The explosion of live video into the social media world has forever changed the way we consume digital content.
Whether you watch La Liga soccer matches on Facebook Live, are looking forward to NFL’s Thursday night football games on Twitter and Periscope this fall or
are enticed by a political candidate’s live story on Snapchat, live streaming has affected the way brand managers share content with their audiences.
Here are six reasons why PR and marketing pros should consider creating branded content for these platforms:
1. Live video is breaking records.
If you’re still not sure if your organization should be creating live-video content, I have one word for you: #ChewbaccaMom.
Candace Payne went from being a stay-at-home mom to a video sensation after posting a video of herself trying on a Chewbacca mask in a Kohl’s parking lot.
Shortly after posting the video hilarity—and virality—ensued.
The video has racked in more than 150 million views and set off an unprecedented rollercoaster of TV opportunities, potential brand deals for Payne and a
visit to Facebook’s headquarters.
2. Live video consumption will increase with the growth of mobile.
Whether you call it “social TV” or “interactive TV,” new social platforms and apps are changing the way we consume content on screens.
From news to entertainment, we live in an era of multi-screen content consumption. With the growth of live video, less time is spent in front of the TV and
more time on mobile devices. Nielsen’s latest survey of connected device owners reported that nearly half of smartphone owners (46 percent) and tablet
owners (43 percent) said that they use their devices every day as second screens to their TVs.
This phenomenon is expected to grow over the next few years as we transition into what Gary Vaynerchuck refers to as “mobile only” consumption.
3. Live videos give brand managers new ways to connect with audiences.
The new content integration is giving brand managers an unprecedented opportunity for them to engage with their audiences. It is a new way to connect with
consumers through content that is authentic, timely and live.
Vincenzo Landino, creative director at Fifty 2 Creative and podcaster, says, “Apps will replace TV, led by Facebook.” Landino explains that through live
videos, Facebook is instantly giving small businesses the targeting abilities they’ve sought for a long time. Videos also give bigger brands deeper access
to consumers, where their audiences already are.
“Mass adoption will make live video an even more attractive option for delivering content,” Landino says.
Phone companies are also linking consumers to TV via social media. In 2015, T-Mobile launched a new feature, Binge On, which enables customers to stream
video such as Netflix and HBO without using their 4G LTE phone data. Features like these revolutionize the way we consume television, news and
ATTEND FROM YOUR DESK:
Learn social media « next practices » from Facebook, Twitter, Instagram and LinkedIn.
4. Marketing proof is in the data.
The data that will be captured from live videos will give marketers a complete picture of what their consumers like and do not like about their
Twitter has long been used as the standard for tracking “social TV” (due to how easy it is to track hashtags), but a few months ago, Nielsen announced that
it would expand Nielsen Twitter TV Ratings to include Facebook.
Once Nielsen Social Content Ratings is launched, it will become the first solution to measure overall
program-related activity on Twitter and Facebook, including program mentions between friends and family, to users’ followers and those shared publicly.
Adding Facebook data enables marketers to look at our consumer on an individual level. We will be able to look at everything from audience building to
retention. This data will certainly be used to make live-video-programming decisions in the near future.
Marketers will also be able to better target a very specific segment of their audiences. Increased data will give networks the opportunity to be more
accurate and to make better programming decisions and recommendations to potential viewers.
5. Innovation is the key to success.
Antonio Arellano, millennial journalist and influential social media user, says that innovation is paramount to success in the media industry today.
“Live video is a fantastic tool to help restructure the way news content is disseminated,” Arellano says. “It allows news outlets to reach a larger
demographic, and provide a truly raw experience for the viewer.”
Transparency is at the core of this technological advancement. Viewers can now see a story unfold right before their eyes—you do not need a satellite truck
on location to get the video feed out. Live video content is here to stay.
6. Live streaming and videos have changed the way we communicate.
Brand managers and journalists who are early adopters of this technology are ahead of the competition.
Tracy Swedlow, founder of InteractiveTV Today and executive producer of “The TV of Tomorrow Show” says:
Live video, I believe, will continue to grow as an offering and will be monetized in a variety of ways. It will also be integrated with on-demand offerings
by the biggest broadcasters and anybody who can find new ways to manage these experiences. Social media will be key to its success and that also means
having interactive tools that allow content creators to do new things during these live programs similar to the recent addition of Periscope’s drawing
Live videos and social media have enabled celebrities like Dwayne “The Rock” Johnson to “connect on a very direct and personal level with fans globally,”
and creates a new way for creators to deliver content and engage with audiences.
The endless possibilities are restricted only by one’s creativity. Swedlow says:
Many tools are already out there that enable producers and content creators to create exciting things with live television, but they are spread amongst
different platforms, so it’s hard to see it all at once.
Baby boomers lived through transformations in the radio and newspaper industries. Generation X and Y grew up to see TV industry’s transformation (“video
killed the radio star”) and the rise of the internet. There’s now a massive shift in how we communicate via social media.
We’re moving away from scheduled content in front of a TV screen and into “content on demand” on consumers’ mobiles and tablets—and you don’t need to be
Candace Payne to get a chance to visit Facebook’s headquarters in Menlo Park.
Cathy Hackl is a former Emmy-nominated broadcaster, former director of the Periscope Community Summit/Summit Live and current PR and social media
speaker. She is a nationally recognized live video consultant. Join her on Twitter (@CathyHackl) as she shares more insights in our #RaganChat
on Tuesday, June 14 at 3 p.m. ET.