Why live streaming is becoming crucial in a social media strategy? Social Media Summit 2018 Digital Wallonia
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The document discusses how live streaming is becoming crucial in social media strategies. It provides statistics that show 80% of people would rather watch live video from brands than read blog posts, and they prefer live video over social media posts. Live streaming engagement is also higher globally than for regular video across mobile, tablet, and desktop. The document then outlines how live streaming allows brands to put a human face on their company through storytelling, behind-the-scenes looks, breaking news, and Q&A sessions. Finally, it notes that live streaming can be used in every sector and industry.
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Why live streaming is becoming crucial in a social media strategy? Social Media Summit 2018 Digital Wallonia
- 2. Why Live Streaming Is Becoming Crucial In A Social Media Strategy
- 3. 80% would rather watch live video from a brand than read a blog post. 82% prefer live video from a brand to social posts. Source: https://livestream.com/blog/live-video-statistics-livestream
- 4. Average time spent for livestreaming is globally higher than for video • on mobile: 3.5 minutes for livestreaming vs. 2.8 minutes for video. • on tablets: 7.1 minutes for livestreaming versus 4.1 minutes for video. • on desktop: 34.5 minutes for livestreaming versus 2.6 minutes for video. Source: https://livestream.com/blog/62-must-know-stats-live-video-streaming
- 7. Live Streaming Is Imperfect
- 8. Live Streaming Is Imperfect Source: https://giphy.com
- 9. Live Streaming Is Empathic
- 10. Live Streaming Is Empathic Source: https://giphy.com
- 11. Live Streaming Is Simple
- 12. Live Streaming Is Simple Source: https://giphy.com
- 17. Storytelling
- 18. Live streaming allows businesses to literally put a human face and personality to their brand.
- 19. Go Behind The Scenes
- 21. Break The News
- 23. Q&A and customer support
- 25. Live streaming applies to every sector of activity
- 29. …even the NASA!
- 32. Agence du Numérique www.digitalwallonia.be info@digitalwallonia.be @digitalwallonia facebook.com/digitalwallonia Avenue Prince de Liège, 133 B-5100 Jambes +32 (0)81 778080 Lisa Lombardi lisa.lombardi@adn.be @lisalombardibe We love digital ! We make digital !We know digital !
Editor's Notes
- Live video took the world by storm in 2016, and we’ve got the live streaming statistics to prove it. Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
- Unlike straightforward ads and YouTube videos, live streams give you the benefit of being reactionary, real time, and unavailable for edit. This provides a human element to the operation that no other form of digital marketing can really nail - particularly with the continuing spiraling costs associated with securing the services of social media influencers (who are now fully-fledged celebrities in their own right) as relatable advocates for brands and products. The excitement, unpredictability and element of improvisation synonymous with a live stream creates a level of emotional investment on the part of the consumer that it is now difficult to foster through the usual channels. Inevitably this results in a stronger connection and better engagement.
- Unlike straightforward ads and YouTube videos, live streams give you the benefit of being reactionary, real time, and unavailable for edit. This provides a human element to the operation that no other form of digital marketing can really nail - particularly with the continuing spiraling costs associated with securing the services of social media influencers (who are now fully-fledged celebrities in their own right) as relatable advocates for brands and products. The excitement, unpredictability and element of improvisation synonymous with a live stream creates a level of emotional investment on the part of the consumer that it is now difficult to foster through the usual channels. Inevitably this results in a stronger connection and better engagement.
- Live streams perfectly bridge the gap between online videos and television programmes, therefore creating an opportunity for publishers to be enormously creative with their content. From TV-style broadcasts to vlogs, interviews, talks and panel discussions, the range of video content that a live stream could encompass is huge, and can make for some really effective and engaging content. Not only this, but the real time element allows you to talk to viewers and customers in the moment, as they respond to and discuss the content that you’re broadcasting. As expected, the different social media platforms offer unique opportunities when it comes to live-streaming. Periscope and Instagram are ideal for holding Q&As and directly engaging with the audience, whereas Facebook and YouTube are set-up well to immerse audiences in events they can’t be at in-person. In short, the opportunities are endless!
- Live streams perfectly bridge the gap between online videos and television programmes, therefore creating an opportunity for publishers to be enormously creative with their content. From TV-style broadcasts to vlogs, interviews, talks and panel discussions, the range of video content that a live stream could encompass is huge, and can make for some really effective and engaging content. Not only this, but the real time element allows you to talk to viewers and customers in the moment, as they respond to and discuss the content that you’re broadcasting. As expected, the different social media platforms offer unique opportunities when it comes to live-streaming. Periscope and Instagram are ideal for holding Q&As and directly engaging with the audience, whereas Facebook and YouTube are set-up well to immerse audiences in events they can’t be at in-person. In short, the opportunities are endless!
- Live broadcasting is easier than you might think, thanks to the popular live video streaming tools available today. You don't necessarily need any fancy or expensive equipment as long as you have a working camera and microphone, built-in to your computer or smartphone or connected as separate devices. It may not be as slick and glossy as your typical online video, but the human element of a live stream certainly makes the content far richer. The time and money you may spend on capturing and editing video content is eliminated, with no need for high tech camera equipment or complicated software. A smartphone, an app, and 15-20 minutes worth of stream-worthy activity are all you need to get started. Needless to say, live-streaming also enables content creators to bypass navigating broadcasting rights and ceding control to traditional media companies by cutting out the middleman and providing content directly to the audience.
- Live broadcasting is easier than you might think, thanks to the popular live video streaming tools available today. You don't necessarily need any fancy or expensive equipment as long as you have a working camera and microphone, built-in to your computer or smartphone or connected as separate devices. It may not be as slick and glossy as your typical online video, but the human element of a live stream certainly makes the content far richer. The time and money you may spend on capturing and editing video content is eliminated, with no need for high tech camera equipment or complicated software. A smartphone, an app, and 15-20 minutes worth of stream-worthy activity are all you need to get started. Needless to say, live-streaming also enables content creators to bypass navigating broadcasting rights and ceding control to traditional media companies by cutting out the middleman and providing content directly to the audience.
- 78% of online audiences are already watching video on Facebook Live Facebook encourages you to "broadcast live to the largest audience in the world." With Facebook Live, anyone with a Facebook profile or Page can reach a live audience on iOS and Android devices and Facebook Mentions. While a broadcaster is live, the video appears in the News Feed and on the broadcaster's profile or Page with a "live" indicator. When the live broadcast ends, the video is still viewable on the Page or profile for people who missed the live broadcast. The creator can leave it up or take it down at any time. Use Facebook Live to reach new audiences and interact with followers in real time. A Facebook Live session can last up to 4 hours.
- People with established Instagram accounts can share a live video with their followers in real time. When the live video is over, it is no longer viewable on Instagram. The Instagram live video interface displays the number of viewers and comments. The broadcaster has the capability to respond to comments or to turn them off altogether. Live video generates a colored ring around the broadcaster's profile picture. The video doesn't appear on the profile grid. At the top of the broadcaster's followers' Feeds, the broadcaster's profile pic with the colored ring indicates a live video. Followers can tap it to see the video. The live video can be seen only by approved follower for private accounts. For public accounts, anyone on Instagram can view the live video.
- Even though YouTube is known for providing all types of videos that are previously recorded, edited and uploaded, it offers a broadcasting feature for live video that you can access by clicking on "Live events" found in the Video Manager of your account. After you verify your account and enable live streaming, set up your webcam and engage with your audience in real time as they watch your broadcast. You'll be able to answer questions or reply to viewer comments live. YouTube provides professional controls for your broadcast and allows you to monetize your videos with ads if you so choose.
- Twitter uses Periscope Producer for live broadcasts on the social media site. Comparable to Facebook's Live video, Periscope Producers enables Twitter broadcasters to stream live video using Android and iOS smartphones and other sources. The live video can go anywhere on Twitter that a Tweet can go. Your live videos are automatically saved as a Tweet, and you have the option of saving the video to your device when the live stream ends. It is also searchable in Periscope. You can delete any of your posted videos at any time. During the live broadcast, broadcasters can interact with viewers
- Marketing is about telling the story of your brand, and social media is the medium. Live streaming apps are just one way of getting your message across.
- For our cupcake shop, it would be a great opportunity to take the customers inside the kitchen and demonstrate how they make 500 delicious cupcakes per day. Customers value up-close and personal access to their favorite brands…
- Marc Jacobs used it to preview its 2016 line.
- Let’s say our cupcake shop built a steady following on social media. We’ve decided to announce a new flavor, raspberry lemonade. Across our other social media channels we can promote, “BIG announcement Tuesday at 3pm. Watch us live!” Once Tuesday at 3pm rolls around and the new flavor is announced, you can offer a special promotional code for the live stream viewers. Now let’s imagine that our cupcake shop is visited by a 2016 Presidential candidate. That would be a great opportunity to showcase our cupcakes and join a mainstream news event. You could take it a step further by promoting their flavor choice across other social channels. Nissan streamed the launch of its 2016 Maxima at the New York auto show. Frito Lay’s Doritos used it in combination with other platforms to support the launch of the Doritos Roulette product. At the Consumer Electronics Show, General Motors became the first auto brand to livestream on Facebook when it rolled out the Chevy Volt EV.
- What makes an Apple product launch so effective when broadcast live? Three elements make Apple’s product launch streams so effective. First, the product is excellent. That’s their foundation, and beyond the scope of this article. Second, the delivery is scripted and masterfully crafted for maximum impact. Crucially, the focus is on people. For example, the big question they always tackle is, “What can this product do for you?” Thirdly, the marketing around the event is carefully managed to create hype. Leaks are contained, mystery is encouraged, and excitement is cultivated. Teasers abound!
- Experian uses live video for chatting about credit, debt, student loans, and ways to manage and improve your scores, using the hashtag #creditchat. AWeber has been holding office hours to answer user questions.
- GE used drones equipped with Periscope to give guided tours through remote facilities as a part of #Droneweek.
- NASA webcasted Mars Rover discussion on its NASA TV Channel. The live stream was also shown on Facebook Live, Twitch TV, UStream, YouTube and Twitter/Periscope. The public could send questions on social media by using #askNASA.
- IN CONCLUSION Streaming is not about produced video, and it’s not the place for polished webinars. Brands are afraid of being imperfect. Ask your followers questions, listen, and then have them talk to you. People want to see who you really are. There is currency in that very real, human, two-way exchange. There will always be a market for produced, polished brand videos. People have questions, and they don’t want to wait until your video teams have produced the heck out of something so much that it feels overdue and over-scripted. The investment in people and ideas is more important than the technology, so invest in and empower your best internal and external brand ambassadors and storytellers. Tell your audience how much you value them in your streaming, and use these conversations to make your content better. Using live streaming to connect before you sell says to your audience, “We care about you.” A sense of humor matters, especially when things don’t go according to plan. Plan video events that are pure fun, like Taco Bell did with its mock press conference It’s also important to recognize that brands need to allow for spontaneity when the plan isn’t working and you need to ditch the script. Plan, adjust, let go, and have fun in the moment—that’s the real, human and conversational aspect of video. Nothing is perfect. Your brand isn’t, and customers don’t expect that. What they want is human.