Just when you think you might have finally nailed this social media thing, maybe even gotten ahead of the curve, some new trend comes along and upends your world. This time it’s live video.
A live video lets viewers feel like they're a part of the action.
Obviously, Facebook isn’t the only social medium to incorporate live video, whether you are using Instagram, Snapchat, Periscope or YouTube, the craze has caught on for several reasons.
First, we are, simply put, a visual society. We need to see it to believe it. Videos seem more immediate to us than reading content, and today’s internet speeds make downloading a breeze for most.
The other thing that consumers love about live video is the immediacy of connection it offers. It’s the difference between streaming a song and seeing that song performed live. Live video lets us experience what is happening, when it is happening. With that sense of closeness also comes the ability for instant feedback from viewers. Consumers feel like they are part of what is streaming and the content creator learns what is engaging viewers and what isn’t, in real time.
How to make your live video stand out from the crowd.
Think you might want to give live video a try, but aren’t sure what distinguishes a solid effort from one in need of some shoring up?
For some, coming up with a live video idea is a breeze—simply showcase a new product or offering you have. But if you want to see how live video can work even when you don’t have something new to showcase, Buzzfeed’s video featuring rubber bands and a watermelon is a great one for understanding how to attract eyeballs regardless.
Say you do have a product to feature, as Dunkin Donut’s did in a recent Valentine’s Day live video. A tour of the brand’s test kitchens, it was a simple behind-the-scenes offering that still managed to attract more than 35,000 viewers, without blowing anything up.
Live video, like social media, is here to stay.
With Cisco predicting that 80 percent of internet traffic will be video by the end of 2019, and the Interactive Advertising Bureau revealing that spending on digital advertising just exceeded television ads: $72.5 billion (digital) versus $71.3 billion (television), both video and the digital/social media realm are showing no signs of going anywhere. Plus, Facebook just announced three expanded video options: in-stream video ads, expanding ad breaks within Facebook Live videos and ad breaks for uploaded videos. All of that translates to more ways for video publishers to make money off their live video content.