Panel discussions are happening everywhere. They’re staples of professional and educational events that are engaging, thought-provoking, and packed with information. So why isn’t everybody filming their panels?
The amount of video content a one-hour panel can yield for marketing, educational, and social media purposes is astounding. From breaking it up into smaller segments for the web, to editing the highlights into a sizzle reel, to using sound bites for future projects; panel discussions are absolutely worth filming, and filming well!
In this blog, we’ll walk you through the fundamentals of nailing a high-quality panel production and all the ways you can increase the value of your event.
It Starts with Quality
Sometimes a camera propped up on a tripod just won’t cut it. While panel discussions are generally engaging for those who attend, watching them online can be another story entirely. So, whether your video is for internal purposes, or for the entire web to enjoy, the quality is the key.
Camera Angles to Bring Variety
Depending on the budget of the production, most panel discussion crews will opt for a two or three camera set up. While one camera will always be shooting a wide shot of the panel, the second will be collecting tight shots of the speakers. For shoots lucky enough to have a third camera, the additional flexibility offered can be a great asset to the production. From gathering crowd reaction shots, to tight shots of an audience Q&A, to capturing B-Roll of the event space, the third camera really takes the viewer right inside the event.
When it comes to quality, the visuals are just the start. Being mindful of the audio configuration and the lighting levels of an event will be vital for the final video.
Edit with Your Audience in Mind
The final ingredient in delivering a great panel discussion video comes in the editing process. Delivering the raw audio and video footage to an experienced editor who knows how to keep an audience rapt can do wonders to your video’s watchability. Like many videos, panels can suffer from the lingering shot that overstays its welcome. That’s where the different angles come into play. A skilled editor that can finesse the different shots into a fluid whole can take the video quality to a entirely other level.
A Russian Nesting Doll of Content
Cool, your event is finished and the final edit is in. What you have now is an hour long panel discussion compressed into a video file. But is anyone online really about to sit down and watch this entire thing? While there are niche audiences out there, the odds are that the average viewing public is not going to watch the entire panel. And it’s here where creative editing becomes your best friend.
Batches of Content
A good production will yield a flawless panel discussion video. A great production will be able to take that footage and create batches of different videos to target a broader audiences. We could sit here and do the math: 60 minutes equals six ten-minute videos, or 60 one-minute videos, or 4 fifteen-minute videos. But what really matters here, is the flow of the content.
Customized Edits for Different Platforms
Cutting up the videos by topic, speaker, or sound bites is a great place to start. From there, you can start thinking about tailoring each video to a specific social media or video platform. With endless video platforms out there come endless potential viewers. That said, the more quality content you’re putting out, the greater the likelihood of finding viewers that your message resonates with.
Marketing Assets for Years to Come
A great panel discussion should be organized, informative, and captivating. It should also speak to the mission of the event’s host. Of course, the objective of every panel is different. From educational forums, to stakeholder’s meetings, panels speak to a wide range of agendas. But when all is said and done, each panel should communicate a message consistent with the sponsor’s branding. And for this reason, panel videos can play perfectly into a company’s marketing campaign.
Video content marketing is currently experiencing a heyday like it never has before. Company websites, as well as channels on YouTube, Vimeo, LinkedIn, Instagram, SnapChat, Facebook, and countless others have given an unprecedented content platform to marketers of all shapes and sizes. This makes it no surprise that in 2019, 81% of businesses are using video as a marketing tool (up from last year’s 63%).
So how can a panel discussion play into your marketing plan? It’s easy. As experiential marketing has taken off, more and more companies are turning to events to put a face to their mission. Video coverage of such events can be a great opportunity to receive video assets that can be used in anything from commercials, to sizzle reels, to company story and business profile videos down the road.
What Are You Waiting For?
Recent studies show that 66% of video marketers get more qualified leads per year. Year after year, we’re realizing that video can be so much more than just a tool for advertisers. It can be a powerful way to connect businesses and also an effective means of educating audiences about new products and services.
There’s no doubt that panel discussions carry tons of value in themselves. But, unfortunately far too many companies aren’t seizing on them as opportunities to market the experience to a new audience. That’s where video comes in. What professional panel coverage offers is not only a recorded document, but a platform to boost your event’s visibility before the next one rolls around.