Live, real time, without editing … Unless you are Patrice Roy or Sophie Thibault, these terms can make you dizzy! But in a controlled environment and with the right preparation, live video remains a powerful tool to authentically reach different audiences.
Video content reigns as king on the web. According to Cisco Forecast, 75% of the traffic generated on the web today is video-based and this figure will reach 82% by 2020. The proof of video content’s ability to transmit the values, the philosophy and the uniqueness of an organization is no longer needed: it’s a fact.
If you’re already using video in your content strategy, have you dared to try going live? In 2018, live recordings have been prominent online. Moreover, the social media giants of the web have understood the craze for live and now offer tools, such as Facebook Live, Instagram Stories or YouTube Reels, which have truly democratized the production of real time content.
Let the data talk first. Three quarters of Facebook users watch live video. Facebook lives are viewed three times longer than regular videos and generate 10 times more comments. It is an effective strategy for broadcasting content that generates a high rate of engagement.
The key ingredients for a good live
For a successful live, a dose of suspense and a hint of the unknown are key. We must give good reasons for online users to continue viewing. Buzzfeed has utilized this strategy during this live video experiment, which counted the number of elastic bands that can wrap around a watermelon before it explodes! Simple, right? It might be, but it’s still one of the most viewed Facebook Live videos in social media history, with more than 800,000 people who simultaneously viewed the broadcast.
In public relations, you can perform a live video to unveil the new product of a brand, announce an association with a spokesperson or offer a Q&A session. with viewers.
Warning! The stress of a live broadcast can freeze even the best of ambassadors if they are not used to this type of medium. In this case, it might be best to have an experienced facilitator to lead the way.
Authentic et interactive
The live video has strong interactive potential. It allows the public to be involved and form a relationship of engagement through Q&A. The more daring live video users can even ask their viewers to influence their live content through suggestions.
Some brands use live video to establish a more intimate connection with the community. This was the case for the Animal Welfare Association, which broadcast a live walk through the streets of New York to offer the public small puppies to adopt. . Very cute and educational at the same time!
To first execute a live video might be a bit nerve wracking! Although, similarly to jumping off a cliff, we do not jump without a parachute! With rigorous preparation, you can have an authentic live experience with your audience. On air in 5,4,3,2,1… Go!
With the decline of the organic reach, companies can no longer broadcast content on platforms like Facebook hoping the universe captures it. They must promote it through paid publications to reach their target audiences.
By definition, social media connects people. The best corporate ambassadors are often the people who belong to them. Brands must seize this opportunity and encourage employees to become their faces on the web and proudly share their content.
To create content that attracts a good engagement rate, you need to be ready to listen, watch, and then adjust. Flooding people with blog posts, videos or photos is not enough to create an active community. By ensuring an effective analysis of the performance of its publications, we can then adapt to what works best with our audience and therefore, what interests our customers most.
For us, this is a wonderful playground. It’s very stimulating to identify and describe the customer/consumer personas, as well as to map out their decision-making paths.
In 2018, we predict that companies and brands will further develop their own content, but will increase the number of distribution channels and appeal more to their employees or ambassadors to do so. They will have to agree to operate in an exploratory mode and listen to their customers and consumers to offer value-added content and thus build lasting relationships.