September 17, 2018

Event Strategies

Quick Guide to Using Video Content at Your Next Event


Kirstin Fulton

Promote, enhance, and extend your next field marketing event with a great video content. Here are stips for adding value to your event with video.


Video is an indispensable part of contemporary life. According to a recent Nielsen report, American adults consume an average of 6 hours of video content per day. So it makes sense that video—in some iteration—is a pillar of any strong business event. Think of it this way: If you aren’t incorporating video into your event somehow (and even if you are), someone else will. So grab the bull by the horns. Promote, enhance, and extend your next event with the perfect video program. Here are four strategies for adding value through video.

Elevate presentations

Nothing inspires like a phenomenal live talk—except a phenomenal live talk accompanied by gripping video. Chances are if your event includes presenters, you’ll be facilitating video projection—so be ready. From the event manager perspective, you need to consider all the technical aspects of running video. If you’re stage managing, graciously coach your presenter on how to best use media to support (and not overrun) their presentation.

Many events are taking it a step further by incorporating new tech like augmented reality into exhibitions or live presentations. This shows a growing human tendency to experience more than simply watch a performance. While you don’t need to go there (yet), to keep your events fresh, be aware of all the newest tech trends.

Livestream to extend your reach

No, do not live stream your entire event. For one thing, there’s a whole lot happening at events that is not interesting at all. People mingling, registering, staring at their phones. Snoozefest. That said, livestream is an excellent way to engage audiences around the world. Think like a producer and be selective about what you want the outside world to see. Start by identifying what type of streaming would draw in your target viewers. Should you set up a stationary camera for timed recording? Stream highlights of the day by drone? Encourage attendees to post clips to a live-stream channel? There are oodles of creative ways to incorporate live video—but real engagement requires strategy.

Stimulate social promotion

When it comes to giving your event a bigger, more multifaceted voice, social media can be your best friend. But like any marketing campaign (and this is how you should consider event media), keeping it intentional requires constant curation.

Now we’re not talking social media promotion before your event, though this is obviously critical, and you’ll need to do all the same setup. Choose your platforms, activate event pages, and create event hashtag(s). But don’t stop there. Less than 50% of event teams are using social media as a promotion tactic during events. Take advantage of this disparity. Designate a person or team to develop and implement killer strategies to drive attention to the event as it happens—to engage attendees and non-attendees alike.

Immortalize your event

The right video can expand the reach and influence of your event. TED Conferences are a fantastic example of this. Their video library is arguably more influential than the live events. If you’re developing a TED-level event, their website is a treasure trove of tips for how to product stellar onsite video. But even if you’re not packaging live presentations to that degree, you can create video gems that will draw viewers long after your event in over. Here are a few ideas:

Create customer tutorials

Think about your end game here. What do you want viewers to see and learn from tutorial clips? Do you have a critical question to ask? Looking for product praise? Simply want to get some VIP attendees on camera, saying nice things about your company? Once you have your angle, move on to the next step.

Set up a video booth with an emcee

Get yourself a camera, a charismatic emcee, a good backdrop, and a couple of provocative questions—and you’re in business. Make sure you stage your video booth in an area that gets good traffic, but isn’t loud enough to drown out your star of the moment. This event add-on is great for customer tutorials, but also for pure fun.

Film a mark-umentary

Too much? Well, you get the point. One great way to document your event is to staff a film team to build a curated conference video. Vidyard provides an overview of how to prep your on-camera journalist and make sure only the best bits make the cut.

Integrating video into your events helps build awareness, spike engagement, create a buzz, and curate your brand. These four methods are a kick-off point for generating ever-more interesting and fascinating video content. Start small or go big. But whatever your approach, don’t overlook the power of video event marketing.

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