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How to Effectively Use Video During Your Webinars

How to Effectively Use Video During Your WebinarsUsing video during your webinar is an excellent way to share information, engage your audience and increase viewing times. Who wants to listen to someone talking when they could watch a video? One reason 80 percent of all internet content is projected to be video by 2019 is that audiences prefer the medium. Even so, lots of companies have several excuses of why they can’t or don’t want to include video in their planning, operations, and marketing.

Technology solutions and service support have made producing quality video content simple and effective. The following tips will help businesses add video to their next webinar:

Varying Video Types

A wide range of opportunities exist for creating video content. Businesses can connect video type to the specific needs of each piece. This varied approach is more appealing to audiences and can boost attendance. Plus, changing content types will hold audience attention and produce ancillary benefits for marketing. Here are some ways to link different content to webinar parts:

  1. Live Streaming the Presenter

For events with more than one presenter businesses can add a live feed. Audiences can then familiarize themselves with exactly who is speaking for each part. This technology can make access easier as well. In The Business Value of Adopting Live Streaming Video Collaboration Chip Manning of VOD explains how love streams work help audiences connect “remotely, even from mobile devices like smartphones, tablets, and laptops.” Clarity as well as audience access is helped with live streams.

  1. Creating Video Clips

Varying content can work to hold the attention of an audience. It also conveys complex topics clearly. But there is added value from producing YouTube video clips to accompany a webinar.

These same clips can create an integrated marketing plan. The clips can act as digital content both before and after the event. Companies can reduce bounce rate, promote future events, and boost SEO with YouTube clips.

  1. Using Promotional Videos

Producing a webinar should build on the success of other mediums. A promo reel at the beginning of the event will set the tone for any presentation. Selections from prior events, as well as producing new content, are great ways to hype up the audience. These promos can serve as segment breaks between panels, speakers, or topics as well.

  1. Recording Sections of the Webinar

The video content strategy for any business should be cyclical. Recording sections of a webinar helps companies promote their next event. These recording can also be shared with audiences after the event. Whether a business wants to create takeaways or future digital content, video recordings are an essential digital asset.

Tips for Effective Use

Regardless of the type of video an organization decides on, quality is the first priority. Here is how a business can make the best possible use of their webinar resources:

  1. Camera Choice

Camera or webcam selection comes first for a webinar. It may dictate audio and lighting needs. And while the equipment doesn’t need to be expensive it should be familiar to users prior to starting a webinar. The camera or webcam must be level and stable before recording or streaming. Subjects need to be framed properly so the camera captures the needed content.

  1. Sound Check

Webinar video content can’t be successful without great audio. Using special microphones and measuring background noise may help with clarity and quality. This requires a review of the site ahead of time. In addition, presenters and production staff should be trained on mic use and audio requirements before the day of the event.    

  1. Proper Lighting

Recording a presenter properly requires good lighting. Without the right light presenters will be dark and murky regardless of the camera quality. Video quality can convey the quality of the topic or presenter to audiences. As a result, lighting should be prepared for the time of day and specific site.

  1. Practice.

Any production team should plan on practicing all of the above before starting a webinar. The connection between camera, sound, lighting, and presenters needs to be right for the webinar to work.  In addition, practice will help avoid mistakes and hiccups during the event.

An Integrated Approach

In Communication Changes in the Digital Transformation Daniel Newman encourages businesses to make the most of digital tools to create a unique experience. He writes, “From social media interaction to 24/7 chatbots, and from live video-streaming to app-based services, companies are catering to the type of communication their customers want.”

Businesses should make use of the different types of video to serve their audiences. It’s equally important to integrate an overall marketing and operations strategy that creates a platform for an interactive experience.

Whether the business audience is external or internal, the right combination of digital elements will produce more effective communication. The results will be measured in audience satisfaction while achieving webinar goals and a proactive marketing plan.

Photo Credit: Cadherine Flickr via Compfight cc

Sabrina George

Sabrina George

Sabrina dedicates her time to helping businesses generate leads and meaningful revenue through the use of webinars and virtual events. For over a decade, she has worked with businesses of all sizes, ranging from Forture 100's to small startups. She works to re-design their event strategy so they can deliver highly successful outcomes through a combination of best practices and the implementation of proven technologies. She currently serves as the VP of Marketing for Onstream Media, a leading provider of audio and video communications, and actively contributes to various publications including TSNN.

Follow her @onstreammedia
Sabrina George