It’s no secret that live-streaming is one of the few relatively new trends in video production & marketing that seems to have already proven itself to have what it takes to withstand the test of time and continue to be a highly valuable tool in the years to come.
To learn about the basics, check out this post, Live-Streaming Video Production and All the Possibilities It Presents, but in today’s post we’re going to be exploring some of the live video platforms that have emerged as the major players.
We’ve been in video production in NJ and NY for long enough to know that any platform or channel requires its own distinct approach when it comes to creating videos or any kind of content. So, read on to learn what you need to know when trying to use live video to connect with your viewers.
It didn’t take too long for the social giant that is Facebook to see the writing on the wall pertaining to live-streaming video. The platform started releasing their form of live video a while back and have continued to make the feature more prominent and usable ever since.
But to get all that you can out of Facebook Live, it’s imperative that you alert the viewers you’re trying to reach of your upcoming live video well ahead of time through some type of post, whether boosted/paid or not.
You also need to put together an accurate and captivating description of your live video. It’s critical that your description grabs the attention of potential viewers and helps them to understand what your video’s all about and why they should tune in when the time comes.
From there, the way you interact with the viewers is critical. For instance, addressing their comments, answering their questions, etc., while your live video’s playing is a must and will go a long way, and you should also do what you can to get them to follow you for future live videos.
The social site itself also recommends that your live videos stream for at least 10 minutes so that there’s ample time for potential viewers to discover them, but the bottom line is that certain elements and practices are more important on Facebook than the other live video platforms.
We’ve been using the social site in our time in video production in NY and NJ for a while now and we’ve picked up some other tips along the way, so for more on that, check out this recent post, 4 Tips for Tailoring Your Videos for Facebook Live.
When it comes to using Periscope, you need to remain mindful of the fact that the Periscope community consists of people with somewhat loftier expectations for content, considering that, unlike Facebook, it’s a dedicated live-streaming video app.
One thing viewers on this platform expect out of live videos is authenticity. They’d rather feel like they’re watching something actually unfold in real time as opposed to a scripted live experience.
You should also make use of the replay feature, since videos last for only 24 hours on the app, and one of the cool parts of that feature is that it allows you to replay your live videos with the comments and hearts so that viewers have the chance to relive the true initial experience.
You should also consider using Twitter hand-in-hand with Periscope to help build some anticipation for your upcoming live video. You can tweet about the event, whether they’re promoted tweets or not, and then tweet a link to the video once it goes live as well.
Now, one thing that Periscope does have in common with Facebook Live is that it does require some level of live interaction between you and your viewers. Just like the social giant, you should acknowledge viewers’s comments, questions, etc., and encourage them to continue to engage.
For some more great tips, check out this post from Twitter’s Senior Director of Global Brand Strategy, Russ Hoffman, Six plays for brands on Periscope.
YouTube Mobile Live Streaming
Then there’s the king of video, YouTube, which has been offering live-streaming video for years now but just recently announced that the power to stream live video on mobile devices will soon be available to all users.
You can read the full announcement from Kurt Wilms, Product Lead, Immersive Experiences at YouTube, here: We’ll do it live—a new chapter in YouTube’s live stream, but the point is that broadcasting live video will now be as easy as pie for anyone on YouTube, which means big things for videomakers and marketers.
However, while Wilms promises that all you’ll have to do is hit the big red capture button, choose or create a thumbnail, and then go live, you can bet there will be more to it than that as time goes on and the competition swells.
For example, no matter how easy it seems, you need to do some testing well before your live video to ensure everything’s working properly, and still, having a backup plan in place just in case is never a bad idea.
The good news is that mobile live streaming will be “baked right into the core YouTube mobile app,” as Wilms put it, which means that live videos will have all the same features as any other.
That means that they’ll be recommended to people, people will be able to search for them, and it’ll all be faster and more reliable than almost anything else out there, considering the site’s infrastructure.
Play by the right rules and the sky’s the limit.
As you can see, while live-streaming video is clearly on the rise and some platforms have emerged as the key players, that doesn’t mean that finding success when going live on these channels is all that easy.
You need to play by the rules of the platform and cater to the interests, expectations, preferences, etc., of the communities that populate them. There are certain practices and features that work best on certain channels.
The good news is that since it’s still relatively new, if you can learn the proper methods for each platform, you may just find yourself with a healthy head-start over your competition. We hope this post helps.
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.