Live Video: Brand & Audience Expectations
Mar 9, 2017
In an article originally published in PR News’ 2016 Guidebook on Video, John Lane looks at best practices for brands when it comes to live video. Use discount code FriendsVideo16to save $50 on the full guidebook at checkout! Below is an excerpt from the article.
What channels should brands be paying attention to? And how can you best take advantage of them while keeping your brand expression intact?
One way to segment “live” video in order to determine the best channels and actions for your brand is to think in terms of live-streaming and near-real-time video.
Live-streaming means direct to broadcast. Once the camera is on, the stream is live. People can tune in and watch exactly what’s happening – there is no pausing for production or editing of content. Those channels include Meerkat, Periscope (owned by Twitter), Facebook and Instagram Live, YouTube Live (owned by Google) and several others.
Near-real-time video means that there is at least a moment in-between the capture of video and posting the video for all to see, meaning you can review the content and, in some cases, do small amounts of production (e.g. filters or additional effects) and editing (by choosing where to cut in and out of the video). However, in channels such as Snapchat, Instagram (owned by Facebook), Vine (owned by Twitter), as well as Twitter and Facebook themselves, there’s still an expectation that content shared is in near-real-time, not overly polished and edited.
This point can’t be stressed enough: When thinking about using one of these channels for your brand, the most important factor is understanding which your audience is already using.
Once you’ve landed on the ideal channel, here are four tenets to success:
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.