6 Tips For A Successful Event Video. Video is one of the best ways to maximize the R.O.I. on your event. Video allows you to reach an audience beyond those who can be there in person, market to future attendees and share the experience with key stakeholders. While these benefits are very real, a poorly executed and badly made video can reflect poorly on the event itself. What’s more great opportunities for video content are often missed due to poor planning. Here you will find six tips for avoiding these traps and make sure you deliver a fantastic video for your next event.
#1 Proper planning and logistic
As the event organizer there is a lot you can do to facilitate the success of the camera crew. Here are some key logistical points to consider:
* Parking – Make sure the production crew has somewhere to park their vehicle and to offload their equipment.
* Storage – Provide a lockable storage space where equipment can be stored. Ideally this space should be easy to access and provide sufficient space to set up larger equipment.
* Access – Ensure that the production crew has all relevant access permission for the areas they will be filming in. This includes providing them with passes and adding them to the relevant access lists.
#2 Provide a schedule and key content to capture
Make sure your video production partner understands which content they need to capture. For example, if there is a specific speech or panel discussion that you want filmed, then this needs to be planned for.
It is best to provide the production team with a schedule of the day’s events as early as possible. Providing a schedule will allow them to plan to ensure the requisite content can be captured, time is allowed for setting up and scheduling conflicts are avoided. Even it two events are occurring at the same time both can often be captured, by for example using a second camera crew, provided that sufficient notice is given.
#3 Create a clear brief
The clearer the brief you provide your video production partner with the more likely the final video will achieve your desired outcome. Consider the intended audience for your video, what platform you will use to deliver the video and the action you want them to take after they have watched the video.
Different goals for your video require different types of equipment. For example, if you are creating a highlights video then lightweight DSLR cameras may work well, but these cameras won’t be suitable for recording a speech because they have a ten minute record limit.
#4 Consider integrating more innovative filming techniques
Whether you are creating an event video for marketing materials or to communicate with internal stakeholders you need to think about how to keep your audience engaged. There are a number of filming techniques which can help you achieve that engagement.
Handheld camera stabilization systems allow you to really get amongst the crowd and add movement to your video. For many of our event videos we use a MOVI stabilization system which enables you to get very smooth shots while moving around the room. Because the system is relatively small it doesn’t disturb attendees at the event.
One new technique we have been using recently for our event videos is the use of hyperlapse. This involves moving the camera over a predetermined distance. Each time the camera is moved a photo is taken. When these are stitched together they create a moving timelapse.
Drones are another recently popular piece of equipment that can produce stunning aerial views that would have been cost prohibitive in the past. Drones have a small camera which is attached to the drone. Flying across the event you can really capture the full scale and scope of the day. Obviously, flying a camera above the audience brings with it both safety and regulatory considerations. Drones need a licensed operator and proper permissions must be obtained.
#5 Look for additional opportunities for additional content
Events present a great opportunity to capture additional video that you can use as part of your future content marketing. Because your camera crew is already present at the event this additional content can usually be created at a significantly reduced cost.
Experts and industry insiders attending the event are often happy to spend a couple of minutes sharing their expert opinions. This allows you to create great advisory content and associate your brand with people who may otherwise be difficult to get access to. One way to help ensure that this content is captured is to brief your video production partner on an ideal list of people to interview if possible.
An advisory video will typically last 30 seconds to 3 minutes with the subject talking straight to camera. The great thing about the advisory content is that it tends to be consultative rather than sales orientated. This makes it perfect for targeting prospects who are in the “information gathering” phase of the buying cycle. You also benefit from leveraging the name recognition of the person who is being interviewed.
#6 Have a promotional plan in place
One common mistake event organizers make is to think the job of creating an event video finishes once it leaves the edit suite. Assuming you are creating your event video for the purposes of marketing then you should have a promotional plan in place to reach your intended audience. Luckily there are wide range of options for promoting your videos online. Platforms like Facebook and YouTube offer rich targeting options so that you laser target the audience. These platforms are relatively cost effective and so can be used even if you are working with a relatively small budget.
If you are uploading the video to YouTube make sure you get the fundamentals of YouTube SEO (Search Engine Optimization) right. Use a full description, include a link to a landing page on your website in the first two lines of the description and include relevant keywords (search terms) that you want to rank for in the title, tags and description. Remember that the right thumbnail can significantly increase your CTR (Click Through Rate). Look at uploading a compelling custom thumbnail rather than a still from your video to improve your CTR.
Planning and clear communication with your video production partner will allow you to achieve the best possible results with your event video. If you would like to learn more about creating a creating a successful video for your next event you can get our free “Event Planner’s Guide to Video Production” here: