Leading Meeting Professionals

Professional Convention Management Association

November 24 2015

3 Rules Every Meeting Professional Should Know For Better Video

David McMillin

YouTube, Vimeo, Netflix, Hulu, Amazon, Vine, Perispcope, and more — the list of places to stream video is growing larger as more users turn their eyes from their TVs to their devices. Recent studies from Nielsen show that Americans are all spending an increasingly large portion of their time consuming video via smartphones, tablets and computers. As consumers, we are demonstrating our preferences for how we want to consume information.  As meeting professionals, why not borrow proven engagement tactics from consumer video services?  As more prospective attendees and members watch digital videos, there is a huge opportunity for meeting professionals to connect with them.

To get a sense of how the meetings industry can capitalize on the surge in digital video consumption, I caught up with Sean Patrick Keen, Product Manager at INXPO, in advance of his upcoming free webinar for the PCMA community. Here’s a look at three key lessons every meeting professional should know about a successful video strategy.

1) This is not about creating a Hollywood-level production.

“There’s a common misconception that there is a tremendous financial barrier to entry with video,” Keen says. “You don’t have to aim for the stars in terms of production quality.”

Rather than assuming that a good video requires loads of gear, a full crew and a massive budget, Keen recommends starting small.

“User-generated content can generate as much interest as Hollywood movie trailers,” Keen adds. “It’s more about getting your message out to the world, and more important than anything, it’s about engaging your audience.”

2) One hour is not a magic number.

“Often times, video content in the educational realm gets rounded to a default setting of one hour,” Keen says.

While Keen says that there is no official rule regarding video length, he says he is trying to steer clients toward shorter snippets of content. As viewers juggle responding to emails, going to meetings and checking off a range of other items on to-do lists throughout the day, Keen suggests that more concise video has a better chance of fitting into those busy schedules.

“If you’re planning a webinar and you can get your entire message packed into 15 minutes, that’s the way to go,” Keen says.

3) Who’s watching is more important than what you’re saying.

“I often advise my clients to start by thinking about the audience instead of the messaging,” Keen says. “If you can take an audience-first approach, it will go a long way in driving how that content comes to life.”

For example, Keen draws a distinction between crafting a marketing video and creating educational content. In the marketing world, Keen says that the video creators are tasked with figuring out how to capture attention and how to earn a viewer’s trust.

“It’s a completely different game with educational content, though,” Keen says. “These viewers have already demonstrated the initiative to learn by coming to the website to look for knowledge. While it’s still important to aim to create an engaging video, the focus is really on how to best relay the information.”

Interested in more of Keen’s insights into how you can give your organization a competitive edge with digital video? Click here to register.

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