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Marisa Uluski When planning to capture content at your event, it can be easy to think only in terms of highlight reels or event photography. But how do you make your event live beyond the day of the event?
It’s important to think ahead and figure out how to make your content work for you year round. An event is a great opportunity to capture this content because it’s the best way to be efficient with your time and resources. All of your thought leaders and target audience members are in the same place at the same time. And filming over the duration of your event can leave you with lots of content to fill your marketing calendar post-event.
We’ve done this with many of our clients, but one example that comes to mind when talking about this content capture is our work at the Administrative Professionals Conference. Our team has worked with theirs for many years to bring their event to life with photo & video capture, A/V support, podcast recordings, a headshot booth, etc. Here is how we approached content capture at the conference for the past two years.
In 2024, we interviewed 20 attendees over the course of the 3 day event. Prior to the event, we worked with the conference team to identify topics that are important to their audience or relevant for their business purposes. Things like sponsorship, general event experience, networking opportunities, certification and membership information, etc. This informed who we spoke to on site and what questions we asked these attendees. Each topic would be it’s own reel.
The purpose was to create content that would be short and digestible; perfect for social media! We took short soundbites from each interview and incorporated a few different voices in each reel. We also used quote graphics to help the pacing of the reels alongside b-roll. These helped tie all of the videos together so it felt like one cohesive suite of content.
All in all, we produced 15 reel-style videos. Now, these videos are being used on their social media. Some were also used on the screens in the main room at their event the following year.
In between main stage sessions, a collection of these videos were run intermittently on the screen in between informational slides. This is another great way to get your target audience to view your content because they’re all together in the same room! Not to mention it’s a great way to repurpose the content that you’ve already created.
In 2025, we decided that we didn’t need to focus on verbal testimonials; we recorded so many the previous year. Instead, we shifted to shooting for quick-hitting, short b-roll reels. Again, we asked the conference team ahead of the event what content they wanted to highlight on their socials. That way, we knew exactly what we would need to shoot. Things like showcasing networking opportunities, main stage moments, the fun & social parts of the event, and more.
Going in with a plan, we shot and edited 6 social reels that they can use ahead of their 2026 event. In the edits, we used fast-paced music and edited with quick cuts to make the content snappy and interesting to watch. The goal is to stop the scroll.
Some of those reels were edited real time and posted right after the event to capitalize on the attention and energy from the conference. Similarly to the previous year, one of these reels was also reformatted and shown in the main room on the last day of the event. It was a great way to use the content in real time.
Although the main focus was not on capturing a plethora of interviews like the year before, we did go into the event with some targeted interviews to capture. So in addition to capturing all of this b-roll for fun social content, we also did three more in-depth interviews. We knew ahead of time what videos the conference team wanted to use post-event and used this to inform our questioning once again. These will now help us edit three other videos to use on their website and to supplement their marketing materials.
In both instances, we took advantage of all these people being in the same place and captured as much content as possible. If we planned on interviewing the same 20+ people outside of this event, it would take longer to schedule and coordinate. It was much more efficient to record all of this video at the conference.
Over the course of 2 years worth of events, we’ve created over 20 pieces of content that they are still using to this day. It has helped them fill their socials with video content that is both informative and fun to watch! And now, going forward, we have a backlog of content that we can use for any additional content in the future.
What’s important to note here is that we went into the event with a plan. It’s not always the best use of time and resources to go and record a bunch of content without any specific ideas about how you want to use it in the future. Sometimes, content ideas will present themselves as we’re at the event or beginning the editing process, but it’s important to go in with a goal to at least start somewhere!
