Get More Value From Your Event Video

We’ve spoken before about how having a professional video crew can at your event can elevate your brand and capture a moment in time, among other marketing-related benefits. The trend of repurposing event videos has made video event coverage a must. It ensures that your event will last well beyond its final banquet.

Whether used later for testimonial videos, recruiting videos, or marketing videos, the event video coverage can function to tell the broader story of a company and its mission. While video packages differ, video has proven to be a vital piece of the event itself.

“When done right, event videos should both keep the momentum of the event going and draw an even bigger crowd to next year’s event.”

In 2018, 81% of businesses used video as a marketing tool, which was up from 63% the previous year. And as mobile and streaming platforms continue to grow, video is likely to dominate marketing practices for years to come. Bringing a crew into your event is just the start. We’ve laid out some strategies on how to get the most value out of your event video package.

Highlight Reels Make Your Event Sizzle

The absolute staple of all event videos is the sizzle highlight reel. Any event from a tech expo to a corporate conference to the Super Bowl itself produces a highlight reel. These highlight reels recapture the experience through a brief, high-energy video. Through featuring sound bites and crowd reaction shots, sizzle videos aim to package the essence of the event. But unlike your average time capsule, most sizzle reels are meant to be seen right away.

While some top-tier producer/editor combos can deliver a final sizzle by event’s end, the time frame on a sizzle reel can extend the event long past its end. That is, until it’s time for next year’s event. Regardless, sizzles are repurposed throughout the calendar year as great marketing tools for social media feeds. When done right, these videos package the excitement that drove the event. This will ultimately reflect your company culture itself, and be a great marketing tool.

Live-Stream Videos Keep Viewers Rapt

It doesn’t seem that long ago when the only way to transmit a live-stream was through an expensive process that included vans, satellite dishes, and a whole mess of cables and adapters. Luckily, that’s not the case anymore. The new era of live-streaming is user-friendly, low-hassle, and can reach a wider audience than ever before. On top of that, live-streams are wildly effective. 67% of viewers are more likely to buy tickets to next year’s event.

Not every event necessarily requires a live-stream, though. Typically, events featuring keynote speakers, panel discussions, and special guest performers work best in this format. Being able to build excitement ahead of time via social media helps bring in the viewers. (Tip: For best results, start promoting the stream within 24-hours of going liveThat’s when most streaming platforms allow you to post the stream link.)

live-stream video

Studies have proven that viewers are likely to spend 8x longer watching live video than recorded video. And with more live video platforms than ever before, there’s no better time to hop aboard the live-streaming craze. Facebook Live, YouTube Live, and Vimeo are proven hubs for live content. But for those who really want to make it personal, you can embed your live-stream right onto your company website itself. Regardless of the method, live-streaming has become an indispensable tool for engaging with viewers from anywhere they might be.

Social Media Keeps the Event Going All Year

We understand, social media video is everything nowadays! Instagram’s story features, Facebook and LinkedIn’s embedded video support, and Twitter’s on-the-pulse community have made social media an inescapable hub for marketers. Spreading the word about your event has never been easier, and revisiting the memories has never been more convenient. With a video team at your event, you’ll be equipped with a pool of content to promote your company until next year’s rolls around.


Repurposing video content for social media keeps the event going as long as you want it to, and a great place to start is with sound bites. Throughout the weekend, interviews, panel discussions, and lecturers will be producing great sound bites that highlight the event’s festivities. Outside of sizzle highlight reels, sound bites lend themselves perfectly to social media cuts. 15, 30, and 60-second clips have become the standard for Instagram and Snapchat users. 

If your goal is to build brand recognition and content audience, repurposing your video on social media is the right bet.

Looking Forward to Next Year…

By event’s end, many of the attendees are looking forward to future company events. When done right, event videos should capture the momentum of the event and help draw a bigger crowd to next year’s event. Through making use of sound bites, drone footage, and reaction shots, event coverage videos can build hype and excitement and even be valuable when seeking sponsors for future events.

Events vary, and so do video packages. Special requests and projects can certainly be made way for in order to deliver a custom event video experience. Regardless, opting for a video production crew will yield far more benefits when planning ahead to a bigger, and better event next year.

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