Whether you’re trying to connect with customers, your workforce, or potential fans or followers, it can be difficult to physically attend every live event, be it a conference, trade show, etc., and to connect with your audience and give them the kind of personal, face-to-face interaction they want.
That’s where live-streaming video comes in. It’s become a highly valuable tool for connecting and sharing information and experiences with customers, employees, fans, etc., and it allows you to do it live, right then and there, as it happens.
As a full-service NY / NJ video production company, it’s our business to know about what could be the next big thing, and this could very well be it. So, let’s take a closer look at live-streaming video and how you may want to start thinking about folding it into your video production or marketing plan.
Why it works.
Younger audiences like millennials typically shun traditional ads. The old, purely promotional, talk-at-you corporate or commercial video production simply doesn’t cut it with this crowd, and live-streaming video offers a new way to connect with them.
One of the reasons overly salesy videos aren’t effective with young audiences is because of the lack of authenticity and perceived phoniness. With live-streaming video, there’s an inherent authenticity.
So much so that, right now, many of the big brands experimenting with it, like BMW for example, have discovered certain problems and issues, whether it’s an inappropriate comment during the video, a disruptive heckler, etc., yet they’re pushing forward regardless.
The fact that the big brands testing the waters are willing to stumble over themselves until they find their footing and have a better understanding of how to use live-streaming video should give you an idea of how valuable a tool they consider it to be.
What you need to know.
Most brands and individuals trying to build a web presence understand that a big part of it is how you deal with comments, questions, and concerns from your audience, but the difference with live-streaming video is that it’s all happening in real time. So, while that presents unprecedented new opportunities to connect with audiences, it also presents a whole new set of risks. Anything can happen.
That means that you have to be able to respond and adjust on the fly and, for many, that presents a serious challenge. But if you fail to handle developments and issues immediately, they could become a huge distraction and ruin the live-streaming experience you’re trying to create.
So, for example, if viewers complain about something, you may need to offer an explanation as quickly as you can or pull the video, address the issue, and then stream another. Take it from us as longtime NJ and NY video production pros, your audience will appreciate the fact that you’re actively listening.
You may also want to have a slight delay and/or appoint someone to be on standby, ready to handle or block any irrelevant or inappropriate comments. The point is, you need to be able to think on the fly or find people who can. Also, you may want to have a backup video to turn to in case something goes wrong yet you’ve managed to attract a decent amount of viewers and don’t want to lose them.
What you can do.
There are a multitude of ways to use live-streaming video to your advantage, whether you want to use for in-house business purposes to improve your internal communications or to better reach and connect with your target audience.
As far as using live-streaming video as an internal corporate video production tool, you can use it for company meetings & announcements or for training, team-building, and employee-appreciation purposes, and you can use it for more creative reasons too, such as for brainstorming sessions.
And when it comes to using live-streaming video for external uses, you can do live product launches or demos of what you do or offer, stream live events, provide live customer service, do tours or contests, offer free giveaways, or use it as a damage control tool in case there’s a product recall, disruption of services, etc.
You can also host live interviews with employees, clients, etc., stream live group discussions about relevant topics, show customers how a product is actually made, or give your audience a live glimpse behind the scenes of a project or of your workplace.
No matter how you use it, though, remember, most of the current live-streaming platforms allow for real-time commenting, which promotes a two-way, participatory experience, so the live-streaming videos that find the most success are more conversational in nature, whether they’re Q&As, tours of the workplace, etc., as opposed to a video in which, for instance, someone basically just gives a presentation.
Embrace the spontaneity.
Facebook recently announced that it’s allowing a select group of iPhone users to broadcast live from within the Facebook platform, but as far as businesses who want to engage customers with live video, some of the major players at the moment are Periscope, Meerkat, Blab, and UStream.
You may also want to keep an eye on YouNow. Founded back in 2011, the platform was at the forefront of the live-streaming video emergence, it attracts a younger and younger audience, and, at the moment, it’s uncharted territory as many brands haven’t begun trying to build a presence on it yet.
Lastly, be mindful of the fact that you’ll need to give yourself some room for error. Don’t try to micromanage every little detail while your live video’s streaming. Accept that unexpected things will likely happen and as long as they’re not too disruptive or inappropriate for your audience, try to embrace them.
About Us: KVibe Productions is a leading film & video production company in NJ / NY that offers the total package of video production services. Whether it’s a corporate video, commercial, music video, or a feature film, at KVibe, we create to inspire.