One of our content material advertising consulting shoppers lately requested us, “Is live video worth it for marketing?” and, in that case, “how should we use live video for marketing?”
To reply their questions, I interviewed my C&C colleague and strategist, Lauren Teague, who was an early pioneer in social media dwell video throughout her years with the PGA TOUR (sure, that PGA).
In this submit, she shares the three most related conditions and alternatives for entrepreneurs to make the most of dwell video to promote a advertising message or agenda, and the three most typical errors entrepreneurs make when pursuing dwell video content. Let’s dive in:
What are the most important alternatives to use dwell video for advertising?
The finest causes to use dwell video are for one-time-only occasions or alternatives, akin to product launches, or the sorts of issues your viewers would tune into. These embrace crimson carpet occasions and interviews (not essentially with celebrities), B2B exhibits and conferences, your customer-centric occasions, webinars, dwell, tradeshows, keynotes and extra.
Not each model goes to have an occasion on the size of the Apple Developers Conference, however virtually each business has key buyer occasions that not everybody can attend.
Think of crucial issues in your business that solely occur as soon as. We name them unique alternatives. These alternatives attraction to those that need to be the primary to know. Play on their worry of lacking out (FOMO is an actual factor!) and permit them to to take part, in real-time. This creates viewers demand.
Recurring Shows and Interviews with Subject-Matter Experts
Next, there are the occasions that enable the viewer to be entrance and middle. Think of the alternatives that give them entry: a scheduled appointment, an ask-me-anything format or recurring exhibits (interviews) with subject-matter consultants inside the group.
For these dwell occasions, consistency and continuity are key. These are not one-offs; they’re commonly scheduled, real-time exhibits, similar to those who tv networks produce. Schedule a reccurring time interval, like a lunch-time chat or open workplace hours. This very versatile format works nice with B2B, B2C and business associations.
Video for Press and Media
The third is dwell video aimed instantly on the press and media. This is a discussion board to assist get forward of a newsworthy occasion, add your perspective shortly, and have a voice within the story being advised — somewhat than letting another person (a competitor) body that narrative. Being dwell in entrance of an viewers will increase authenticity and credibility. It permits the viewers—the media and subsequently their audiences—to really feel like they’re getting their data instantly from you as opposed to a manufactured press launch. The format additionally spurs extra media protection and dialog. Being accessible is vital to the media, and dwell video delivers that.
What are the most typical errors entrepreneurs make when making an attempt to seize a narrative by way of dwell video?
I’ve seen these errors made again and again so please, study from what others are doing that may be improved upon.
Simply Going Live for an Algorithm Boost
The first is to imagine that merely “going live” is worth it simply to garner an algorithm increase. That will not be true anymore (if it ever was) as a result of a lot dwell video was crap. Crap video content material will not be compelling, so audiences shortly tune out. Time spent is a vital metric to each social media community, they usually’ll deprioritize as shortly as they incentivize.
Algorithms evolve to promote probably the most compelling and interesting content material, which at one time did embrace dwell video – however doesn’t anymore.
Going Live Without a Plan
This is an enormous one — DO NOT do dwell video and not using a plan. Live video doesn’t imply spontaneous, shoot from the hip, wing it. That received’t get you the perfect outcomes.
You want to pre-test lighting, audio gear, background noise ranges, web entry and background site visitors. Have a unfastened script or speaking factors to carry on message. Create a manufacturing schedule or rundown to account for any inclusions or timing parts. After all, you’re doing this to convey one thing significant to your viewers, so don’t squander the chance and waste their time.
Even although it’s dwell, rehearse and have a plan. Without preparation, you’ll be able to miss the possibility to shine when the second counts.
Going Live and Not Leveraging Your Video Content After the Fact
And lastly, acknowledge dwell video is the start line. Have a plan to lower, edit, and repurpose dwell video content material to share in different social channels. Create a YouTube playlist for previously-live movies. Break the video aside into snippets and teasers to promote replay. Use audio transcripts to repost in articles and in blogs. Really take into consideration how to atomize the video into many various smaller items of content material, then get it on the market the place your audiences are already hanging out. Live video is a place to begin, not the top product.
So, the take-away message is obvious: efficient dwell video will not be spontaneous, impulsive, unplanned, and hap-hazard. Done accurately, it’s intentional, considerate, and deliberate — simply as with every different significant content material advertising endeavor.