Ping! A new email drops in your inbox and it’s your favorite brand inviting you to an event.

It’s always exciting to be invited to events as a content creator.

But even if you’re invited to a party, you’ll likely still find yourself working to some degree.

Creating content from brand events is a fantastic way to capture the experience that the brand worked hard to plan and create engaging content for your audience.

Not to mention these events are usually great networking opportunities and you may even leave with a new friend.

To ensure you're capturing the best content while also making the most of the event, a little planning goes a long way.

Know the deets

Before heading to any brand event, make sure you’re well-prepared by knowing all the essential details.

It may sound simple but you’d be surprised how many people agree to go to events they know nothing about!

Read the event invite carefully—it will typically include information on location, timing, and what the event is all about.

This will help you plan your transportation and how you plan to get there and brainstorm content ideas.

Having a clear idea of what’s expected will allow you to craft content that aligns with the brand’s goals.

Pro tip: Even if a brand invites you to an event with no content requirements or strings attached, documenting your experience and sharing it with your audience is likely why the brand has reached out in the first place.

Vibe check

As you review the invite, it’s also important to understand the overall vibe of the event.

Consider the tone of the event—will it be a casual, come-and-go affair, or are there structured sessions you’ll be signing up to participate in?

Knowing this can help you plan when you might plan to arrive and how you’ll capture content.

Outfit planning

What you wear will also be important if you’re planning to capture content at an event.

First, check and see if the event has a dress code. This will usually be clearly listed in the email.

This could be a great chance to lean in and wear the brand’s colors or choose something that really pops on camera.

If the event has a fun, creative vibe, don’t hesitate to get playful with your wardrobe—it’s all part of creating memorable content.

Pro tip: My outfit also typically dictates my transportation—if I’m headed to a black tie red carpet I’m probably better off Ubering than trying to brave the PATH in heels.

Gear check

Is there anything worse than being stuck with a dead phone battery or a missing memory card at an event?

Make sure your phone or camera is fully charged, and consider bringing a backup battery or power bank just in case.

If you’re planning to shoot video or capture audio, consider bringing a few additional items:

A collapsible tripod that fits in your bag for steady shots
A clip-on phone light for better lighting in dim spaces
An external microphone, especially if you’ll be talking on camera—events can be noisy!

Arrive early

Arriving early gives you the chance to introduce yourself to the PR person who invited you.

They might even offer a quick tour or highlight aspects of the event you didn’t initially notice.

Being early or arriving right at the event’s start time also allows you to capture content of any activations, product stations, or photo moments before the majority of attendees show up.

Getting those perfect, untouched shots is much easier and getting content taken care of early gives you a chance to relax and enjoy the rest of the event.

More is more

When it comes to capturing content, more is definitely more.

Take extra photos and record additional video clips so you have plenty to choose from when it’s time to edit.

You never know which shot will end up being your favorite, and having more options to work with later on can save time and reduce stress.

Trust me—it’s one thing to look back on footage you captured at home and say, “not a fan, let’s reshoot!” I do it all the time!

But you won’t be able to replicate an event, so it’s better to capture extra content.

More is more! Capture extra content just in case

Be in the moment

It’s easy to get caught up in creating content, but you are also allowed to relax and enjoy yourself!

Brand events are a fantastic opportunity for networking, so make time to mix and mingle with the brand’s representatives and fellow creators.

Balancing content creation with being present is the perfect formula for success.

The magic of post-production!

If you wake up the next morning and aren’t in love with your footage or the sound sucks, don’t stress.

You can always string together clips and add a voiceover later. I’ll share some examples here and here of event coverage where I’ve done this.

Editing can work wonders, allowing you more time to focus on enjoying the event in real-time.

Creating content at brand events is harder than it looks.

With low lighting, constantly bumping into creators you admire and the occasional cocktail, it can be easy to get lost in the moment and forget about capturing content entirely.

But by knowing the details, understanding the vibe, planning your outfit and gear, and finding a balance between creating and being present, you’ll be able to produce content that not only looks great but helps build long-lasting connections with brands.

Remember, events are meant to be fun—so capture the moment, but don’t forget to enjoy it too!

yours,

Austen

Your Guide to Content Creation at Brand Events