Live video streaming is one of the up-to-the-minute audiovisual tools on the digital landscape and Mijo! Brands has some recommendations to help you capitalize on the trend that’s blowing up with applications like Periscope and Facebook Live.
Basically, live video streaming is the digital version of live television but it isn’t a new thing, it’s been around since 2011 with YouTube live content broadcasting. Previously there were other platforms offering live video streaming, but they were not very successful in comparison to online on-demand video. So why, with Netflix and all the other options, is live video streaming now growing? The answer lies in online users and how they use the internet.
Periscope and Facebook Live are becoming an easy way for fans to follow and interact with their favorite celebrities, like checking out Linkin Park’s Facebook Live profile or soccer star Gerard Pique on Periscope. These platforms are becoming so useful for brands that they are being integrated into marketing campaigns, like Lincoln automotive with the presentation of its new design concept by Lincoln Design Director, David Woodhouse and Red Bull energy drink which broadcast live from the Red Bull Guest House at Ultra Festival Miami Beach, an event which fully reflected its brand image.
The use of such tools is not only for multinational brands or famous stars, it is also fully accessible for small, medium and large businesses of all kinds and their audience. So what will determine the success of a campaign of this kind? As always, the answer lies in interesting, relevant content that adds value to the brand.
The most interesting thing offered by this type of platform is that, unlike edited videos, they allow for interaction with users. So, for example, a restaurant could offer a live cooking class and users could ask questions or comment during demonstration and receive live answers.
One of the keys to a successful live session is having a strong video host: a person with excellent communication skills who speaks well, is not repetitive, and has good diction and an ability to improvise.
At Mijo! Brands, we believe that there is a compelling argument for a brand to make the use of these platforms as a valuable online marketing tool:
- The cost is very low. Only a smartphone and a (good) internet connection is needed.
- No post-production editing is needed.
- It allows you to interact directly with your audience.
- It allows you to broadcast live events that might be interesting for your audience.
However, the medium does have some potential pitfalls that need to be avoided:
- If you do not have good communication skills, live video can be counterproductive. In cases like this, it is better to record videos that can be produced and edited.
- Some platforms like Periscope don’t save content. If it is not complemented with other applications, it will be lost.
- There is always the possibility of something unexpected happening during a live session.
In conclusion, the live video streaming is not necessarily better than the VoD trend, but it is a tool that if used well can complement your content strategy and enrich your marketing campaigns.
Adriá Muñoz is Audiovisual Strategist at Mijo! Brands, a leading digital agency with offices in CDMX and Puerto Vallarta. For more information, please contact us