How to get more and better video content from an event
Events are great places to harvest video content.Â Not only do they frequently provide a festive backdrop of people having fun, but they also typically have lots of opportunity for shooting *different types *of content.Â It’s always great to plan – but live events have a life of their own and there can be many variables that aren’t known even to the event’s planners! (rain, small turnout, traffic, etc.) Bottom line is that you have toÂ be ready for anything and adapt to the shooting situation. I find that…
Many clients only have the general notion that they want to shoot *some *video at an event, to document and share, but the plan doesn’t get much further than that.Â That’s a shame because events can yield content that addresses many of the business issues they face. Here are a few tips for these situations and ideas for how you can easily use video for a variety of business uses:
What’s the goal(s)? Is the goal to tell the world about an event that just happened? If so, maybe getting a video edited and posted fast is important. If you want to interest others in attending similar events, maybe that means thatÂ a polished and attractive and engaging piece is the best marketing tool. The big take away of this article really is: Know what business goal you are trying to achieve.
Short is better *It’s easy to go overboard and make a really long video. I find that a few well targeted sound bites about the event with some extra footage of what’s going on can be edited into a 1-2 minute video that you can share on your website, You Tube and social media for an added visibility boost.
SEO benefits I think there’s a great opportunity at these events to make several different videos on different aspects of the event: the preparation, the cause, the guests, the food, the music, you get the idea. Not only will you have more content but if optimized with keywords and meta-tags, it can really help boost your visibility in search. **
Customer Testimonials Events are a lively and consolidated way to get customer interviews in one time and place. You can ask them a couple questions first and then ask how they feel about your product or service last once they are warmed up.Â If there’s free food and drinks, even better! They’ll probably be more likely to come and be relaxed and upbeat.Â Other than a test-trial, nothing is more convincing in B2B-land than customer testimonials.
*Answer online audience questions *It might make sense to have some guests or hosts answer some questions related to the event. They can then be used as “how to videos’ on You Tube that viewers can stumble upon while looking for answers.
*Make it about one thing *By keeping each edited video about* one thing *it can be far more targeted for purpose and audience and have a stronger ‘call to action at the end. I like the rule of': make 1 video=make 1 point.
*Find the action *Video is about motion. Find what’s moving and happening at the event: what’s the focus? Once you have footage of that, get reaction shots and reaction statements from other attendees.
Lights & sound With ubiquitous mobile phone cameras, it’s easy to overlook the professional tools of video production…until you realize how dark and loud your event is! Once you get there, it may be too late to do anything about it. If the video is important, spend a few hundred or couple thousand on a crew/shooter who has the gear and training to deal with those situations.
*Papers please *You might need to get permission to film or air the images of the people you shoot. I’m no lawyer but my rule of thumb is if they are in a public place, they have no “expectation of privacy’ and can be used in a video. You have to be careful though, you can’t use their image endorsing a product or in libel. It’s also a good idea to get the spelling, title and contact info of the people who you interview, you may want/need to ID them in the video.
Gravy In addition to video shot with a camera, maybe there are also Power Point slides, images or video that was shown at the event that can be used in your event video. try and make sure to get them while you’re on site, much harder afterwards!
Hot Potato *Seems like these situations can move fast so don’t forget to consider where the video media will live after it’s shot. Who will transfer it from the camera and edit and archive it? Who needs to review it before it’s shared and what revision period might be needed?*
*Music Matters *Make sure you don’t accidentally record and post video of someone singing ‘Happy Birthday!’ That song and many others are copyright protected and for a larger brand, there is a fair chance of getting discovered and sued. *Ouch!
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