Live video is blowing up right now. It’s quickly proven to be a highly effective way for videomakers, marketers, and brands to build loyalty and trust among the people they’re trying to reach, which is leading to far deeper viewer relationships.
But that doesn’t mean that simply creating any old live video will do the trick. Viewers are more sophisticated than ever, and even with something as relatively new as live-streaming video, they know what they want, and what they don’t.
As NY / NJ video production pros, it’s our business to get to know the ins and outs of something as important as live video. So, we thought we’d put together a few tricks we’ve picked up along the way.
Tell a story.
Perhaps the biggest part of the allure of live video is its inherent authenticity. It’s live, and viewers know that the content’s unraveling as they watch it rather than being previously designed and then replayed, and that’s why they love it.
So, rather than trying to force some type of salesy, purely promotional element into your live video experience, you’re far better off putting your efforts into telling an authentic, compelling story, whether it’s yours or the viewers.
These days, viewers want to get to know who the people behind the videos are. They want to know about you before they’ll give a bit of their attention or interest to what it is you do or offer. So, think about how you can use live video to tell your story.
But more than they’d like to know your story, viewers would like to know and experience their own, which is why you should also always be looking for opportunities to tell the story of the viewers you’re trying to reach too.
We know. You’re probably thinking that it seems quite challenging to have to improvise yet tell a compelling story with your live videos at the same time, and it is, but the point is that you need to always have your eye out for any opportunities that present themselves to do just that.
Shorter = better doesn’t apply.
We all know how important it is to have some short videos in your arsenal these days. After all, there are more channels and platforms through which you can distribute and display your videos than ever before, and short video content generally works best on most of them.
To learn more about creating short videos and what movie trailers can teach you about it, check out this recent post, What Blockbuster Movie Trailers Can Teach You About Your Short Videos, but when it comes to live video, specifically, going shorter isn’t necessarily the best approach.
The thing is, with live video, you need to give as many viewers as possible a chance to tune in. Whether they’re simply late or they just found out about the video and want to see what it’s all about, there will always be some people who aren’t there at the start, and you don’t want to sacrifice viewers for length.
So, creating quick teasers or short videos that have a runtime of a minute or less isn’t the best idea. In fact, Facebook—which is catering more and more to live video—recommends going live for at least ten minutes and staying live for up to ninety.
For more tips from the social media giant on the topic, check out this post, Tips for using Facebook Live, but the bottom line is that your shorter videos may not be the right selection of content for the live branch of your video production and marketing strategy.
Experiment and keep at it.
Yes, viewers are more sophisticated than ever, but as long as the live videos your providing them with aren’t too boring, salesy, or predictable, then you have some room to get creative and experiment. In fact, doing so can go a long way toward getting your videos to stand out.
Live-streaming videos are still a new enough concept, which means viewers are more accepting of unique styles of content. So, you can’t be afraid to try out new things. As long as they align with your overall goals and identity, then by all means, go for it.
Whether it’s in the content itself, the way you present it to the viewer, the way you interact with your audience, etc., trust us as longtime video production pros in NY and NJ, there are plenty of ways to try to separate your live videos from the rest.
And you need to be in it for the long haul when it comes to live video, too. If at first you don’t succeed, try, try, and try again. There’s just too much to gain to simply cut your losses and stop trying to figure it all out.
Then, even when you do start generating the kinds of results you were hoping for when you started creating live videos, you need to keep at it. That’s the only way to keep viewers engaged and start building some trust and loyalty among them.
All the basics apply.
From there, don’t neglect the basics. That means practicing and testing out your live video setup beforehand so that you’re not trying to fix hiccups once you go live, as well as coming up with a compelling title and description for your video.
For some more general tips, check out this post, 4 Keys to Taking Your Video Production Live, but the bottom line is that you don’t want to waste your time creating ineffective live videos just to jump on the bandwagon.
The results that effective live video content is leading to right now are pretty astounding, so make sure you’re doing everything in your power to design your live videos to succeed, or ale you’re just spinning your wheels. We hope these tips help!
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 commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.