Over the last few years, online content has been increasingly dominated by video. In fact, video accounts for nearly 80% of internet traffic, and more than half of marketers believe that video is the content that reliably produces the best return on investment.
This was true even before the COVID-19 pandemic that forced most of us to move from in-person events to virtual, video-based ones. The challenges the world has faced in the last year due to the pandemic have made video even more important. And, even with the vaccine rolling out, it’s likely that the convenience and reach of virtual events are here to stay.
For businesses, this means that corporate event videos have moved from nice-to-have to completely essential.
What Is A Corporate Event Video?
While the idea of a corporate event video might seem self-explanatory, the range of what is possible is significant – and the different ways it can be used – is significant.
Corporate event videos can vary by format and purpose, from live-streamed event broadcasts to pre-recorded content delivered through video on demand (VOD). And while some corporate event videos may be brief previews of upcoming virtual conferences, other corporate event videos may last hours or even add up to a full day of virtual programming.
Strategizing Your Corporate Event Video
When strategizing the type of corporate event video, you and your organization want to create, it can be helpful to consider when and how you’re planning to use them in relationship to your event.
Before Your Event
Videos scheduled to be released before your big event are usually short presentations designed to remind people to save the date for your live virtual event and to get that audience excited for the big day. These types of corporate event video may feature welcome messages from your hosts, video from previous events, clips of keynote speakers, and content teasers. Videos like these can be distributed through your website, across the internet through social media, and even via email, so always make sure your pre-event video includes a call-to-action to get people to register and spread the word.
The Event Itself
Now that so many companies are running virtual conferences, town halls, and meetings, livestreams of these events have become one of the most popular types of corporate event videos. Whether your corporate event is virtual or in-person (or a combination of the two), a livestream can be a great way to capture a bigger audience. Remember that making sure that live broadcast is engaging for remote attendees will require advance planning in terms of content and production values.
After the Event
Recording your corporate event broadcast or livestream means your event will never be out of sight or out of mind, even after it’s over. You can use videos to remind people of how much they enjoyed – and learned – from your event, but there’s no need to stop there. They can be used for social media promotion, drumming up interest in next year’s event, and – depending on the nature of the event – may even present a revenue stream going forward.
Ultimately, a corporate event video is only limited by your imagination and the needs of your organization. It can be two minutes, two hours, or an entire suite of videos designed to deliver the content of a multi-day event.
How To Plan Your Corporate Event Video
Whether you’re looking to livestream or create pre-recorded video on demand content (why not try both?), creating corporate event videos always requires advance planning. You’ll need to decide what you want to broadcast and record, who you’ll want your video to be available to, and when.
- Decide On the Scale Of Your Production
Early in corporate event video planning, you’ll need to consider production, delivery, and content issues and decide which aspects of these tasks you’ll address in-house. Today, anyone can be a broadcaster, and there is a huge range of webcasting options that start with being able to broadcast directly from your computer. Options like this mean you’ll be able to avoid complicated technology for more informal corporate event videos.
For larger audiences and slicker production values, you’ll be looking at a scenario that involves a set up more like a television studio with professional cameras and lighting. Perhaps your organization already has experience with these types of high-end webcasts, but if not don’t worry, you’re not going to have become an expert on production if you don’t want to. Outside support from white glove production services is always an option.
- Use A Video Platform That Can Support All Your Content Delivery Method(s)
For your corporate event video, you’ll want to use a single video platform that can handle both livestreaming and video on demand. The platform you will select should be robust enough to handle the amount of traffic you expect for your event and videos. Additionally, you’ll want to make sure it can support your ongoing video needs, act a repository for all of your company’s video collateral, and provide analytics that can help you assess the performance of your corporate event video.
- Recruit Your Speakers
Once you’ve got those technical details sorted out for your corporate event video, it’s time to start focusing on content. Be sure to recruit the appropriate speakers for your videos – whether they are internal to your organization or guests for your virtual event. Work with them to establish content and scripts and get them onboard with promoting your corporate event video to relevant stakeholders.
- Practice, Practice, Practice
Just like a live event – and maybe even more so – a corporate event video requires practice whether you’re going live, recording for future use, or both! Even experienced video presenters can benefit from a run through or two to make sure every aspect of your production is going to plan. Additionally, practice runs provide an opportunity to further refine your content and presentation.
- Get Feedback
If possible, have a limited audience for your corporate event video practice sessions so that you can get feedback that’s reflective of your audience’s needs. Also ask the participants in your corporate event video for their feedback on the process – is there something you can do that will make broadcasting and recording easier for them? Was there something that didn’t feel smooth in the run through? Never overlook your corporate event video talent when getting feedback before presenting your final product.
- Go!
Once it’s time to actually broadcast and record your corporate event video, focus on connecting with your audience during the presentation. Then, review your post-event analytics to get a sense of the most popular moments of your broadcast. This data will help you refine future corporate event videos you do and also provide insights that can help you utilize popular video content moments in collateral going forward.
Corporate event videos are a constantly evolving format and are reaching ever-increasing audiences. There’s always more to learn and new ways to up your game, whether you’re creating your first corporate event video or you’re already an experienced broadcaster. But as long as you prioritize audience needs and ease of use, you’ll be well on your way to success.
Want to learn how Kaltura can help you with your next corporate event?
