As with all social media, live video is changing so fast, it is hard to keep up. Even so, I think it has been surprising to everyone how fast it has moved in the last year. YouTube might be the most shocked because they have been left in the dust when it comes to
Even so, I think it has been surprising to everyone how fast it has moved in the last year.
YouTube might be the most shocked because they have been left in the dust when it comes to live video. The big push behind this is Facebook and their commitment to what they call, “video first strategy.” They have implemented this idea of “video first” for all of their apps. For Facebook, live video is about interacting with other people. Facebook has also invested a lot of money in ads for Facebook live.
Live video has been most popular on mobile devices because of its ease of use. However, Facebook now allows you to go live from your computer without the need for extra software. You may still need extra software if you want to access some of the more advanced options of live streaming, such as multiple cameras. Facebook has added the ability for you to authorize contributors to go live on your page. This provides more security for page admins.
Using live video is a great way to humanize your brand because, instead of talking at your audience, you can talk with them in real time.
It’s not just for the marketing department. It’s a great tool for Human Resources and other departments, as well.
Now is the time for brands to create a live video strategy
Live video is scary because if something goes wrong, there is no way to put the toothpaste back in the tube. As fast as live video has been gaining speed, brands will still need to test and learn what works and what doesn’t work. There is a good chance you may fail and that is OK. Viewers don’t expect your live video to be perfect.
Just keep in mind that, as with anything, at some point the quality will be expected to improve. That is why it is important for brands to get on board now. Live video is great for interaction. Facebook says that people are 10 times more likely to comment on a Facebook Live video than on regular videos.
Here are some ideas for how your company can use live video:
1. Do a Q&A: Let your people talk about what they talk about every day. If you are worried about who will be best on camera, you can hold an internal casting session and let you people audition for the role of ‘live presenter.’ I think companies that want to make live part of their strategy should consider hiring someone to host all of their live content. If they choose to have someone host their live content, they will need to be careful to make sure their live feed is still authentic.
2. Interview a customer or client.
3. Take questions from the viewers. If you don’t have viewers, plan a few frequently asked question to answer.
Brands should start thinking like a media company
For example, what would happen if you had your employees create a show? You could give access that people can’t get otherwise. Live video doesn’t replace your other video content, by any means, but it can be used to amplify it. You could train your employee on what they can and can’t talk about and the standards you have for the way the broadcast should look and sound.
Here are a couple of recording tips: Live video is easiest to watch when the camera is on a tripod. Make sure your presenter uses a wired lav mic, such as the Audio-Technica ATR3350iS Microphone for Smartphones, to make the audio easy to hear. Take an extra second to frame the image so that the audience is not looking up your nose. (Unless, of course, that’s the look that you are going for.) This will give the viewer a better viewing experience.
There are two different types of live video. The first is real time live video. This is video that goes live as things happen. The second is episodic live video. This is live video that is done on a schedule and schedule is the key to this type of video so your viewer knows when you will be live. They may not be able to make it to your broadcast but they know they can watch the replay when they are able to. Just knowing that there will be a new video every Thursday at 4pm is important because this will help you build an audience.
No matter what type of live content you want to create, it is always best to have a plan before you go live. Even a little bit of planning will go a long way to making your video a better experience for the viewer.