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As businesses shift toward a more hybrid work setup (i.e. giving employees a chance to work both on and off site), new ways of communicating have risen in popularity.
Live streams and webinars in particular are now commonplace, as companies have started seeing the value in reaching a larger audience without requiring physical participation.
Usually, a lot of knowledge and resources are necessary in preparation of these types of events – to make them as informative and accessible as possible. You write scripts, you gather data – and you put all of that together into one single piece of captured media (whether in a live streamed event or webinar).
Unfortunately, a lot of companies tend to under-utilize that material after the event is over – when in fact, that material is an incredible asset in and of itself and should be valued and re-used.
You might call this “zero waste” for the video management world.
Live streams and webinars in particular are now commonplace, as companies have started seeing the value in reaching a larger audience without requiring physical participation.
On demand and interactive viewings
The first and most obvious way of reinvigorating a webinar is making it available as an on-demand video after the fact. This allows people who couldn’t attend the live show to watch it on their own time. It also allows participators to go back and re-watch their favourite parts.
On demand content also permits editing, and interactive editing.
With interactive editing, specifically, you can construct an interactive menu at the top of the video, showcasing all of the different topics and “chapters” of the video – making it easier for viewers to find the parts of the video they’re most interested in.
After a few interactive tweaks, you’ve created a whole new product that can be viewed as course material for clients and new leads alike.
After a few interactive tweaks, you’ve created a whole new product that can be viewed as course material for clients and new leads alike.
WHY INTERACTIVE VIDEO?
Interactive videos can give you 66% more engagement and 44% longer watch time.
Streamline your social media strategy
Anyone working in marketing or communications can testify that keeping a consistent and worthwhile social media feed can be a challenge. While keeping a presence is useful in of itself, what really gets people talking and engaged is when you post something of substance that contributes value.
Taking the full webinar video and chopping it up into more bite sized pieces suited for social media is an excellent way of nurturing the hard work leading up to the event. It highlights key segments of the different presentations, providing useful information for the viewer and potentially sparking interest to immerse themselves further in your on-demand content.
To ensure reach and conversion, adding subtitles to your clips massively boosts their accessibility on social media. Since most people browse their feed without sound it is almost essential to have your clips work while muted.
See: Why you should subtitles your company’s videos
If you’re planning ahead, you can even go the extra mile and do some quick off the cuff interviews with both presenters and audience members after the event, catching some initial reactions. These could be posted as separate clips or welded together with the presentations the person is talking about.
Since most people browse their feed without sound it is almost essential to have your clips work while muted.
Blogs, newsletters and playing the long game
Last but not least, written content is a great way to capsulate an event.
It can work both as a way of spreading awareness before the event in the form of newsletters while simultaneously act as a summary afterwards in blog form. Just as with short-form video, the different topics covered during your event can be chopped up into individual entries deep diving into what’s being discussed. But it doesn’t end there.
When creating content related to the current event you open up possibilities to doing call backs in the future. Say you’re having another webinar a few months down the line – are there topics and subjects related to your first one? Maybe some speakers are returning to follow up on their last talk? Then why not give the viewer a chance to brush up on what was discussed previously by doing a short blog summary or newsletter?
It provides context and can be a helpful resource for people who didn’t haven’t had the opportunity to watch your previous event.
With some planning and creative strategy great synergies can occur. Not only is it a helpful tool to keep a steady content stream it shows that there is a common thread in your communication. As with so much else, the only limit is your creativity.
Start contemplating how your company can nurture your upcoming webinars in the most effective way – you’d be surprised how easy it is to get the ball rolling.
GET HELP FROM EXPERTS
Qbrick is a Nordic video platform for businesses and organisations that want to take their marketing strategy to the next level.
Author
Content creator for Qbrick productions
Andreas Bard (Qbrick Production Team) is a video editor and content creator based in Stockholm.
