Guide: Capture Event Videos Like a Pro

As the saying goes, a picture is worth a thousand words. But what about a video?

Shareable video content is a great tool you can utilize to promote your next event. Visual consumption continues to outperform text-based posts and shows no signs of slowing down. Yet some are still hesitant to give it a try. They worry about the lighting, the angles, or the camera they have. The good news is that as long as your content is strong, your audience will give you their attention.

Plus, social media makes it incredibly easy for you to create and distribute content within the platforms themselves. Most smartphone cameras shoot high-quality video, so having an expensive camera is an option, not a necessity.

So, what exactly makes strong video content?

Highlights

Also known as “sizzle reels,” highlights should be short and sweet. They differ from other shareable videos because you have to edit all of your footage together before you share. This is because sizzles promote or recap an event, depending on when you post them. While there is no set formula for how they should be organized, think of them as a broad overview; there should be a clear beginning, middle, and end. Here are some tips to keep in mind…

• Shoot as wide as possible, because you want your viewers to take in the entire event.
• Capture as much footage as you can. This will make your life much easier when editing.
• One minute is the longest your video should be.
• Add some music! It makes a huge difference (more on this later).

Emotions and Reactions

What emotional response do you want to evoke? Regardless, this is the ultimate goal of all video content. There are a lot of elements that contribute to finding the emotion, but these are the most important…

• Get people on camera. You could interview brand ambassadors or attendees to ask them what they think of your event. If they’re not comfortable with being on camera, get footage of the crowds. That way, you still have footage of people. Just don’t stick a camera in someone’s face without asking for permission first.
• We mentioned music earlier, but there’s more to be said about it. The pace and tone of the event are great indicators as to what your music selection should be. A dubstep track wouldn’t fit with a slow, formal event, for example. You should also use non-copyrighted music. This website is a great resource for that, as you pay a monthly fee based on your YouTube views. Or, you can individually license a track.

Go Live!

The past two sections relate to creating highlights, but they can be applied to documenting organic video on social media. The latest trend is to use Facebook, Instagram, or Twitter’s live video option. All you have to do is push record. Events are one of the best opportunities to go live because they allow your viewers to experience them no matter where they are.

• If you choose to appear on camera when going live, you have to decide whether or not you want to prepare a script. It depends on the situation. Regardless of your approach, prepare key points. Your viewers will tune out if you come across as unprepared.
• For best results, speakers, updates, behind-the-scenes, and interviews are all fair game for content on live video.
• The best platform to go live on? It depends on your needs. Facebook and Instagram, for instance, provide you with real-time likes, reactions, and comments, so you can constantly make adjustments. Although, Facebook has a leg-up because they post live video to your page when you’re done. That means viewers can go back and re-watch.
• Live video is cool, but don’t overdo it. Pick and choose what’s worthy of going live and what isn’t. Also, consider how long you want your live video to be. As an example, a Q&A with a guest speaker would be longer than a footprint tour.

If live video doesn’t sound ideal, you can always post regular video to your social followings. It doesn’t have to be fancy. A simple pan from left-to-right of your footprint works well. This approach is a useful strategy because your viewers see your transparency, and therefore appreciate the unpolished content.

Video is not as difficult as you think it is. The tools we have at our disposal are convenient and cheap, meaning that anybody can produce content. The key you should take away from this guide is that the process takes practice. Once you start making videos, make more. Learn what works and what doesn’t. All you have to do is focus on telling a great story, and the rest is just icing on the cake.