Live Video — How and Why Your Company Should be Using It
Live video is arguably the hottest medium to use online in 2017 and with Facebook and Instagram increasing exposure around live broadcasts; it is perfect for companies and personal brands.
The Pros and Cons of Live Video
Pro: Easy to Use
With Facebook, Instagram and YouTube all boasting live video streaming functions, sharing real-time content to your audience or customers has become easier than ever. All you need is an Internet connection and a camera-equipped device.
While video, audio and photographic content allow for post-production editing, there is no way to do this with live streams. This may be daunting for some, however, it allows the audience to see the real you, in the knowledge that you haven’t been modified to come across in a certain way. It’s all real!
Live video gives you the opportunity to interact with your audience in a way edited video content can’t. Through the use of chat functions, viewers can discuss with and question the person behind the camera in real-time, therefore gaining an accurate assessment of your outlook on subjects they want to know about.
Everyone loves to experience things no one else has. Consequently, the exclusive nature of live video increases excitement around your company or personal brand, with viewers desperate to see exclusive content. This spike in interest and viewership can be leveraged in many ways, as shown later in the article, so read on!
While the authenticity of live streaming is a positive, if used carelessly, the inability to censor could paint you or your company in a bad light.
Con: Difficult to Maintain Attention
Watching a live stream is not something people plan to do, or set aside time for, as a result it is difficult to hold on to the attention of the audience, who can stop viewing with the click of a button. Your live video needs to be engaging and entertaining. Buffering is also extremely frustrating for the viewer, so make sure you have a good connection!
Let your audience know you appreciate them
Whether you’re broadcasting an event or promoting your company, acknowledging and interacting with the audience is key. Even if you’re streaming a talk or event, phrases such as ‘and everyone watching at home’ can go a long way. Failing to do so will lose the viewer’s attention and make them feel like they’re watching a replay, defeating the purpose of a live stream.
So, how could your company use Live Video?
If your goal is to increase exposure for you or your company, stunts such as Buzfeed’s Facebook Live last year, where they put rubber bands around a watermelon until it exploded, gaining over 11 million views in the process, are a great way to go. The key is suspense, with viewers compelled to stay until the watermelon exploded and not miss out on a unique, exclusive experience.
If you would like to connect with the audience, live streaming and interacting with the chat is a great way to form a relationship. This is perfect for personal brands.
Using live video is not only a great way to increase publicity and awareness of your company, but there are many ways you can entice people to buy your product through live video. Offering a discount code unique to the viewers for example is a brilliant way to drive traction towards the live stream and your website, while recording a live video around the release of a new product will also increase attention and exposure.
Grow your audience
Finally, streaming talks/events is a great way to grow the size of the audience. You could also monetise this through sites such as DaCast, where you could sell online ‘tickets’ to watch the event.
Overall, live video is a great new way to connect with your audience, gain traction and increase sales, and your company should definitely think about using it!
Thanks for reading!
At Oxford Media Factory, we’re media experts and can help you use live video as well as all other forms of online and offline media. Please get in touch to discuss — firstname.lastname@example.org
Originally published at www.oxfordmediafactory.co.uk on August 30, 2017.