In my last post, I set out questions you should ask yourself when planning an event video. However, there was one question that I skimmed over and that deserves going into more detail, and that is: what style of video should we go for?
The majority of videos produced for an event are highlights. These are a sequence of clips and shots from an event cut together to give the audience a sense of what happened, the activities, the scale, the atmosphere, the location, the speakers, the hospitality, and the attendees. Combined, they are a summary of the event to those who couldn't attend, a reason to attend future events, and an impression of the organisation and sponsors involved with the event.
An event is also an excellent opportunity for further video content. Not only does this make sense from a budget perspective, you will scale up your digital presence much quicker compared to releasing a single video.
With that in mind, here are five ideas for multiple videos that can be produced from one event:
Comment on industry trends
Interview with the MD/CEO
It's not often that a group of intelligent people with in-depth knowledge of your sector gather in one place at one time. Make the most of it by asking attendees pertinent questions and turn them into insights. We've produced videos for Arkadin using this approach at UC Expo, an international industry event.
This video idea adheres to the golden rule of content marketing:
“[Customers] care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
It directs the conversation away from you and onto what your prospects and audience actually want to talk about, which is issues that they can relate to.
It’s also great for building communities. Add a call to action to invite the viewer to contribute in the comments section and keep the debate going long after the event.
You can approach any willing attendee for comment, but you could narrow it down to speakers and experts. At an event, you never know who you're going to get. We asked as many delegates as possible at UC Expo and ended up speaking to the MD of Cisco, one of the most respected industry figures working for one of the largest players in their space.
You can get people in front of the camera throughout the day, but at larger Expos, we usually find that the best time is when people are settled in. Lunchtime and the afternoon are usually the most fruitful times of a day.
We normally roam the event with a camera and microphone going straight to the attendees. Alternatively, you could set the camera up somewhere in a diary room style and invite attendees to speak.
In a testimonial, you ask clients to describe their experience of working with you and the results you’ve delivered for them. We filmed a series of testimonials for Apteco at their User Group Conference at BFI Southbank:
As research shows, people tend to look to others to either learn how to act or to validate a decision they need to make. In the standard client journey, a typical person will get to a stage when they're evaluating their options. Hearing first-hand from people in a similar situation who made a decision that they’ve benefitted from can be very persuasive when people are making a judgment whether to use you or not.
We instinctively look to others when making decisions about how to behave.
If the event has sessions or workshops, you will need to coordinate with your clients beforehand so they don’t miss out on anything. Alternatively, make the most of a happening straight afterwards to capture responses.
One approach is to find a quiet space in the venue and set up the camera and lights. Schedule time with each client, almost like appointments, to make sure that you manage to get through everyone. Alternatively, grab people when they’ve got a moment and ask them to form an orderly queue.
TED Talks are the best example of interesting presentations from amazing speakers. Most events use speakers talking about a particular field as a draw to the event and while they may not be as groundbreaking, their presentations will be of interest to certain audiences. These are normally longer than the previous two ideas, ranging from five minutes to an hour.
Presentation videos are a chance to dig deeper into subjects in a way that no other medium can compete with (unless you’re there). Corporate behemoths like Google and industry bodies regularly post longer presentations on research and topics showing their experts exploring the latest ideas. It’s interesting, compelling, engaging and, most importantly, authoritative. And being associated with these authorities can give your own organisation credibility.
Filming presentations takes planning and preparation, so allow plenty of time before it starts to get all the cameras in position and the speaker mic’d up.
Events are a great opportunity to get news and opinions from those at the top. Often, individuals higher up in leading companies can have insightful views on where their industry is going and the changes over the past year.
Authority is persuasive, so these interviews are a valuable part of any videos you might produce. Directors and chief executives are usually good in front of camera and come armed with industry insights and powerful sound bites.
When it comes to powerful people, you have to be fast. Management don’t tend to spend entire days at events. They’re more likely to stop by for an hour or two. If they’re speaking at the event, they can be even harder to get hold of.
You might have to speak to one of their colleagues to get an interview arranged. If you know an individual is going to be attending the event, you can organise this by phone or email beforehand. Again, make sure you’re set up, as your interviewee won’t have the time to be kept waiting. Speakers almost always want to speak to you after they’ve delivered their presentation because they might be dealing with their nerves in the build-up.
You can also have a setup which sends your footage directly onto the web. This is a good idea if you have a large potential audience unable to attend the event. Live streaming is best for presentations, to make sure people don’t miss out on the speakers, and the key takeaways. Another benefit of live streaming is that you can use it for content after the event similar to the presentations above.
Another benefit of live streaming is that you can use it for content after the event as presentations.
There’s more to this than your typical run and gun filming, though. There are a number of social media apps on your smartphone that you can use such as YouTube, Facebook Live, and Periscope. But for best results, you’ll need at least two camera positions, a vision mixer, a streaming technician, and a producer to keep an eye on everything. Streaming requires extra software and hardware too. The set up would all need to be in place and tested in advance.
To recap, here are the five ideas for event videos:
Comment on industry trends
Interview with MD/CEO
Are there any ideas we've missed? Let us know on Twitter or LinkedIn and we'll share a selection of the best.