Embracing Video in Your Event Strategy


Many experts have been predicting 2016 will be the year for events using video. And video’s popularity extends beyond watching the latest Carpool Karaoke or Lip Sync Battle. Video is becoming a powerful strategy for marketers at companies of all sizes and industries. Consider the stats:

  1. Here’s how to use it: For experiential marketers, video can contribute to an event’s success. For example, using videos in your event social strategy can increase awareness or amplify buzz. (Research has found social video generates 1200% more shares than text and images combined.)

    Events using video for documentation have a powerful event reporting and archival tool. Rather than telling senior management about your success, create a video that shows happy, engaged attendees.

    And what better way to kick-off planning than by reviewing a highlights video? To figure out what worked and what needs improvement, it’s easier to visually review details via video than read through reports and spreadsheets.

    As video blogger Steve Garfield says, “You’ve probably got a device on you that can shoot decent video, so what’s stopping you? Capture and share some moments.” For events using video, here are a few tips to get started:

    Before the Event

    Create a teaser video previewing what’s to come and include in your pre-event communications.

  2. Ask speakers to create short videos summarizing their talks.

  3. Rather than writing out event venue features, show attendees with a video tour.

  4. During the Event

    Use Facebook Live or Periscope to livestream video.

    Schedule and record video testimonials from industry leaders or key customers at the event.

    As part of your daily executive summaries, share quick video snippets that capture the real-time excitement.

    Record educational sessions for on-demand viewing after the event.

    After the Event

    Develop an ongoing plan to share all the video you’ve captured. If you’re hosting or going to another event, find ways to use what you recorded to promote that event.

    Share/post videos of presentations or other event activities to your website, blog or e-newsletter.

    Train your sales teams with product demo videos recorded during the event.

    Create and share a highlight reel with your entire company to relive the experience.

Remember these helpful tips. It’s easy to get started shooting video. However, to make video a successful part of your event strategy, spend time getting organized, make a plan of how it will be used and plan the quality for the best brand representation.

Get organized. Be prepared. Write out a shot list of everything you want to capture, including B-roll to set the scene or use as filler. Create a schedule and develop interview questions in advance. Have release forms on hand.

  • Determine the quality you’ll need. According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that publishes a poor quality video. User-generated video might be sufficient for social sharing, but if you're using video on your website or another high-profile place, it’s worth it to spend more for good quality.

  • Make an audio plan. Clear sound is part of what creates viewer’s perception of the overall quality of your video. Most events come with a lot of ambient noise. Make sure this doesn’t distract from your message by selecting a quiet spot for taping—especially for VIPs and speakers. You may even want interviewees to mic up. Review footage as soon as it’s captured and reshoot on the spot if there are audio issues.

  • Capture more than you’ll need. It’s easier to edit your footage down than realize you missed a key shot.

  • Check with legal/compliance. It’s always a good idea to get signed consent forms from the people in your video. For events using video, check with your legal/compliance department for your company’s particular requirements.

    Posted by Mark Dante | Request as a Speaker