What can event organisers learn from Tiktok?

Humphrey Chen has a vision for events. Each one should have snackable, TikTok-style videos generated from them. This means content from a typical two-day event could last 12 months. We sat down with him at Event Tech Live to delve deeper…

What’s the issue event organisers have with video content right now?

Event organisers need to think about creating more value from their events. For example, many are already filming the presentations but what next? The answer is they need to ensure their videos get maximum engagement and then give them a long-tail  of at least 12 months. This is achieved by creating more snack-able , bite-sized video segments from their events. In essence, they need to become more like TikTok which serves users with engaging 15 second to 3 minute videos, which are highly shareable. 

Video content is not going away, in fact, it’s the new normal. There is more video being produced from events than ever before, as a result of more virtual programming.

Event organisers need to leverage this huge video content stream, rather than just dumping whole sessions online which have low engagement. 

Event organisers also usually assume that people will consume 100% of the content that’s been put out there. But time-poor attendees can’t consume hundreds of hours of content, - which results in low views and engagement.

What are the solutions you see to this problem? 

The solution in one sentence is: ‘Watch less and do more’

CLIPr and Grip, have come together to enable event organisers to use the power of data, AI and machine learning to search, connect and unlock the knowledge in their videos.

Through the Grip platform, users can now quickly identify key moments within video content, enabling them to organise, search, interact and share with ease and efficiency. We often say that at CLIPr, our mission is to help save one billion hours. We are building technology for key moments in your personal virtual library through personalized video recaps of your events so you have more time for things that matter most to you. Do more. Watch less.

Indexing your videos, so that people can easily search and find them, and so they can discover the segments of the videos that are the most useful to them. 

It is great for discoverability (SEO), increases engagement but also gives organisation new insights about which snippets and parts of the content are popular. 

New capabilities will also include more ad and sponsored content options and possibilities to help solve the wall bound problem that many organizers face at the moment.  

How do you understand what is popular? 

We do that by looking at which snippets have been watched, reacted to or skipped. 

With the analytics about what video snippets are working and are popular, you can do three things: 

1. Personalise future events based on the insights you gathered and trending topics  

2. Monetise the analytics by up-selling the insights to sponsors and exhibitors

3. Understanding what is popular will create greater engagement during your event and also greater re-engagement post-event. This (re-)engagement and increased use of content can lead to the creation of strong, successful and engaged ‘365’ communities.

What would be three tips for event organisers when it comes to their event video content?

  1. OPTIMISE FOR SHAREABILITY

You want your audience to promote your event for you. Which means you have a low customer acquisition cost. It also allows you to see what topics and video snippets are being shared and engaged with the most on social media. 

  1. BET ON THE FUTURE

We think the future is going to be about the moments that matter. It’s NOT about giving people every bit of content but rather, giving them the short focused content that’s popular, because we can understand that it’s valuable. 

See this as snack-able , on-demand content that is extremely valuable to your audience. This will extend the lifespan of your event by 12 months and not two days. 

  1. CREATE A BANK OF CONTENT FOR EVENT MARKETING

This snack-able  content can also be used for promotional purposes for future events. Snippets can be used as hooks to get look-a-like audiences to register for your virtual and in-person events while triggering a ‘fear of missing out’ or  ‘FOMO’ effect with your audiences. 

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