FOMO is a ubiquitous internet force felt by active social media users on a daily basis. Successful brands, festivals, and conferences leverage this “fear of missing out” by capturing event video for the rest of the world to see. You should, too.
The Power Of FOMO
You’ve spent countless hours planning and preparing for your annual conference, trade show, music festival, speaking event or book signing. All of the details are ironed out, small fires will be easily squelched and it’s finally time to sit back and collect your spoils.
But what about next year?
Live event video is extremely important for your events exposure to potential attendees, sponsors and hosts of its future editions. Of course, you can count on some user generated content to come from a kickass concert or poignant speech in the form of Tweets, Snapchats and Instagrams, but will that really help you scale your efforts for years to come?
Professional event video is not only imperative for growing your audience, it is an important ingredient to building a brand. As your event grows, you’ll garner the attention from top media outlets who add your event to their calendar each year. Until then, it’s important to create branded content from within to entice a new audience.
Let’s investigate some video from two of the largest events in America and dive a little deeper into how these brands and videographers create incredible content to scale their events.
From 37,000 attendees in 1999 to almost 200,000 in 2017 Coachella has become one of the largest and most lucrative music festivals in the United States. There’s no question that video documentation of the incredible music, art, and fashion that descends upon the Colorado Desert has a great deal to do with the success of Coachella in reaching attendees from around the globe.
Though we haven’t been hit with the 2017 version, these “Thank You” videos are a perfect example of igniting the FOMO in all of us. Not only do they entice Coachella virgins, they remind seasoned festival goers why they’ll do it all again next year.
South By Southwest has built such a big name for itself that it no longer needs to spell out its name. SXSW changes from year to year as quickly as the tech and political figures they invite to their stage. Video is extremely important to, not only, keep people informed but to showcase the unique ability to be extremely relevant.
Check out this 2018 spotlight that neatly packages the broad scope of events that go on under the huge SXSW umbrella. Of course, their library is also packed with talks, interviews, and performances that extend brand experience or act as a solid introduction.
Ignite the FOMO
As you’re planning your next event, make event video a priority. Use it to build your brand, grow your audience, draw in revenue and expand your scope. As you build your strategy, involve your marketing, social media and PR teams in the following conversations with the production team you hire.
The following points should be discussed within two groups, one internally and one including your video production team. Revisit these conversations multiple times leading up to the event.
Focus & Feel
Depending on the scale of your event and your budget, you may decide that general b-roll of the event (attendees, vendors, presentations) plus a voiceover are the only items necessary to entice future attendees. Your team may decide, however, on a few focuses such as a keynote speaker, live band or experiential marketing installation that must be documented.
Once the focus of the video content is decided, it is important to have a clear idea of the feel of your film. Is your brand extremely professional and zipped up or free-spirited and relaxed? Brainstorm different ways to express this to your videographers through words, pictures, colors or example video.
Choosing Your Team
Focus and feel are two elements you should decide before you settle on your video production team. Comparing what you want to a videographer’s previous work will ensure you’re not wasting time or money on the wrong one.
Once you find a perfect fit for your brand, make sure a few meetings are arranged with your video production team to ensure everyone is aware of the expected focus, feel and goals of the shoot.
There’s nothing trickier than conflicting schedules. Depending on your budget and the size of the crew, you may have to make hard decisions on which parts of your event are most important to cover. Producers and cameramen are humans, too. They can’t be two places at once and they have to eat and sleep (sometimes).
Schedule call times, break times and location changes down to the minute. Involve your production team in the planning by asking pertinent questions about expected travel times, equipment movement and setup times.
If everyone from the marketing manager to the sound guy is clear on the purpose, vision, and timing of your event video production, you shouldn’t have to worry about the event footage arriving exactly as you imagined. When you’ve taken the time to choose a talented video production team and planned for the small things, execution should be a breeze.