With the numerous evolutions in content marketing that have taken place in 2018, 2019’s not going to be a slouch either when it comes to innovations in content creation. And the hot new thing that marketers are expecting to hop onto this year is live video, which is really coming into its own.
Video content is being adopted by brands in droves because there are certain nuances that only work well in video compared to written word, and vice versa (which is why written content is still king and not going away any time soon). The two mediums work well in harmony and the same is also true of live video, also referred to as streaming or livestreaming. Here’s why streams are going to be the hottest form of content creation in 2019.
The Possibilities for Broadcasting and Cross-Promotion Are Endless
When we think of video content, YouTube is usually the first place to come to mind. But when it comes to livestreaming, the possibilities are endless. YouTube’s still an option but so are Snapchat Live, Instagram Stories, Facebook Live, Periscope, and numerous others. Don’t forget about Twitch if there’s a way you can work a video game or two into your campaign. Even if you don’t work with a popular Twitch streamer and it’s just Bob in marketing laughing with customers over PUBG, it’s another way to do a live broadcast with little or no upfront investment.
With all these options for live video, it makes sense to pick the place where you have the most followers and go from there. But something important to remember is that people tend to consume live video differently than scripted videos, both as they’re happening and once they’ve ended. The Content Marketing Institute has an excellent primer on aftercare once you’ve posted live video. Working live video into your social media and email strategies can serve as a powerful form of marketing and cross-promotion is very effective.
You Don’t Need a Special Event to Pivot to Live Video
Contrary to popular belief, you don’t need to conserve live video for special events like product launches or celebrity guests. Because viewers are watching you in real time and without a script, it’s an excellent opportunity for them to get to know the people behind your brand. Starting small with live videos about a typical day at your business or getting key team members to talk about themselves (if they’re comfortable appearing on camera, remember that livestreaming has a different dynamic than scripted video so don’t force the shy or anxious to record!) can also prepare you for more complex streaming and video-making endeavors.
Not just that, but showing all the little things really counts: because they can quickly turn into epic battles and inside jokes. Inside jokes are what give birth to memes. A team member having a hilarious gaffe or the office dog wandering into the shot and doing something cute can absolutely equal millions of retweets, or simply become an inside joke among your most loyal customers.
Live Video Exudes Authenticity and Exclusivity Alike
One of the key differentiators of live video versus scripted is that aside from happening in real time, it’s showing your brand with fewer filters and editing. In an age where people are savvier about the content they consume and brands they interact with, authenticity has become a top priority in executing content strategies. Additionally, live video can also lend an air of exclusivity in that while anyone can watch clips when it’s over, only a certain number of people will get to see it live. This offers unique ways to engage with people with offers and giveaways, live Q&As, and other exclusive content that can only be participated in if it’s seen when it actually happens.
If your following also substantially grows, there could even prove to be a demand for paid live video content such as one-on-one sessions through Snapchat Premium.
The real time aspects of live video entail a different dynamic than scripted video, along with an authentic way to interact with customers. Live video can even lend a feeling of exclusivity that can’t be replicated with other types of content.
Rachel P is an indie game developer, writer, and consultant. She is also a content strategist here at Writer Access and would be happy to help you with keyword maps, customer journey maps, and buyer personas in addition to writing for you. If you would to like to hire Rachel to devise a content strategy for you, please contact your account manager or send a direct message.
