It’s no secret that live-streaming videos are a fairly attractive commodity these days. Viewers love them, and more and more platforms and tools are catering to them and the people who make them. For some basics, check out this post, Live-Streaming Video Production and All the Possibilities It Presents.
But while they are highly valuable when it comes to connecting with the viewers that you’re trying to reach, that doesn’t mean that live videos always work. The reason they don’t always work? It usually has something to do with your reasons for making them in the first place.
We’ve worked with live video enough in our time in NJ / NY video production to know that you need to use it in the right way, and for the right reasons. So, read on to learn about a few of the wrong ones to cross off the list.
Don’t create live videos to promote what you do or offer.
Like with creating any kinds of videos these days, you need to make sure the focus of the content is on the viewer more than anything else. Yes, you want them to learn something about you too, but it’s more important that they learn something about themselves.
That’s why the content needs to be geared toward their issues, interests, needs, etc., and toward how the content within your video can be relevant and useful to them specifically.
As far as what your live videos say about you and what you do or offer, you need to think of it as an opportunity to showcase your personality, style, and attitude more than one to sell something. That’s the only way to start building lasting relationships with viewers anyway.
It’s more important that the viewer learn why you do what you do than it is that they learn how, exactly, you do it, and the good news is that live video is a perfect tool with which to accomplish this. Just make sure the focus is in the right place.
Don’t do it just to do it.
Again, live-streaming video is becoming more and more popular for a reason—for a lot of reasons actually—but that doesn’t mean you should jump on the bandwagon just to get in on the fun.
One of the biggest mistakes you can make with live video is jumping into the process without any real plan or strategy. It’s not something to get into without having clear objectives, as well as a plan in place to measure your success.
Think about it, video production itself isn’t something you should dive right into without being prepared. In a way, it can be very unforgiving. If you or your subject(s) don’t appear natural on camera, for instance, it won’t make for great content, and you’ll have to live with the results nonetheless.
And take it from us as longtime NY / NJ video production pros, once you take things live, there’s only more room for error. So, make sure you define your goals and come up with a plan of attack when it comes to creating live-streaming video content.
Don’t get into live video production to do all the talking.
One of the biggest differences with the live video experience is the chance it gives viewers to interact with the content and its makers right then and there, as the video unfolds in real time.
It’s a big part of the allure of live video, which is why you need to be prepared to communicate with viewers, whether that means answering their questions, addressing their concerns, liking their comments, sparking a discussion with them, etc.
If you’re looking to simply unravel your message without having to interact with the people who view it, then live video isn’t for you. You simply can’t get into the live-streaming video world without that being a part of the plan.
Now, that may not be as easy as it sounds. For instance, that instant interaction may consist of having to deal with unexpected complaints on the fly, and you may even want to consider having someone on standby strictly for that purpose.
But the bottom line is that you need to consider interaction with your viewers as another necessary part of the process, and the good news is that your audience will appreciate the fact that you’re actively listening.
Don’t create live videos because quality and composition don’t matter.
Yes, there’s still somewhat of a shiny glow to live-streaming video at the moment, a certain novelty that hooks viewers in all on its own, which is why some videomakers and marketers aren’t giving so much attention to the basic production quality and composition of their live videos.
However, like any other new type of video or tool, that shiny polish will fade eventually, sooner than you may think actually. So, the sooner you can start putting more focus in your video’s quality and composition, the better.
And really, no matter if your video’s live or not, production quality and effective composition should always be considered critical to its success, but it’s especially important with all the other alternatives and potential distractions viewers have these days.
You simply cannot underestimate the importance of those elements, nor the time, thought, and effort that they require. Trust us, if viewers can’t hear or see you or your content well, or if the shots are too dark or stagnant, then that sparkling shine of your live video will wear off real fast.
The why is everything.
The bottom line is, while there are plenty of reasons to get into live-streaming video to connect with the people you’re trying to connect with, there are also plenty of reasons that don’t make much sense.
And, like anything else, if you get into the process for the wrong reasons, your resulting efforts won’t likely yield the kinds of results you were hoping for.
So, before you dive into the live-video waters, make sure you’re doing it for the right reasons. These aren’t them.
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.