The Ultimate Guide to Live Streaming Events
Live video for event marketing has gone from a tactic to a way of life. We have the technology to share live video with anyone, at any time. But we’re also living in a time of unprecedented access to content. For brands to cut through the noise – be it through events or video content – the quality must be superb.
Audiences Expect Live Content
Cord-cutting consumers – homes without paid TV services – will continue to balloon, reaching over 15.5 million by 2024. As audiences become more accustomed to watching video content from a mobile device or computer, they will expect the televised awards shows, concerts, and sports events that have cultural significance in their life to be available live and on-demand as well. They’ll even expect their corporate all-hands meetings, training sessions, and education to be live streamed online.
Through live video, consumers can connect with brands in a more authentic, immediate, and spontaneous way. Brands and organizations of all sizes want to reach customers and employees around the world, face-to-face, in real time to share their most exciting moments.
Many brands and publishers are already experimenting with live streaming in a variety of ways outside of traditional events and conferences:
- Behind-the-scenes video for loyal fans and audiences.
- Q&A’s and direct conversations with customers or social audiences.
- Special product announcements or launches.
- Influencer partnerships where a brand features a guest speaker on the stream.
“It captures a sense of community that brands and businesses are desperate to develop,” Ari Zoldan, CEO of Quantum Media told Open Forum. “They have Instagram, they have Twitter, they might even have private social media networks to foster conversations between customers. But there’s nothing quite like having the customer next to you, so you can show and pitch them on something appealing. Live streaming allows you to bring the customer to your home turf.”
Every Wednesday, Experian hosts a #CreditChat livestream on Twitter and YouTube to connect with their social audience and share information and data about building credit and eliminating debt. “At Experian we have an initiative we call insights to action, and #CreditChat really embodies that initiative,” said Rod Griffin, Director of Public Education at Experian in a video on the series. “It helps us provide insights to people that help them act, take action, become more financially capable. #CreditChat lets us connect directly with people on an individual level and answer the questions they have specific to their situation. It’s just a wonderful way to connect and to help people understand more about personal finance and what we do as a company.” The company has livestreamed over 100 #CreditChats that reach millions of accounts.
After launching Facebook Live, the company racked up 3.5B broadcasts within two years, with almost 2B viewers — essentially every user on Facebook. Facebook Live videos generate 6X more interactions than regular video, and remains a priority in its News Feed algorithm, guaranteeing visibility in an increasingly challenging landscape. The introduction of Instagram Live in 2016 further shows Facebook’s investment in live video as a long-term engagement and growth strategy.
“The ‘high stakes’ nature of live content puts more pressure on brands and agencies to have their strategy and process in lock step, which is always good,” John Sampogna, Co-founder and Managing Director at Wondersauce told Digiday. “We’re also following a ‘when it makes sense’ strategy and not forcing it into weekly or monthly content calendars, but rather using it when both the brand and agency are genuinely excited.”
Why live video matters more than ever
Live streaming has gone from being an asset to a critical and indispensable part of any communication and go-to-market strategy. Brands will live stream a diverse set of media formats, from 360° video to fully narrative live events. In an age of authenticity, viewers expect live video experiences. As we’re seeing, “live” can apply to a variety of ideas that we’d never previously considered.
We created this guide because we know that while events and live streaming may be essential to your marketing strategy, that doesn’t mean they’re easy. Nearly everything about event planning and live video is difficult – especially if you’re doing it for the first time!
IN THIS GUIDE YOU WILL LEARN:
- Statistics and data on how the live event and video industry is growing and driving ROI.
- Event planning best practices and tips from professional large-scale event producers and marketers.
- Step-by-step instructions and tools for going live from our production team.
- How three organizations used Vimeo’s enterprise live streaming solutions to expand the reach of their audience and increase live event ROI.
- All the technical terminology and lingo you need to understand live video production.