Lights, Camera, Action – Putting Live Video to Work for You

July 22, 2020By Brian Lazenby

Putting Live Video to Work for YouSince the COVID-19 pandemic and subsequent quarantine, many businesses have turned to video to stay connected with customers. Video marketing is a growing trend that has proven to be effective.

In a recent quarterly earnings call, Facebook CEO Mark Zuckerberg called video a “megatrend” that shows no signs of slowing down. Another Facebook executive predicted that Facebook would be all video and no text by 2021.

Recent video marketing statistics echo that trend.

According to the 2019 Video Marketing Report released by Wyzowl, a leading animated video producer, 87% of businesses use video in their marketing strategy. Of the 600 marketing executives who took part in the survey, 83% said video marketing has been worth their efforts. But the accolades for video don’t stop there.

  • Videos attract 300% more traffic and help to nurture leads.
  • A website is 53 times more likely to reach the front page of Google if it includes video.
  • Nearly 50% of internet users look for videos related to a product or service before visiting a store.
  • Video increases organic search traffic on a website by 157%.
  • 25% of companies publish videos every week.
  • 85% of consumers want to see more video content from brands.

As the video marketing trend continues to grow, so will the benefits to your business if you implement video into your marketing strategy.

Live Video vs. Recorded Content

When incorporating video into your marketing strategy, you have the option of posting prerecorded content or streaming content live.

Most people are uncomfortable in front of a video camera, which makes prerecorded content seem like the safest bet. The content can be recorded, re-recorded, edited and in some instances recorded again to ensure you are completely satisfied with the result. But the engagement results of live streaming far outweigh the urge to take the safe route.

Livestreaming means broadcasting in real-time. Live. All you need is a smartphone or tablet and a platform to publish on. You can instantly broadcast anything you are doing across the world without delay or edit.

Thanks to livestreaming tools such as Facebook Live, Instagram Live, Youtube Live, and Twitter, it’s as easy as clicking the “live” option and shooting your video.

  • Trust & Transparency – People prefer doing business with companies they trust. Broadcasting live increases transparency and shows viewers about your company and its processes in real-time. When you share your live video on social media, your posts gain positive comments and likes, both of which further the impression of a trustworthy brand.
  • Engagement – Live video allows viewers to comment to you and ask questions. You can answer their questions live on the air, which shows them you are engaged. When consumers have the option of interacting with you and receiving instant feedback, it makes them feel more connected to your brand and shows them that you care about their thoughts and opinions.
  • Fastest Growing Industry – Incorporating livestreaming into your marketing strategy shows that you are on the cutting edge of technology and trends. Live video streaming is one of the fastest-growing industries and is quickly being adopted by multiple social media platforms. Facebook and YouTube Live, Instagram, and Periscope from Twitter are just a few of the platforms turning to live video streaming.

Tips for Better Live Video

  • Most modern smart devices have cameras capable of producing high-quality video that you can be proud of. Following a few basic guidelines can put you on the path to producing engaging content that resonates with consumers.
  • Promote Before You Broadcast – If your target audience doesn’t know you are live, they will likely miss the opportunity to view it in real-time. Experiment with images and perhaps even a short video to tell them about the main event.
  • Prepare & Practice – Practice makes perfect. Don’t hesitate to shoot a practice video to get the feel for how the video will go once you go live.
  • Location – Don’t underestimate the importance of choosing a location for your live shoot. Select a location that will minimize background and ambient noises. While users will expect the production quality to be a bit raw and unrehearsed, be sure that they can see and hear you without undue distractions. Decide whether to hold the phone yourself or use a camera mount. You may also delegate a co-worker to operate the camera, which will leave you with one less thing to worry about.
  • Lighting – Lighting is one of the most important aspects of shooting video, but it isn’t necessary to purchase an expensive light kit. A simple light ring can be purchased for around $60, but you can also utilize natural light from windows. Remember to light from the front and avoid shadows on the face or on the background behind the subject.
  • Analyze the Results – Facebook has a number of metrics that allow you to analyze how many people viewed at least a portion of the video along with a running count of how many viewers you had at different points in time. This will allow you to experiment with the length of the video, the day of the week, and time that you broadcast to ensure you are making the greatest impact.
  • Livestreaming is a social media trend that companies should not overlook. It is a powerful tool that provides live, real-time content that is interactive and more appealing to users. Understanding the benefits of livestreaming can help you connect with customers and convert them to devoted followers.

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