It’s no secret that live-streaming video has proven to be very popular among today’s viewers. They just seem to love the inherent spontaneity of it. Everything’s happening in real time, which means practically anything can happen and modern viewers are showing some real love for that part of the appeal. For some general info, check out this post, Live-Streaming Video Production and All the Possibilities It Presents.
However, just because that type of content is becoming more and more popular, that doesn’t mean that everyone trying their hand at live video production is doing it right. Like with anything else that’s relatively new, plenty of brands, marketers, and videomakers are still in the early stages of basically throwing anything at a wall to see what sticks.
The problem with that approach is that it tends to lead to a lot of wasted time and while some experimenting is always a good idea, especially with something new like live-streaming video, there are already a few tried-and-true tips and tricks that should help you to avoid simply spinning your wheels over and over again before finding what works. Read on to learn about a few.
1. Don’t go live just to go live.
One of the biggest mistakes people are still making when it comes to creating live video content is doing it in the first place. No, we’re not saying that they shouldn’t try to incorporate some type of live video into their content and marketing plans, but just that not every situation or idea calls for it.
It’s perfectly understandable, too. Like mentioned above, live video is still relatively new to most people so it still has that shiny new allure on it. That can make it pretty tempting to go live just for the sake of doing it. After all, if the viewers you’re trying to reach have proven to have a taste for it, then why not, right? Wrong.
The truth is, while today’s audiences do love them some live video, that doesn’t mean they love every live video, and if they get the feeling that the live content they’re watching doesn’t really have any immediate or urgent appeal, then they won’t likely stick with it through the end, not just because it’s live.
In fact, they may start to think that you and/or your brand create live videos just for the heck of it and that there’s no good reason to tune in for the live experience in the future. So, think carefully about the timeliness of your content. Is it a major milestone? Something your viewers are eagerly awaiting? If not, then you may need to rethink your need to go live. For more on that, check out this post, Are You Live-Streaming Your Videos for the Right Reasons?.
2. Respond in real time.
Another big mistake that many of the people who’ve already dipped their toes into live-streaming video are still making is treating any comments, questions, etc., that they receive from their viewers like any other comments, questions, etc. They figure that they’ll get around to them whenever’s convenient and if that’s within a few hours, then so be it.
However, while a few hours may normally be considered a pretty good response time, you need to remember that live video is not normal content. The whole point is that what’s happening on screen is happening right then and there, and that’s why you should be treating your audience’s engagement the same way.
Think about it, getting viewers prepared for your live video experience is hard enough. Then, getting them to actually keep watching as well as engage is another huge accomplishment. So, you don’t want to do what it takes to get that far only to then lose their interest simply because you didn’t respond to them soon enough. When’s soon enough? Instantly, that’s when.
If a viewer makes a comment or asks a question during your live video, then chances are that it’s about a specific part or moment. So, they won’t have much use for an answer or response from you if it comes hours later. In fact, they may not even remember making the comment or asking the question at that point, which is why you need to respond in real time, even if that means assigning a certain team member to that specific task.
3. Don’t save the takeaway for last.
It may seem natural to build toward your takeaway when putting together your video. After all, they don’t call it a takeaway for no reason. It’s what you want your viewers to leave your video thinking and/or feeling, so you would think that it only makes sense to save it for the end, but that’s not the case with live video.
Yes, you should still build toward your takeaway and reiterate it at your live video’s conclusion, but the key word there is “reiterate” because it’s always a good idea to actually start with your takeaway when it comes to live video production, or at least with some version of it.
You can tease it or you can come right out and tell the audience what they’ll take away from your video, but the bottom line is that getting people to tune in live at the right time in the right place can be challenging enough. It’s asking a lot of them and if you don’t let them know why it was all worth their while right away, then they won’t likely stick around to find out.
The worst thing you can do is start your live video rambling on about something general or vague. If viewers see that when they tune in, then they’ll bail, but if they get a clear idea of what your content can offer them right off the bat, then there will be a much better chance of them continuing to watch until the end.
Live video production is a whole new ballgame, when done right.
No matter what you do nor your specific reasons for creating video content, chances are that going live can help in some way. Whether it’s to showcase a live event, to interview an influencer in your industry, to give people a glimpse behind the scenes of a current project, etc., live video content has so much to offer.
But like with anything else, you need to know how to use the tool to get the most out of it, and make no mistake, that’s exactly what live video ultimately is. It’s a tool with which you can send your message and tell your story in new, inventive, and immediate ways. So, we hope these tips help you use it right to get the most out of it. Good luck going live, and check out this post for some more tips: 3 Secrets to Success in Live Video Production.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.