Is the two minute event video dead?
The world of Corporate Event Video is changing, fast!
Events are optimal opportunities to capture video content. Whether it’s a two-hour networking event, a two-day summit or a two-week accelerator program, events are occasions when like-minded people within a particular target audience get together. However, many enterprises aren’t making the most of event video marketing. Too often, organizations are sticking to outdated production practices and not capturing content that informs their audience, and search engines, that they’re a leader in their field or craft.
There are two sets of opinions on event video strategy and each one brings a valid argument to the table. One strategy follows the classic philosophy that the three minute event highlight video has never been more effective, and the usual claims of a long lifecycle and a consistent and steady return on investment still hold true. Camp number two claims that it’s time for change in the entire philosophy of an event recap video. The diversity of opinions couldn’t be clearer as exemplified in the headline of a recent Entrepreneur article entitled "The 2-Minute Event Wrap Video Is Dead. Time To Try Something New”. There’s also a third approach to the conversation that advocates for dropping the recap video altogether and use live web streaming as the new proven strategy to reach the largest audience. Is it time to try something new?
As usual, the best approach lies somewhere in between.
The New and Improved Recap / Highlight Video
The classic two to three minute highlight video is not dead, it may just need some new life and focus. Let’s look at the typical client request, the client asks for:
- a two minute video with high energy music,
- we’ll need lots of people shaking hands,
- throw in shots of people laughing
- don’t forget lots of pans of the sponsor signage
- and of course get a sound bite from the CEO, and then another one from an attendee saying “I learned so much, I can’t wait to get back home and put it into practice, and the food was so good – see you next year!”
While this formula isn’t necessarily bad, and many feel comfortable with its time tested format, there are some different approaches that producers may want to incorporate to add a fresh feel to a common format.
- Determine a topic for the video that is in line with the company’s current marketing or product campaigns and create interviews and sound bites that are relevant to the topic and not solely focused on “how great the event was”.
- Change the CEO bite into a longer segment that doesn’t talk solely about the amenities of the event, but one that addresses important industry insights that have a relevance to the event. The CEO should talk about a topic or product that is in-line with a current company marketing or product campaign.
- Prescreen and brief your interviewees in advance. Identify people who can speak well to the current marketing topic and send them the question in advance so that they have time to prepare a thoughtful response.
By keeping the video focused on the company’s marketing message and current campaigns you will create a useful video product to deploy across many platforms. A carefully crafted video will still maintain the “fun” atmosphere of the event, but also convey meaningful and relevant parts of the organization’s overall marketing message.
The Live Stream Event
Live stream, web stream, or webcast are all a terms for using a camera and a fast internet connection to broadcast an event live over the internet. The stream can be open for anyone to view, or it can be limited to a set audience that has the credentials to access it. We’ll leave the technical details and best practices for a later blog. For now, here are some tips on how to have a successful event and prolong the usefulness of the event video.
1)Promote the event agenda.
Invest a little extra time into the invitation, clearly explain what will be discussed and why, convey a sense of importance to your audience. If resources are available create and send video invitations directly from the executive speaker or main presenter, with a preview of what will be discussed. The more attention you pay to promoting your event, the more importance your audience will assign it.
2)Practice, Practice, Practice
Whether the event is an executive presentation, a panel discussion, or a live music performance, it is important to have as many on camera participants as possible take part in a walkthrough. This exercise will not only make the participants more relaxed during the event, but it can also point out any parts of the program that need last minute changes.
Whenever the format, topic, and technology permits, the event should include interactivity with the attendees, both live and connected. Nothing lends authenticity to a presentation than allowing the unscripted interaction with the audience.
While short, informal, and small audience events are fine for Facebook Live or Periscope, a professional event needs a professional production team and state-of-the art technology. A poorly produced event or one that has technical difficulties will not only make the event a disaster but it will create a long term negative view of the company for all who tried to participate
5)Post Event Feedback
The right enterprise video platform will tell you a great deal about the engagement of your event—such as global reach, how long the audiences participate and who engaged in Q&A. But a basic post-event survey can add a great deal of color around effectiveness of message as well. A simple post-event questionnaire can help your team drill down to the key question “did the audience understand the message?”
A follow-up note, or better yet a video, is crucial for driving continued engagement. Underscore the main message, share positive feedback and acknowledge what the presenting organization also learned in the exchange. The follow-up message is a powerful way for an organization to demonstrate accountability, as well as a great opportunity to provide answers to questions the speaker was not able to address during the live event.
7)Repurpose, Repost, and Reuse.
Get as much mileage as you can from the event video. Post the event in its entirety to your company’s YouTube page. Create ten and thirty second promotional videos for Instagram and Facebook. Edit together clips on single topics and make shorter single topic versions. These are just a few ideas on how you can increase the return on your event cost and keep the topics and the event relevant for months to come.
Whether it’s a highlight video from a big company party, a recap of a 5 day trade show, or a full day interactive stage presentation, using video as a part of your organization’s event schedule is an absolute must. From marketing campaigns, to public relations, to corporate and employee communications, video is now the most effective way to communicate and form lasting impressions with your target audiences.
Creator House Media is an industry leader in video production for all type of events. Contact us anytime for a no cost consultation on any of your event production needs.