0 Livestreaming video has quickly become a hot trend in digital marketing. For a more branded and moderated experience, you can use an enterprise livestreaming video platform that would allow you to add branding elements to the user experience, that have advanced audience interaction capabilities, and that often allow for content outside the video window (such as product information). Certain use cases lend themselves to livestreaming video for marketing purposes, such as a new product launch. One key to live video events is to not script it too tightly. The audience is looking for authentic human interaction with your brand, not a slick scripted show. The Right On-Camera Personality Selecting the right on-camera talent is another key to creating an engaging event. Another option is to use a paid product endorser, if you have the budget. Your equipment, such as cameras, microphones, and lights, will have an impact on the production value as well. I recommend starting your promotion at least four weeks prior to the event. Use every channel your budget allows for.
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Livestreaming video has quickly become a hot trend in digital marketing. Facebook users, for example, spend three times longer watching live video on the social network than video that’s pre-recorded.
And innovative brands that were early adopters of livestreaming have already reaped the rewards of this powerful, authentic, engaging, measurable, and cost-effective digital marketing channel—and they continue to do so.
Whether you’re now evaluating livestreaming video or you’ve already decided to use it in your marketing mix, here are six helpful tips to get you started, based on my experience helping Pottery Barn, REI, GoPro, and New Balance harness the power of livestreaming video for the first time.
1. The Right Platform
Choosing the right platform to host your livestreaming video event is key. For a quick, raw, and unmoderated stream, you can use various mobile apps, such as Periscope and Facebook Live. However, those apps are limited in function and don’t allow for custom branding or product content outside of the video stream.
For a more branded and moderated experience, you can use an enterprise livestreaming video platform that would allow you to add branding elements to the user experience, that have advanced audience interaction capabilities, and that often allow for content outside the video window (such as product information).
2. The Right Reason
You should have a good reason for doing a live-video-based event versus using an alternative digital marketing tactic.
Certain use cases lend themselves to livestreaming video for marketing purposes, such as a new product launch. Nike, Apple, and Ace Hardware have used live video for this purpose. They put product experts on camera to demonstrate the new product and take questions from the audience.
Another great use case is an event co-presented by both a brand and a retailer that carries that brand. That approach tends to work best when two people are on-camera, one from the brand and one from the retailer.
A final example is to simulcast a live, in-person event over a livestreaming channel to expand audience exposure.
3. The Right Content
Once a platform and use case have been selected, the next step is to create engaging content that is tailored for a broadcast event.
Start with clear business objectives. Is it your intent to sell products? Is it to engage influencers so they will write about the product? Or is it to demonstrate how your product fits into the consumer’s lifestyle?
After the objectives are set, decide on the length of the event. If the goal is product sales, I recommend designing a 15-minute sales-oriented pitch (think QVC) and repeating it a couple of times during a one-hour event, leaving time…
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