who is the video for? If your customers are spread across several countries, a video without spoken words and with short text overlays often works best. As soon as interviews are added, you need subtitles.
An interview in a second language needs a little more preparation. Let speakers answer in the language they are most comfortable in and rely on subtitles, rather than asking for a stiff answer in English. Interviews on your stand (booth) need a quiet moment and a good microphone, because exhibition halls are loud. Plan fixed slots outside the busiest hours. The process is covered in on-stand interviews.
Music shapes a trade fair video more than most people expect. Give a direction in the brief, for example calm and premium, energetic or technical, and send an example video you like. Only licensed music is used, so the video can run on every channel. Background in music in trade fair videos.
As with photos: prototypes, confidential screen content and people who do not want to be filmed belong in the brief. Video adds sound. Conversations with customers in which prices or projects are mentioned should not be audible in the background.
A video shoot on the stand works best with a simple day plan. It does not need to be minute by minute, but it should contain the fixed points:
Decide who signs off the video. Pixer includes two revision rounds and delivers within 24 hours after the show ends. That only works if sign-off sits with one person who is reachable in that window, which can be tricky when the team is flying home. Name a colleague at head office if needed. Which packages include which formats is shown on trade fair photographer Germany.
A lot can be changed in the revision round: order, music, text overlays, length. Some things cannot, because they are decided on the show day. These belong in the brief:
One sentence per point in the brief is enough to avoid these mistakes.
One sentence on what the video must do. Two goals mean two edits from the same shoot.
30 seconds for social media and your website, 90 seconds with interviews for sales and presentations.
Vertical clips are framed differently from the start, not cropped from landscape afterwards.
Interview language, subtitles and technical terms belong in the brief, not in the revision round.
Agree music direction, logo, font and end card in advance. Licensed music only.
Two revision rounds and 24-hour delivery only work with one clear approver.
30 seconds works well for social media and websites. A 90-second film with interviews suits sales and presentations.
Not necessarily. For visibility a highlight video with music is enough. If you want to explain something or build trust, short interviews with management or customers help.
Yes, if it is planned beforehand. The key scenes are then captured for both formats.
We deliver interviews and subtitles in English, German, Arabic and Persian.
Two. For this to work within 24 hours, one person should own the sign-off and be reachable.
Only with the appropriate licence, which is usually complex for popular tracks. We work with licensed music that can be used on every channel.
Tell us your goal, the show and the date, and we will suggest length, format and schedule for your trade fair video.
We reply within 24 hours. During a show week, WhatsApp is fastest.
