July 11, 2017
We live in an information culture that is addicted to “the now.” People want to know what’s happening, as it’s happening, and they want to know now.
Live streaming is the latest advancement in this continuing evolution. As the technology has advanced, brands continue to become more involved, and the platforms continue to integrate (and in some instances, push) live video into the hands of the community.
A few quick stats:
- Consumption rates are going up – 81% of internet and mobile audiences watched more live video in 2016 vs. 2015
- People are watching – 78% of online audiences are already watching video on Facebook Live
- Live video is more engaging -The average time spent for video on mobile is 2.8 minutes for VOD, where live stream captures users attention for an average of 3.5 minutes
With consumption on the rise and platforms (Facebook, YouTube, Periscope, etc.) in a race to see who will eventually net out with the lion’s share of the live streaming market, we’re in a great environment to expand brand viewership, and break through the clutter.
But before diving in head first, there are a number of things brands need to consider as they explore live video:
Content is King — compelling content is the primary motivator for live online viewing.
Behind-the-scenes access is a huge draw. Nearly 90% of audiences would prefer to watch online vs. traditional television if it meant viewing more behind-the-scenes content.
Video quality is the most important factor for two thirds of the viewers when watching a livestream broadcast.
There are risks. Sixty-two percent of consumers are more likely to have a negative perception of a brand that publishes poor-quality video.
With this in mind, understanding what types of content are working with your current audience is key, and mirroring that with the access and content you have available as an organization, will become the cornerstone of your live streaming strategy. As this strategy takes shape, use the following questions to guide you through to your first live broadcast:
- What is my primary goal for live streaming?
- What content is going to be compelling to my audience?
- Is live the best way to showcase this content?
- What is the best platform for my live stream?
- Do I have the hardware and the resources that can produce quality live content?
After answering these 5 basic questions — you’ll be better prepared to get into your first live stream.