When it comes to event marketing, the end-goal is often an enjoyable event for the audience and brand recognition for the organizer. Although, as social media marketing becomes more and more relevant in today’s society, it is also essential that brands capture video content that can be shared in real-time, and long after the event is done.
For a large company like iHeartMedia, this means a 33-person team to capture all forms of content during their largest event of the year — the Z100 Jingle Ball.
iHeartMedia has been hosting its Jingle Ball event for over 20 years. The holiday concert features a jam-packed lineup of each year’s top performing artists. Now, in 2022, Jingle Ball is a multi-city tour that includes performers such as Dua Lipa, Lizzo, Charlie Puth, and Backstreet Boys.
iHeartMedia kicked off its festivities with the Z100 Jingle Ball All-Access Lounge event, which took place in New York City at the Hammerstein Ballroom on December 9th. The free event included live performances from artists such as Jax and JVKE, as well as booths and activities provided by Jingle Ball sponsors such as Adorama.
Establishing Objectives for Video Content
With an event this large, it is especially important to capture video content to be shared on iHeart’s social channels.
“Content is the biggest part of the event for [my team]… from the digital side. It shows off our personality. It helps our brand really expand our reach,” said Tony Molaee, SVP of Digital Programming and Operations at iHeartMedia. “We want to create FOMO. That’s our main objective.”
To do this, the iHeartMedia team plans a variety of content to be posted during the days before, during, and after the main event. These include behind-the-scenes interviews, front-stage coverage, and more.
Types of Video Content
Brands are currently expected to produce content across multiple social media platforms, including TikTok, Instagram, Twitter, and Facebook. But it isn’t as simple as posting the same content on different accounts. Each platform requires a unique format to really thrive. For the iHeart team, there are team members who specialize in each format to best suit the platform.
Short-Form Content
For Deanna Moore, iHeartMedia Digital Content Producer, she is in “the pit” during the live concert events to capture content in real-time. The pit is the closest you can possibly get to the front of the stage. It allows for up-close-and-personal footage of the musical artists as they perform.
“I’m right in front…and I record the artists on stage. I’m editing and cutting clips for social right in the moment… as fast as I can to try to get it out before the fans do,” Moore said.
@iheartradio I’d riot all night with Dua Lipa 🥵❤️ #iHeartJingleBall2022 #Z100JingleBall #fyp #dualipa #nyc #physical ♬ original sound – iHeartRadio
As of recently, short-form video content has been heavily preferred by most social media platforms. The video-centric app TikTok has risen over 750 million monthly users, and Instagram has recently changed its algorithm to reward video over photo. For Moore, this means relying on her iPhone to capture all the video content she needs
“We want to make sure that [iHeart] gets the content out first,” said Moore.
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Longer-Form Content
While short-form video content currently reigns, there is also a significant opportunity to reach new audiences on longer video platforms, such as YouTube.
For iHeart, this type of video content can range anywhere from interviews with the musical artists, to moments between artists and fans during meet-and-greets. Senior Digital Content Manager Maritza Bolivar and Digital Content Producer Nooron Eewshah are just two members of the iHeartMedia team responsible for this footage.
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“We have a lot of artists coming in and out of the Hammerstein ballroom [during the Z100 Jingle Ball All-Access Lounge event]. So, we will be filming them and, as soon as the interview wraps, we’ll quickly dump the footage and start editing,” said Eewshah.
Content Team Workflow
On the day of the Jingle Ball event, iHeartMedia had 33 people assigned to the task of making content. The team’s workflow consisted of people in front of the stage, behind the scenes, and floating around the venue. There was then a team of editors downstairs at the venue, ready to edit and post content in real-time.
Team members roaming the venue were capturing video content using both their phones and professional cameras. That content was then passed to editors to post on YouTube in real-time, with clips and highlights also made for Instagram and TikTok.
@iheartradio The vibes are elite in NYC today 🔥 #Z100JingleBall #iHeartJingleBall2022 ♬ enough by charlieonnafriday – charlieonnafriday
“This is a jam-packed day of content capture…. If you’re not there, we are going to show you what you are going to miss,” said Molaee.
In terms of gear, the content team uses both Sony camcorders and mirrorless cameras. The video footage is then edited in Premiere Pro, with some elements added in After Effects. Photoshop is also used — if necessary — for any still graphics.
How to Incorporate Video Content into Your Brand
If you’re looking to incorporate video in your brand’s marketing strategy, this doesn’t need to start at a large scale. Here are a few tips to help you get started:
- Post Frequently – No matter what social platform you’re posting on, it is important to post frequently to gain brand recognition and stay relevant in the platform’s algorithm.
- Learn About Each Platform – Speaking of algorithms, social platforms are changing constantly. Stay updated on news related to the major players (such as TikTok, Instagram, and Facebook). You can then adapt your content accordingly.
- Provide Variety – For the iHeart team, this meant providing behind-the-scenes videos, interviews, and performance highlights. Make sure your content is changing often so as not to become too predictable.
- Get Some Gear – A new camera, external mic, or gimbal stabilizer can go a long way in making your content look more professional. Check out Adorama for gear to get you started.
