THE SOLUTIONS LAB
Trevor Evans
Challenge: LIVE STREAMING
It’s so exciting! Why you need to be giving some time to social broadcasting
1) The connection with the audience is genuine 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 spiralling 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 create a level of emotional investment on the part of the consumer that it is now difficult to foster through the usual channels.
2) The opportunity for creativity is limitless Live streams perfectly bridge the gap between online videos and television programmes, therefore creating an opportunity for publishers to be 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,
www.smeweb.com
whereas Facebook and YouTube are set up well to immerse audiences in events they can’t be at in person.
3) The reach can be huge The scale of the online world provides huge marketing opportunities, and this provides access to a huge audience that is waiting to have its interest peaked by the right content. The popularity of YouTube demonstrates the sheer number of people that are watching video content online or on mobile devices: so if you know your target market and you know what they want to see, you can harness the attention of this vast network, sit back, and watch the conversions roll in.
4) The content is richer and scalable 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.
5) The time is now People like to be able to curate their viewing schedule, picking and choosing the video content they want to consume from a range of publishers, networks and formats. Live streaming plays into this trend, making a variety of content available in an instant with the click of a button. If you can nail the live stream now, you’ll be closer to your customers and way ahead of the digital marketing curve.
Trevor Evans is CEO of Stream Time
streamtime.net
SME 47
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
