Humanising Event Marketing: A Conversation on Video and Trust

Trust between brands and audiences is breaking down. Buyers do most of their research before the brand ever hears from them, AI-generated content is everywhere, and a static, text-heavy website and long registration form does very little to re-build that trust.

Human video is one of the few tools that can rebuild that trust at scale - but only if it's used differently to how most event brands currently use it: not as a polished, pre-event corporate marketing asset, but as a genuine, always-on layer woven into the website and campaign itself.

In this session, Chris Wickson (Co-founder, ReelFlow) sits down with a senior marketing leader from a global B2B event organiser to talk about how they're using video to close the trust gap - where it sits in the stack, what it replaces, and what actually changes in visitor and exhibitor behaviour when it's done right.