‘Live’ broadcast is hardly a new phenomenon, and like every form of business communication, you must take a planned approach. Here’s why live streaming can be essential to your content marketing strategy, and what to consider if wish to jump on the latest digital marketing trend.
Everybody’s doing it!
King Content recently worked with Griffith University to create a virtual experience that was fresh, innovative and showcased the university’s Open Day via Facebook Live and Snapchat. It was particularly interesting using Facebook Live, which is a relative newcomer to the scene.
With Twitter’s Periscope, Meerkat and YouTube’s YouNow, it seems like everyone’s jumping on the live streaming wagon. The truth is that we’ve always been obsessed with live content. In 1951, when Harry Truman spoke at the peace treaty with Japan, it was the first ever live transcontinental broadcast. A mere four months later, the US Today program became the first broadcast news show to air live. Since then, our obsession with live coverage has only grown – from reality TV to paying to watch sport live to the recent Facebook Live leaders debate.
The future is video
What makes the format unique for Facebook Live and Periscope is that viewers can interact with the live stream, ‘reacting’ to the video or posting comments and questions, with a select few fed back to the presenter to repeat and answer in that same live broadcast. Content can be consumed on the go and the technology now supports pretty much anyone to broadcast to the world.
In 2014, experts predicted that 74 per cent of internet traffic would come from video by 2017. As we become a world that craves authentic, unscripted, relatable content, that number will only expand. And thanks to the popularly of time-sensitive social platforms like Snapchat, our desire for uncut and raw content has grown exponentially.
But how much planning is required to successfully launch an effective social media campaign on behalf of a brand – a platform that can be unforgiving and provide a huge element of risk?
The real answer: a lot!
What’s needed to execute a live broadcast?
From planning to production to media budgets, it’s not too dissimilar to TV – you need to treat it seriously, have a strategy and understand that even off-the-cuff content needs to be planned.
Here’s what you need to consider:
- Production bibles.
- Strategic recommendations.
- How-tos and simple login instructions.
- Talent casting.
- Run sheets
- On-location 4G/Wi-Fi testing.
- Cue cards.
- More checklists.
- Production equipment, such as Steadicams.
- Recces (what video teams call rehearsals).
- Social media and production crew.
We had a total of seven people on the ground at Griffith. Sounds excessive, right? Well, consider there was the host, producer, cam crew and assistant, someone checking adequate 4G signals (and in some cases Wi-Fi), moderator feeding back the Facebook audience’s questions to our producer, community manager (moderating responses that streamed in) and paid support – plus the Snapchat team. There was definitely a need to wear multiple hats at once.
As with any live production, you run risks – technical, unplanned attention-seekers, unscripted bloopers. And if you’re really unlucky, a spectator in the background thrusting or mooting about in an unsavoury fashion.
From exploding watermelons to mums in Chewbacca masks, Facebook has once again harnessed an existing fascination and brought it to the masses. Understanding the market and target audience is imperative to the success of any campaign. This demographic wants raw, authentic, uncut content. We’re going to see a lot more marketers shift their campaign focus to the likes of Snapchat, Facebook Live and Instagram Stories.
To find out more about the packages King Content offers for live broadcast and social media execution, contact us today.