Live-streaming video is quickly becoming a serious tool for videomakers, business, and marketers everywhere, and it still has a shiny new allure to it at the moment. Viewers love it simply for being live.
However, like with any new trend in video production & marketing, that shiny allure will soon fade, and it will then take more than simply taking your videos live to make them stand out.
As NJ / NY video production experts who make it our business to not only keep up with the trends but to continue to adapt and evolve with them as they do the same, we thought we’d pass on a few tips for making your live videos stand out in this ever-changing landscape.
1. Promote, promote, promote.
For some basics on live video, check out this post, Live-Streaming Video Production and All the Possibilities It Presents, but because time and the immediacy of the content are such important parts of the attraction of live video, it’s imperative that you do everything you can to ensure that viewers will be ready and waiting once your live video begins.
The last thing you want to do is to put in all the time and effort it takes to put together a live video production only to then simply go live with it at a certain point without giving viewers a heads-up first.
It’s not just about ensuring that they’ll know when and where to tune in either. By alerting them to the live content to come beforehand, you’ll also be giving viewers a chance to start thinking of questions and comments they may want to ask or make.
Now, as far as how to actually go about promoting your live video experience to come, always lean toward teasing rather than explaining. You want to pique their interest rather than give away every single piece of information. That’s why short video teasers hinting at the must-see live video to come work so well, and never underestimate the power of a share here and there from an industry influencer.
No matter how you go about doing it, though, whether you create a short trailer for YouTube or Facebook or tailor teasers for Vine, Instagram, etc., the point is that it’s critical that you alert potential viewers to the whens and wheres pertaining to watching your live video beforehand, as well as the whys.
2. The whys need to be crystal clear.
Now, as far as those whys, they need to be made very obvious to the viewer, which is why there’s no point in putting together a live video stream if your objectives aren’t clear and concise. Trust us, if they’re not clear to you, they won’t be to viewers.
Think about it. There are so many options and alternatives for viewers now, no matter how or where they’re watching their videos, not to mention all the potential distractions they may have to deal with.
So, they need to be able to answer the question of why they should watch your live-streaming video over someone else’s very quickly and easily. If they can’t, take it from us as longtime NY / NJ video production pros, then you can be certain that they won’t be tuning in.
So, not only does your video itself have to be genuinely valuable and focused on that value, but all your promotional efforts in relation to it also need to be focused on the exact same thing. It all needs to align to create as clear a picture as possible.
3. It has to be a two-way experience.
Aside from the immediacy of the content and the fact that there’s an anything-can-happen sense to it, the fact that viewers can actually interact and engage while the video is being made is a huge part of the allure of live video.
That’s why you cannot simply wait to interact with viewers until after your video’s complete. It needs to be a participatory experience from the start so that the viewers can feel like they’re genuinely playing some type of part in the process.
So, whether you do it yourself or you need to enlist someone to take on the role, someone needs to be replying to viewer’s comments, answering their questions, asking them questions, and doing whatever else it takes to make them feel involved.
One thing to keep in mind when it comes to feedback and interaction pertaining to live video, though, is that anything can happen. So, you need to be able to think fast and on your feet.
For instance, if viewers complain about a particular part of a video, you need to be able to quickly offer an explanation, or even pull the video if necessary. You may even want to consider having a slight delay or making some other plans for dealing with irrelevant or inappropriate comments.
4. Let your live videos live on.
Just because your videos will be streaming live, that doesn’t mean that they need to be built with only their immediate appeal in mind. In fact, live videos can live on well after their debut.
You just need to ensure that they’re infused with a value that extends beyond that initial viewing. Yes, you need to make sure there’s a certain exclusive attraction to their live debut, but you also need to make sure they have plenty to offer upon later viewings.
How? You need to do what you should always be doing, make your videos genuinely relevant, interesting, and valuable to the viewers you’re trying to reach. If your videos are all those things, then it won’t matter much whether the viewers are seeing them live or not.
Again, that doesn’t mean that there shouldn’t be some type of value that only the viewers who tune in while it’s playing live can get, but just that there should be plenty of value to go around after that.
Don’t forget, live videos still need to look and sound good.
For more on why live videos can be so effective, check out this post from Forbes.com, The Benefits To Brands Of Using Live Streaming, but the bottom line is that live-streaming video isn’t experiencing an explosion in popularity right now for no reason. It offers a sense of immediacy and authenticity that no other content can, which is why you need to seriously consider folding it into your plans if you haven’t already.
One last tip: Don’t short the production quality side of things. We’ve seen plenty of companies and individuals who make the foray into live video neglect the basic quality of the content.
Don’t assume simply because the video is playing live that your viewers will be willing to put up with poor lighting or sound. You may not always be able to control every last detail with live video, but striving for the best production quality possible should always be a primary concern, whether you’re live or not.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.