In a world of changing algorithms and decreasing organic (unpaid) digital reach, it’s important to capitalise on the latest technologies that give your business the opportunity to engage with as many prospective customers as possible.
Recently, online video has become an undeniably useful tool in digital marketing. With 3.25 billion hours of video being consumed on YouTube each month* and the advent of popular platforms such as Vine, Instagram and Snapchat, it’s clearly something that cannot be ignored.
Although livestreaming has been around for many years—you may remember Felix Baumgartner’s live-streamed space jump, sponsored by Red Bull, back in 2012—it’s now becoming truly accessible with widespread faster broadband connections. Apps like Facebook, Periscope and Meerkat are also making a once-complex task easy enough for anyone to execute.
There are many advantages of a live broadcast over a recorded video. Not only can you receive more audience engagement and participation, but you also have the potential to reach a wider audience. Buzzfeed’s average YouTube video gets over a million views and generates plenty of discussion, but an experiment with Facebook’s live streaming service and a watermelon attracted over 800,000 live viewers, 10 million after the event and following worldwide press coverage of the experiment itself.
As Facebook is just beginning their foray into live video, this content is automatically prioritised in users’ newsfeeds. This means that any live-streams have a better chance of appearing higher in your audience’s newsfeeds.
What equipment do you need?
First, you need to choose your app. We would recommend either Periscope or Facebook. Periscope, owned by Twitter, allows you to record simple, informal videos with your smartphone. Users can comment on and like your videos, and they remain available to view for a limited time after the initial “broadcast”.
If you have a verified page on Facebook, you can easily live-stream through the ‘moments’ app using your smartphone or tablet. You can include a status with your video and—after the broadcast has finished—the video is automatically uploaded to your page for an unlimited amount of time.
If you are planning on using professional video and audio equipment, the process is a little more complicated. Here are some instructions for doing that.
Stuck for ideas? Why not...
- Broadcast an official company event
- Give your followers a tour of your company premises
- Live stream from your stand at an exhibition or show for those who can’t attend
- Live stream certain parts of a training program or lecture, encouraging prospective customers to invest in the full thing
- Demonstrate your business’s capabilities via live footage of you in action
- Share fun updates from a team building day!