Investing in video for events
No other medium can truly show the energy or the atmosphere from an event better than video, and In the event world: Energy Drives Success. That meaning, the feeling of inspiration, (think guest and keynote speakers) relatability (watching the sheer joy unravel when a winner at an awards evening is announced) and excitement have no match better than video when it comes to marketing your events..
Creating video content for your events is super important. Whether that be for use before, during or after. Producing great video content before an event is a great way to drive ticket sales and get people excited about what’s to come and in some ways can be used as a ‘trailer’ or ‘teaser’ for an upcoming conference.
Video captured at an event could be used to keep viewers up to date in realtime (Facebook Live) or if there are keynote speakers, talks or exhibitions then these could be captured to be displayed across social later. As well as this, capturing sound bites and testimonials, feelings and thoughts of attendees on the day is a great way to drive engagement after the events taken place - content like this is also great for using in your marketing strategy when it comes to marketing your next event. Nothing sells better than peoples genuine feelings and thoughts.
From idea inception you always need to think of output. Where are your videos going to be hosted, shared and viewed? A video created to be displayed and viewed at an event is a very different beast to that of a video created specifically to be shared across social media. Even when it comes to social media there are different guidelines and rules you should take care to consider. None of these are rigid, and all up for your own interpretation but I would strongly consider the following.
When working with video to be shared across Facebook and Instagram, plan exactly how you intend to share them. For a video being featured in your standard facebook feed, a regular HD 1920x1080 video may well suffice, but for an Instagram feed I recommend displaying all video as Square. As for Facebook and Instagram Stories the format is different again. Due to the rise in vertical video from people creating vlogs and sharing their story via Instagram, Facebook Stories and indeed Snapchat - It has absolutely become the norm to output Vertical video across these platforms!
Because of the majority of this type of content being produced on mobile and smartphones, ‘Stories’ content is usually more personable and intimate and tends to be of lower quality and in some ways is expected to be.
Video is going square in 2019
As I’m sure you’ve noticed, video is increasingly showing up in a square format across social media and that’s only going to become more prevalent in 2019. Square video takes up 78% more room in a persons mobile newsfeed than traditional landscape video. It’s with this fact that we advise you start shooting with square in mind. In the same way you need to be mindful of how your shooting for ‘Stories’ content.
CAPTION, CAPTION, CAPTION
As outlined in the video (at the top of this blog)) if there’s one thing I can’t stress enough it’s that with every video you create that’s going to land on social; Caption. Caption. Caption. From within the Facebook Video Upload Window there’s a subtitles & captions button (as seen in the photo above). In here you can either cycle through your video and write down what the talent in your video are saying, if you’ve created the subtitles/captions in a NLE (Non Linear Editing software application) then you can upload that here, or indeed use auto-generated captions - although these tend to be sketchy, and I personally wouldn’t recommend this option.
All of these tips above can be applied for all and any video, but are all super useful when it comes to events.