Branded content in events: five best practices to embrace today

By Ben Heaysman, Film & Content Creator, Sledge

When the pandemic first began, the event industry quickly made the switch from in-person to online experiences; however it didn’t take long for virtual conference call fatigue to become a very real issue.

This led the sector to really hone in on high quality branded content, and it became one of the key factors that contributed to the success of virtual, and later, hybrid events.

While in-person experiences are possible again, audiences’ penchant for high quality branded content within live spaces remains. It’s also worth noting that some people prefer to consume events virtually now - they are expected to grow at a compound annual growth rate (CAGR) of 23.7% between 2021 to 2028 - and many brands and organisations are taking the hybrid route in order to cater to both virtual and in-person audiences.

Find the right locations for your footage

When it comes to capturing your content, look beyond the boardroom or traditional event venue, and head out on location instead. Seek out interesting spaces that are aligned with the brand or organisation, and complement the subject matter.

Aim to source multiple locations to mix things up and create a TV show feel, and capture content from various spaces within these locations, with a focus on the elements that make them unique and tie back to the client’s story, vision and offering.

Embrace a bite sized approach to content

A 2021 report found that 58% of people will watch a video in full if it’s two minutes or less in length. Recommended timings vary depending on the social network and channel, however for some of the most popular platforms - think Twitter, Facebook and Instagram, short and snappy video content is the way to go.

In the event world, this approach can be adopted by editing event content and interviews down into snackable teasers and highlight pieces, or creating animated explainer videos which take big picture information and break it down into smaller, complementary content pieces. These can then be interspersed throughout the event as it unfolds. 'Ads' and mini guest interviews are a great way to break up the content too, and allow audiences to refresh and reset as the event switches gears.

Put your digital platforms to work

A branded content strategy will be most effective when it forms part of your overarching event marketing strategy. It’ll ensure consistency of message, and you’ll be able to make your owned platforms work most effectively for you.

Creating vibrant, highly visual and educational content and sharing it at the pre-event stage will generate buzz and increase attendance, by offering your target audience a taste of what they can expect if they join the experience.

Sharing session or daily highlights and takeaways in real time through branded content will extend the reach of your event, as it allows those who haven’t tuned in the opportunity to join the conversation. Post-event content pieces like this offer further amplification opportunities, while also acting as a memento of the experience for those who attended.

Make the openers and closers count

Opening films present brands and organisations with the opportunity to drive engagement from the get go and encourage attendees to stay on for what’s to come.

To really maximise this opportunity, it’s important to not only introduce the event, but have talent like industry professionals and heavyweights share thought provoking, exciting and encouraging messages, and look to animated content, motion graphics and music to draw the audience in and build excitement. On the other hand, closing films are a great way to reflect on the highlights, while also continuing the conversation with attendees through a call to action, offer or promotion. In both instances, curating production and lighting to match the colour scheme and overall branding and theme of the event will create further impact.

Check - and maximise - your tech

It’s important to have the right kit in tow when capturing content - think 4K and 6K broadcast and cinema cameras, high-end LED lighting, and the latest sound recording systems. Then, leverage film techniques like animation and motion graphics to seamlessly sew your footage together.

Other creative ways with tech include the use of remote cameras as a means of capturing speakers from less obvious locations, and they provide a unique, BTS-esque perspective. Linking interactive elements like polling to branded content is another way to get audiences involved, and for the added wow factor, look to 360 cameras to provide an end-to-end viewing experience, complete with VR and AR headsets for virtual and in-person attendees.

It’s clear that branded content in events, in particular high quality branded content, is here to stay. Luckily for us, it can be leveraged to drive audience engagement in a number of ways.