Raw, relatable and magnetic, live video delivers content like never before. Consumers are charmed with the organic feeling inspired by the unfiltered nature of a live broadcast. As a messaging vehicle, it’s “all in,” and opens an immediate, intimate, and direct line of communication with your audience. This is your conversation to shape at will. Use it.
2016 has been a hugely eventful period for live video. In this election year, Americans experienced political conventions in bold new ways, and watched as live streaming video changed the way in which politicians campaign. NBC offered sports fans over 4,500 hours of Olympic coverage by live streaming each and every athletic event during the 2016 Olympic summer games in Rio. The steady rise of live video on social media, like Twitter’s Periscope and YouTube, exploded this year with the arrival of Facebook Live, and with Tumblr recently jumping in the game by offering users the option of sharing live video streams from YouTube and others. Viewers witnessed the benefits in application first hand when Southwest Airlines used some of these platforms earlier this year to go live with coverage during the winter snow storm Jonas.
How can you keep up with these game-changing times and make the most of live video campaigns? Producing effective live video has its own unique set of challenges. Seeking guidance from a qualified production house—one that is able to provide direction and to tackle all of the technical details needed for a successful stream—will free you to focus on delivering your best message.
Don’t fall behind. If you haven’t already, it’s clear that now is the time to explore some of the advantages of adding a live video campaign to your digital marketing strategy.
Tell Your Story
There is perhaps no greater authentic and honest way to tell your brand’s story than through live video. Even when there are flaws, flubs and glitches in delivery, as there inevitably will be in live situations, these only add to the realness of the message. Whether it’s humanizing a stuffy and all-too-buttoned-up announcement, a means of responding to criticism and easing customer concerns or a method to introduce the team behind the brand, live video has the remarkable ability to satisfy consumers growing demand for transparency.
Launch Your Product
Sparksight has been on the forefront of the live streaming industry since 2010—the same year Steve Jobs delivered Apple’s cutting-edge launch of the iPad from an event live platform. Live video offers the perfect medium to introduce, demonstrate and promote your brand’s product. Consumers are able to access and watch the launch and demonstrations from anywhere and from multiple devices.
This year’s Shorty Awards added a new category—Best Use of Live Streaming Video—in which Mr. Robot: Debt Deletion was the winning entry. The USA Network wanted to promote the premier of its show, Mr. Robot, to its target viewers—the gaming audience. The network succeeded by hosting a three-day live stream event using Twitch, a leading social video platform and community for gamers. The campaign ultimately generated 1,562,280 views.
Mr Robot – Shorty Awards Entry from ISL on Vimeo.
Expand Your Footprint
Live stream from your event to expand your audience with global reach. In many instances, live video has the potential to reduce your event production costs, as well. Lighten the load on your budget by eliminating excessive employee travel and accommodation costs, while still allowing your company’s message to be easily accessed—in real-time and from around the globe. Don’t forget to extend the benefit by redistributing your value-rich content! Recording your live stream for later use is an excellent way to build your content library.
Spacetime Studios, an Austin based mobile game developer, hired Sparksight to live stream their event at the 2015 SXSW Gaming Expo. Live video allowed the founders of Spacetime Studios to play the game from scenic Austin locations—Mount Bonnell, the 360 Bridge over Lake Austin, and even Floyd’s Barbershop—against players in their booth on the expo floor. Check out the highlight reel that Sparksight created for the event.
Spacetime Studios – Call of Champions SXSW 2015 Video from Sparksight, Inc on Vimeo.
Go Behind the Scenes
Give consumers a peek of your company at work with live video, and enable them to see some of what goes on behind the scenes. Last summer General Electric masterfully took advantage of the emerging platform, with some creative help from drones, in what is now fondly referred to as #Droneweek. GE used the drones to capture live aerial views and provide a glimpse into its facilities and technology; the remarkable views were complemented by live commentary from their scientists and team, providing a level of personal tour like no other. The campaign was so successful, #Droneweek found rebirth this summer, live, at the Olympics, telling the stories of “the science behind the athletes.”
Dunkin’ Donuts is using live video in an attempt to grab the attention of more Millennials. The brand recently used Facebook Live to get personal and offer viewers their first-ever live tour with a look behind the scenes into their test kitchen.
Hand the Viewer the Reins
One element in particular that makes live video so unique is its interactive connection with the audience. This is most evident when the viewer is not only addressed, but handed the reins, and encouraged to play an active role in where they want to go. Hosting an exclusive live presentation and Q&A session is a great approach, affording viewers the opportunity to ask the questions, and drive the direction of the conversation. Additionally, it offers a more refined way to handle consumer concerns or respond to criticism and to cultivate trust.
Hosting live interviews with your company’s CEO, employees or clients offers a manner in which to really show your human side and provide insight that lets your consumers get to know you better. Be sure to allow Q&A wrap up time at the end for audience participation, too.
Generate Leads
Take your live Q&A a step further in order to drive qualified leads. Through techniques such as creating registration forms, you’ll be able to retrieve precious data from users, like name, company and email address. This information will permit you to effectively nurture those leads, and ultimately generate new consumers for your brand.
Take full advantage of this skyrocketing platform. Allow live video to amplify your brand and shape your message by delivering rich and engaging content directly to your consumer.
Why else do you use live video campaigns? Let us know in the comments below!