How to Maximize and Build Event Success with Video Marketing (Part 2)
*This is the second part of a video marketing series written by guest blogger, Kristen McCabe, from G2 Crowd. G2 Crowd is the leading website for online business software and service reviews, where EventMobi ranks as a High Performer on the Summer 2018 Mobile Event Apps Report. Read the first part.
Working with a production company vs. internal filming
When it comes to video marketing, you can hire professionals or do it yourself. If you’re going to film yourself, live-streaming is a great way to go, as people don’t hold you to the same high production standards.
Sure, you know how to use your phone and hit the record button, but what about lighting, camera quality, editing shots together, and sound? A production company knows how to create a video that makes your event shine.
When you want to live-stream, on the other hand, people get that it is, indeed, live. Mistakes are okay, and you can still use that video after the event.
Let’s take a deeper look at both methods.
Working with a Production Company
When you work with a production company, the quality shows in your videos. There’s no doubt about it.
However, just because someone else is doing the filming and editing, you’re not off the hook when it comes to the work involved.
You’ll need to have conversations with the producer and create a brief for them to share with the staff who will be at the event. In addition to logistical details, make sure your brief includes the event coverage you want.
Once your event is over, you can’t go back and film it again. It’s imperative to be clear with the production company of exactly what you want them to film and how it will be used.
For example:
- Do you want wide shots and close-ups to edit together?
- Do you want footage of attendees mingling, at the registration booth, and throughout the event to create a montage?
The following video shows how an opening montage can be used. You can create this type of video to recap your event or as a short intro before speaker videos.
Having worked at post-production companies I can tell you for a fact: You need to have discussions about the post-production process.
When you’re editing yourself, you can make as many changes as you want. This isn’t the case with a production company. Every round of edits you ask for is costing them; the time their editors spend working on your project is time they can’t spend on someone else’s.
Before signing a contract, find out:
- How many rounds of editing the production company will provide. (Aim to get at least two rounds of edits: You want to see the original version, then have the opportunity to give your feedback and make changes.)
- If, in addition to your designated rounds of major edits, you want minor adjustments, (changing a font, updating a logo, etc.) you will incur an additional fee.
- The timeline for getting footage back.
Finding a video sponsor
If you want to work with a production company, but you’re short on budget, consider reaching out to some local production companies and ask if they will offer their services in exchange for event sponsor benefits.
If you find someone willing to provide their services, remember:
- Make sure you are both clear on the timeline for getting back your final, edited video: The editing needs of other paying clients may come before you.
- If you will be entitled to the same number of edits as paying customers.
How to create your own videos
If working with a production company isn’t the best route for you, there are still plenty of ways you can create and share videos as part of your event marketing strategy.
Live streaming is a free and easy option we’ll discuss more in a moment.
If you’re creating your first-ever professional video, it’s okay to start small. Videos less than 90 seconds have a 59 percent retention rate, while videos over 30 minutes only retain 14 percent of viewers.
Try some behind-the-scenes videos talking up your event. These are great videos to share on social media, where no one expects perfect production quality.
As Andy Crestodina, CMO and Founder of Orbit Media, shares, when you want to make social media videos, the basic items you need are:
- A camera and tripod.
- A quiet room and a microphone (A pop filter is also helpful).
- Natural light from a window or artificial light (A ring light is great when you’re getting started).
- Video editing software (Here, you’ll find the easiest-to-use video editing software).
If you’re on a super-tight budget, Amazon carries all-in-one products that have a selfie ring light and cell phone holder stand.
Then, get ready to take multiple takes and practice. As an actor, I can tell you: It takes time to get used to seeing yourself on camera. Be kind to yourself and don’t dwell on any imperfections; I promise you, no one else is paying any attention to them!
When you want to build your video creation and editing skills, the internet is full of blogs and YouTube channels to guide your way.
Live-streaming your event
Live-streaming is becoming a popular option for events of all sizes. When you consider the fact that people spend three times as long watching video that’s live, you can see why.
There are two popular options, YouTube Live and Facebook Live. Even if you don’t consider yourself a tech pro, it’s easy to learn how to go live on Facebook, YouTube or Instagram.
Best of all, you can use them for free!
Interviews are a great option for live-streaming. It is the easiest way to create video content, and is especially effective for interviews.
As discussed earlier, you can interview anyone at the event, including staff, sponsors, attendees, and speakers.
You can even live-stream speaker sessions themselves; although, you will need a great seat, good sound, and a phone tripod if you go this route. (No one will watch to watch 45 minutes of shaky footage as your hands move up and down!) Oh, yes, and make sure your phone is charged and you’re close to an outlet just in case!
Live-streaming in event marketing requires promotion. If you want people to tune in, you have to let them know the live-stream event is happening and give them a reason to attend and attend LIVE.
Finally, don’t forget to ensure you are legally live-streaming your event. The rules are fairly basic, but it’s best to avoid any risk and inform yourself.
How to use your event videos
Now you’ve captured your video footage, it’s time to put it to work!
Here, we’ll discuss three ways to share your videos. In reality, the possibilities are endless.
Look for ways you can share video across all marketing channels before, during, and after the event. Then, if it’s an annual event, get ready to maximize that footage and share it again next year!
To truly get the most of your event videos, remember to include a call-to-action (CTA) at the end, especially on your YouTube channel. Now that you have someone’s interest, don’t lose it!
For example, at the end of your video, ask viewers to:
- Check out your upcoming events,
- Subscribe to your YouTube channel, or
- Sign up for your email newsletter (They’ll want to stay informed of your next event, of course!)
Make sure you share a link and make that next step easy for the viewer to fulfill.
Social media during the event
Don’t wait until your event is over to put video to use: Maximize it during the event too!
Share quick interview snippets, keynote introductions, or whatever highlights are easy to share without editing. Do everything you can to build your social media presence and gets those likes, retweets, and comments. (You know you want that event hashtag trending!)
If you’re running a multiple-day event, share videos that recap each day’s activities and promote what’s still to come.
Sharing the videos with attendees
Whether you live-streamed the video yourself, or you’re working with a production company, do everything you can to get your videos produced as quickly as possible, while they’re still fresh in the mind of your attendees.
Send links to videos in your post-event emails. Embed them on landing pages, driving traffic back to your website. Continue those social media shares: by tagging (and thanking!) each person who participated. You’ll have a reason to share your video multiple times after the event. This is especially true on Twitter, where it is common to repost the same content.
Event marketing using YouTube
Without a doubt, YouTube is one of the best places to share those videos. It has taken you time to create them; now you want them seen!
Plus, when people are considering your event next year, you can bet some potential registrants will check out your YouTube page to see past events.
This is also an excellent way to spread those event marketing benefits, such as increased credibility and thought leadership, to an audience across the world.
When you’re sharing videos on YouTube, make sure you choose a YouTube thumbnail that will increase interest to get you more clicks and views. You can pick one of three auto-generated thumbnails in just a few seconds or create a custom thumbnail.
Events and video: A partnership made for marketers
Yes, video marketing takes time. When working with a production company, it can take some money as well.
However, you’ve put plenty of time and money into the event itself. Why not make the event benefits last all year round by preserving those highlights on video? You’re sure to reap the rewards.
Recommended Read: 6 Ways to Use Videos for Event Marketing