July 14, 2016
/ by Michelle Dziuban
Shaan Purri, co-founder of Blab, recently said people don’t want scripted, manicured, polished and perfected content anymore. They want brands to be authentic. But how? Live video.
I decided what better way to learn about live video than from a video pro himself. Enter: Vincenzo Landino. Vincenzo is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the co-founder and Creative Director of Aftermarq, a video strategy consultancy that specializes in brand amplification storytelling through video and live streaming.
The funny thing is I have yet to officially meet Vincenzo, but it feels like I already have. And why might that be? Because this guy has mastered live video.
Is your brand flirting with the idea of getting in front of the camera? If so, great! If not, well, it’s time to conquer your fears and hit record (or, in this case “Go live”). Before you get started, check out some of Vincenzo’s insights on the topic.
A: Live video is definitely hot right now. Over 50 percent of marketers are using live video as part of their marketing strategies. Up from less than five percent last year. That signals a HUGE opportunity. Aside from marketers, looking into how the public consumes video, especially video that creates a moment or event that one cannot miss, has the highest engagement/interaction. That’s where the money is.
A: People are scared of video. You can’t create it from behind a keyboard, someone has to show their face. I go back to the consumer. The consumer is begging for transparency and authenticity from brands and businesses they buy from and deal with. It is literally impossible to run away from video at this point.
It’s taken so long to catch on because video has long been thought to be something that only celebrities or TV and movies could do. Consumer wants and needs have converged with what technology can now offer us — the ability to be anywhere and everywhere, in pockets, homes, work and more. Combine that with the “in-demand” mindset of people, video is trending up, up, UP!
A: Know WHY you want to get into it and what your end goal is, don’t worry about equipment (in the beginning), and listen to your audience.
A: The number one mistake that’s being made right now is that brands and people are not engaging with the audience that is interacting with them in real time. Or, at least engaging with comments after the fact. You have people live and you’re treating them like they aren’t there.
A: GE, Doritos, Wendy’s, Spotify, Dunkin’ Donuts, Adidas andiHeartRadio. If you aren’t following these brands, I highly recommend that you do. From live drone flying to chip giveaways, these brands are creating unique user experiences for their customers.
A: Facebook Live because of the numbers and the way people use Facebook. Right now, as it stands, everything is in one app. The user experience is easy. If you’re a consumer or a creator, all you need is the Facebook app.
Periscope has yet to figure out the user experience. Putting a live button in Twitter that simply pushes users to a third party app doesn’t make the learning curve easy.
I’ve heard people (everyday users of social media) say they love Facebook Live because it’s so easy and shows them things they can’t get access to. When asked about Periscope, they say that they think it’s too difficult to use or understand and they don’t need another app.
Sharing on Facebook lasts longer, and gets an algorithmic bump when people share to their networks. The value that live video has on Facebook’s algorithm is all the reason I need.
A: Lots, but one that you need is your own brain! If you don’t have a strategy and a personality, equipment won’t help. Like a golfer who thinks the best clubs will make him Tiger Woods, a live-streaming brand is only as good as their strategy and personality.
A: Live video is here to stay. No doubt. The culmination of technology, social media and consumer landscape will keep this here for a long time.
So there you have it, folks. If you want to stay ahead of the competition and top of mind with your audience, you must adapt quickly. What are some of your go-live tips? Share your thoughts below in the comments.
Images via Pixabay: 1, 2
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