Anyone who has produced a live event knows they can be extremely complicated yet oh so rewarding. There’s something magical about bringing people together around a shared passion for a short amount of time when it all comes together. At an event like SXSW, the energy is actually palpable and beyond the venue, attendees, exhibitors, speakers, panels, break-out sessions and of course the parties – there is a living, breathing entity.
Most event organizers I speak with would love to have video but aren’t sure how to go about it. It’s daunting, expensive and the last thing I want to worry about is another moving piece that could become a problem.
There are a few keys we have discovered to producing successful event videos but before we dive in, the first thing we should answer is why would someone watch your event video?
Literally the most common mistake for live events is not providing value beyond the in-person experience. Being at the event and watching the video are NOT the same thing, so let’s not create a video which is simply a recap for all those who didn’t spring for the registration fee.
Here’s an example of an event video we produced for Built in LA that goes beyond a recap:
Focus on making your video content informative, entertaining, educational or provide your audience with some lasting value beyond a feeling they missed out on your awesome event. If you can tap into what specifically you’re audience will respond to and like to see, the rest is easy.
Here are 4 ways to to help you produce a fantastic event video:
1. Make it Evergreen
Evergreen content stays relevant over time and is not necessarily related to a trending event (say your live event). So creating evergreen content is about zooming out from the details of your specific conference, trade show or event to find the important take away. The biggest opportunity most organizers miss is that they often have incredible talent and industry leaders in attendance but end up filming them talking about how great the event was instead of discussing something meaningful with lasting value!
2. Don’t Livestream Unless You Have To
If you’re worried about budget and cost is a concern, then absolutely rule out livestreaming your event. Don’t get me wrong, I love live video but it adds a huge amount of complexity with little upside. However, if there is a big benefit to doing it live (e.g. social media interaction) then by all means go for it.
3. Create an Outline with Interview Questions
The best place to start with topics is with your panelists and attendees. If you’re focusing on digital marketing like the recent SMX Expo I spoke at in Vegas, then it probably makes sense to produce content that speaks to that audience. Cross-reference your panels and attendees to brainstorm a few topics for video content. From there you can simply reverse engineer questions to serve as the guide for interviews.
4. Let Your Subjects Know They Will Be On Camera
It may seem overly simple but make sure to get in touch with folks in advance so they can mentally prepare. Send them a personalized outline with a few questions you created specifically for them and you’ll be surprised that many will actually be proactive to be involved and help flesh out your topics.
Thankfully, for nearly every event of any size or scope, it’s now possible to create amazing video content that will resonate with those you intend to. The good news is that there is still no replacement for actually being there in person and one of the best ways to sell your event is show how awesome it is.
If you need help producing exceptional video content for your event, click here for more info and let’s see if we can help.