In short
- Decide what the next promo needs before filming. Footage cannot be recreated later.
- Write a short shot-and-usage brief: moments to film, where the video will be used, and for how long.
- Clear people, music and sponsors for reuse now, not when the campaign starts.
- Footage supports a campaign. Sign-ups also depend on the offer, timing and price.
Decide what the next promo needs before the event, because the footage cannot be recreated later. Write a short brief of shots, calls to action and permissions, and hand it to the crew with your run sheet.
Using event video to promote the next edition
The strongest promotional footage often comes from the event it promotes. You have the real room, real people and the real programme.
The risk is that footage is filmed as a recap and then asked to do a different job. A recap shows what happened. A promo makes someone want to be there next time. The two need different shots and different permissions.
What the next promo should show
Start with one question: what would make a future attendee, speaker or sponsor say yes? Then list the experiences that answer it.
| Experience to record | Example shot | What it helps a viewer see |
|---|---|---|
| The room and the crowd | Wide shot of a full hall, with no readable banners | The scale and energy |
| Arrival and welcome | Guests registering and greeting each other | How it feels to turn up |
| The programme at its best | Speaker, performer or demonstration in action | What they would learn or enjoy |
| Conversations | Small groups talking and laughing | The people they would meet |
| Short voices | Two or three attendees saying what they liked | Reasons to come, in their own words |
| Behind the scenes | Volunteers or organisers setting up | The care behind the event |
Choose only the rows that fit your event. A shot list that is too long takes the crew away from the moments you need most.
The calls to action
A promo needs one clear next step, such as register interest, visit a page or save a date. But the date, venue and registration link for the next edition may not be known on the day.
Keep dates, prices and links out of the picture. Add them later as text on screen, which is easy to change. Ask the editor for a version without text, so you can add the details when they are ready. The guide on textless video masters explains this, and the guide on clean masters covers versions without titles or music.
Rights to settle before capture
Reuse is where plans often stall. Check each of these early:
- People. Do speakers, performers and guests agree to appear in a promotion, and for how long?
- Music. Is the music cleared for promotion and for the platforms you will use?
- Sponsors and logos. May their branding appear in next year’s promotion?
- Venue. Does the venue allow its name or space to appear in advertising?
- Children. Do parents or guardians agree to any use beyond the recap?
Our filming and publication responsibilities checklist helps you list who must agree. Our permissions guides explain why this matters.
An illustrative example
For example, an annual community fair wants a short film to open next year’s call for stallholders. The organiser asks the crew for three extra items: a wide shot of the full fairground, a short statement from two stallholders about why they take part, and a few seconds of the opening moment with no visible dates.
The organiser also confirms with the stallholders that clips may be used again for next year’s call. The editor makes the recap first, then a short promo with text added once next year’s date is fixed. This is an illustration, not a past client.
Measuring the result
A promo is one part of a campaign, along with timing, price, message and where it is shared. To decide what to measure, see the event video purpose and measurement planner.
The word “promo” is also used loosely. If your supplier says teaser, trailer or aftermovie, the guide on how to brief the difference helps you ask for the right thing.
What we confirm for your event
- The extra shots the crew films for the promo, and the time they take.
- A version with no text and one without music.
- Which parts of this event’s footage are agreed for reuse, and for how long.
- How the footage is handed over so you can use it next year.
The post-event video asset planner turns your answers into a plan and a capture request for the crew. You can also read the reuse guides for more. For the films themselves, see our event highlight films and short social clips services, or ask for it in your event videography quote.
If you plan to promote the next edition with this event's footage, tell us before the date. We will add the extra shots and the usage you need to the quote, so they are filmed on the day and not missed.
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