The Ultimate Guide to Livestreaming Events
Live video for event marketing has gone from a tactic to a way of life. In 2015, 374M people watched video content on Livestream. We have the technology to share live video with anyone at anytime. 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
By 2019 there will be over 28M cord cutters – homes without paid TV services – in the United States alone. 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 streamed live 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 livestreaming 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. Livestreaming 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.
Facebook has recognized the importance of live video to both its users and its customers, the brands that connect with their audience through advertising. After launching Facebook Live, the company announced that it is prioritizing livestreams in their feed algorithm. This means brands and organizations hungry for more eyes can guarantee priority through live video content. They also shared that their users spend 3X more time and comment 10X more when video is live.
Southwest Airlines recently livestreamed from their operation control center to reassure customers during a spate of bad weather that was delaying flights. According to the Financial Times, over 100,000 people watched the Southwest stream. Brooks Thomas, who is part of the Southwest social team, told the Financial Times that the airline considers livestreaming “a pretty big juggernaut.”
Big brands like Adidas, Taco Bell, DKNY and GE are also using livestreaming to share candid moments with their audiences, from press conferences to contract signings with celebs and behind-the-scenes moments.
“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 2016 Matters
Livestream CEO Jesse Hertzberg recently wrote: “There are four elements that have converged to make 2016 the year of live video and events: content, infrastructure, audience, and production value.”
In Streaming Media’s “The State of Live Video 2016,” Mark Peters, principal consultant for IDB Consulting said: “We’re seeing pretty reliable delivery of high-quality video…that is building confidence to seek out live content on digital platforms. I think that, coupled with some niche and specialty content available exclusively on digital, is really making live come of age this year.”
Peters also believes livestreaming will present a tremendous shift in lead generation tactics for brands: “Using digital platforms, particularly when sign-in is required and when there’s a user profile behind the request, you can pull together analytics and data about the viewers that was never available before. That data is incredibly valuable and that will motivate more events to look at livestreaming.”
At Livestream, enterprise event livestreams have increased over 1300% in the last four years. We know this explosive growth is more than a trend. In 2016, livestreaming goes from being an asset to a critical and indispensable part of any communication and go-to-market strategy. Brands will livestream a diverse set of media formats from 360 degree 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 The Ultimate Guide to Livestreaming Events because we know that while events and livestreaming 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. We want to provide you with the tools and information you need to make your event and livestream a success.
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 Livestream 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.