Going live for the first time? Hold up! Before you hit that stream button, there are a couple things you should consider. Not to brag, but we’ve gone live a few times in our day — and have run into problems along the way. Here’s a quick list of the logistics we cover before we go live and recommend you do, too.
Live video is a versatile tool. However, because it offers so many possibilities, you might not know where to start. Whether you’re planning your first live stream or are looking for engaging news to feature, creating a top-level content calendar is a great way to prioritize topics.
VidCon is arguably the world’s largest conference for online video. Unlike the National Association of Broadcasters (NAB) conference, which is focused on professional video, VidCon is the Comi-Con of the video world, featuring overnight YouTube sensations, as well as industry experts.
Global cosmetics and beauty company L’Oréal has employees based in 60 countries. With a mission of beauty for everybody, the company is looking to attract a workforce that reflects the audience they serve, one of different genders, ethnicities and social backgrounds.
However, recruiting early career talent has become a new challenge. “The way you attract candidates is changing, and the way you approach recruiting from colleges and universities is changing,” says Michael Lake, L’Oréal’s recruitment manager for Global Campus Activation. “The traditional way of doing a corporate presentation and talking about how great the company is or going to a career fair and talking to people who are already interested in you because otherwise they wouldn’t have stopped by is a little bit old-fashioned and doesn’t allow us to capture what we really want, which is really a very diverse candidate pool.”
You did it. You planned the content for your video and tapped the “go live” button. Your live stream was a success. Now what?
While live video is what we’re all about at Switcher Studio, oftentimes it’s the replay of the live video that outperforms the live stream itself when it comes to number of views. We’ve seen this time and again with our clients.
Hurricane Harvey made landfall in Texas on August 25, 2017. Over a four-day period it resulted in over 100 deaths and affected hundreds of thousands of homes. Relief efforts would go on for months, but one such effort took place before the storm waters even began to recede, thanks to Facebook Live and Switcher Studio.
If you haven’t done much live video, it can be intimidating. (See How to Plan Your First Live Video here.) But, sometimes the biggest stumbling block is deciding what kind of content is appropriate. If you find yourself asking, do I even have any content I could use to go live? The answer is… probably more than you think.
How Important Are Frequency and Consistency in Live Video?
In Short, Very.
Think of a TV theme song or a commercial you can still recite years after it stopped airing. You probably remember every word because you heard it over and over again. It takes lots of repetition for those words to stick. In the marketing world, that’s called frequency. The Rule of 7 is an old marketing principle that says it takes seven impressions before someone notices your brand and will take action. There is some debate as to whether seven is the magic number, but the point is that it takes multiple “touches” for a potential customer or client to remember your brand and do whatever you are asking them to do. That’s why frequency and consistency are key components in any marketing campaign.
Whether you love seeing pictures of people’s food on Facebook and Instagram or you hate it, there is no denying that food is as much a visual experience as a tasting one. Maybe that’s one of the reasons why cooking shows are so popular. Watching a chef bring a meal to life in all its color and texture is so much more engaging than trying to follow the words on a page in a cookbook.
At Sun Basket, a healthy meal kit delivery service, the company has capitalized on the “show me” aspect of cooking demonstrations and the marketing power of live video to produce Facebook Live videos that engage their customers in an authentic way. Using Switcher Studio, Sun Basket creates videos that mimic real TV productions, without the cost and setup, and interact with customers in real-time.
Walt Disney said, “The way to get started is to quit talking and begin doing.”
Your first live video can be a bit like that. Overthinking and fear of failure can prevent you from taking that first step. At some point, you just have to begin. The best way to overcome the uncertainty is with a little preparation and planning.