3 Things to Avoid When Producing Your Event Promo Video

Posted by Cece Salomon-Lee on 06/09/2016

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Event promo videos work. They’re exciting, engaging and highly share-able for your audience. And your event should have one.

Your event promo video should convey sounds, sights and excitement of your event – consider these stats curated by Adelie Studios:

  • Social video generates 1200% more shares than text and images combined.

  • Companies using video enjoy 41% more web traffic from search than non-video users.

  • 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.

We recently produced our first in-house sizzle video for Lanyon Live 2016... but we quickly learned that producing videos isn’t as easy as it looks.

Mistake #1: It’s Just a Video – We Don’t Have To Overthink This

You design your event with a specific objective and audience in mind – and lots of little details in between. The same applies to your event video.

Solution: Put Together a Creative Brief
A creative brief syncs up with your overall event strategy and goals, while providing creative direction for your video. Make sure you include:

  • Objective – what’s the goal of the video? Are you trying to drive registrations, social branding, or maybe something else entirely?

  • Audiencewho are you targeting? (Hint: should be the same audience as your target event attendees!)

  • Tone and voice – what kind of emotion are you seeking to evoke from your target audience?

  • Video Outline – what are the key “scenes” of the video?

Your creative brief will act as a blueprint for your video – ensuring that everyone, from your stakeholders to your marketing team, is aligned as to what the final video will be.

Mistake #2: It’ll Only Take One Hour To Record

It’s only going to be a 30-second video – so we only record for 30 seconds, right? Wrong. Recording that 30 seconds of final film could take hours – and preparation could take weeks.

Also, without the proper preparation, you may forget about “the little things” – make sure you allot specific time to recording b-roll or important voiceover.

Solution: Plan. Plan. And Then Plan Some More.
Even the simplest video incorporates many elements behind the scenes. With proper planning ahead of time, you’ll streamline your recording time and reduce the number of missed shots or voiceovers as a result.  

  • Create a storyboard – a storyboard is a step-by-step visual rendering of the video before any actual recording has begun. It ensures alignment and begins scoping out the video. For the Lanyon Live promo video, we used powerpoint to create the storyboard.

  • Put together a “shot list” – based on the storyboard, create a shot list which pinpoints all the b-roll or voiceovers you have to record. Then, as you record, check off each point to make sure you don’t forget anything.

  • Schedule ample timeunless you have a standard studio set with the same lighting and audio quality, schedule time to set up and put away your equipment – 30-45 minutes should be enough. As for recording spokespeople, we recommend at least 1 hour for every 1-2 minutes of scripted video, which provides opportunity for multiple takes. For voiceovers only, you can reduce down to about 30 minutes.

Here’s our Lanyon Live ‘16 promo video storyboard


Mistake #3: We Don’t Need A Lot of Editing

According to Brightcove, 62% of people will have a negative impression of your brand if they see a poorly produced video (Source: Adelie Studios). Unless you have someone producing video full time, it's unlikely that an outside agency or internal staff will be able to produce a video instantly. Learning how to balance too little with too much editing is key to producing a quality video on time.

Solution: Finalize Videos After Three Edits
Limit the number of editing cycles to three:

  • Create a rough cut - at this stage, the main goal is to stitch together the main story: b-roll, title slides, images, and other elements. It’s important to capture all the comments from stakeholders and stack rank them in order of importance and amount of time to complete. Based on your timing, you can then confirm what to keep and what to toss before handing them over to your creative editor.

  • Combine voiceover & music with the second editwe’ve discovered that it’s easier to select a voiceover and music to fit the rough cut at this point – when your creative editor is refining the the video (adding more sophisticated elements, such as transitions, subtitles and text). The goal is to do a majority of editing at this stage.

  • Final edit and export – ideally, the major edits are completed in the first two stages. The final edit is for more nuanced changes – such as a title change.  

Conclusion: Great Event Videos Just Don’t Happen...
Like your event, a great video takes strategy, planning and time to put together. From planning, scripting and storyboarding to voiceover and editing, our Lanyon Live promo video took about 7 weeks to produce.

By taking the above into consideration, you can develop a stellar promo video that will create huge excitement around your event. And we’d love for you to share your videos or best practices online with us.


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