An event is over quickly, but the content from it can work for weeks, if it is captured well and shared while people are still talking about it. We have covered a book signing with MostlySane at Midland Book Shop and the Barbie activation with Maya Toys & Sports, and a few habits have stuck.
Before the day
- Walk the venue and note where the light is good and where the crowd will gather.
- Agree the three or four moments that matter most, and make sure someone is ready for each.
- Decide what gets posted live, what goes out the same evening and what waits for a proper edit.
What to capture
- The set-up before guests arrive: the signage, the details, the colours.
- The main moment: the author at the mic, the first guest at the photo booth.
- The interactions: fans meeting the author, children at the nail-art counter, laughter.
- The details: handwriting in a signed book, a graffiti wall full of messages.
- The group photos, because people share the ones they are in.
- Vertical video throughout, because that is how most people will watch it.
Speed matters
Our rule of thumb is to share the first edit within a day. People are still talking about the event, the tags are still fresh and the algorithm still has a reason to show it. A great edit a week later reaches a fraction of the people.
Make it a PR asset
Event content is PR material. Photos and reels give creators, media and guests something to repost, and they give people who missed the event a reason to come to the next one. Tag the right people, credit the venue and make the best clips easy to share.
Planned well, an event is not a single afternoon. It is a week of content.