The Ultimate Guide to Live Streaming Events [2020 Update]
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. Whether you’re a seasoned pro or just starting out, The Ultimate Guide to Live Streaming Events has plenty of ways to help you improve your live video strategy and execution.
Audiences Expect Live Content
As consumers are more and more accustomed to watching video when and where they want, their expectations for live streaming will shift that way, too. In fact, one report found that 47% of live streaming viewers are watching more live video than a year ago. 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. So much, in fact, that these businesses are investing more in live video than ever before, with 28% of marketers spending more on live streaming video than in years past.
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&As 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.
“Live video is a great way to humanize your brand,” says Abigail Sawyer, Manager of Social Media and Influencer Marketing at Blinds.com. “As an eCommerce company, a lot of people think that we’re either robots or overseas, but we’re real humans, right here in Houston. Whenever we’re able to put human faces on the screen, customers are able to see who we are and that we know our stuff.”
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, LinkedIn Live, and other live video apps like TikTok and Snapchat only bolster the prevalence live video has in our lives today.
“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 nine vastly different organizations use Vimeo’s enterprise live streaming solutions to expand the reach of their audience and increase live event ROI.