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Where there is demand, there is opportunity. From presidential debates to professional sporting events, the live streaming experience is definitely in high demand. Audiences are finding live video much more appealing as well. In fact, 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
Periscope and Snapchat has paved the way for live video, and other social media platforms are following closely behind. Facebook, Instagram, and Twitter have all developed their own live video streaming capabilities as well.
However, tapping into this “live” marketing gold mine presents its challenges for marketing teams, or agencies, that create content for a wide-range of brands. Here’s a look at a few of the challenges that producing live content presents, and the ways brand marketers can overcome them.
#1: Developing a clear strategy
The most important thing to remember about live content is that its primary focus shouldn’t be about the brand or its services. The focus of live content should be about establishing an authentic connection with your audience. Instead of viewing live video as a way to present information about a product or service in a new format, marketers should consider it as a way to share a story about a product or service and how it adds value to a brand’s audience.
As you begin incorporating live content into your marketing strategy, think about the key message and information you want your brand to convey, and evaluate whether or not you can achieve that goal with the help of live content.
Follow these tips for outlining and implementing a live content strategy:
- Each platform has a slightly different audience, so determine the type of content you’ll create based on what feels the most native for that channel.
- Each platform has its own best practices, so be flexible. For example, Snapchat is all about quick, organic, and unproduced content while Facebook Live is better for longer form content that can be saved and replayed later.
- It’s not necessary to cover the same event on every channel. As with any social media platform, give your audience a reason to follow you in multiple places by creating a variety of content suited for each platform.
- Evaluate if live content can be incorporated into your existing social channels. Make updates to your social strategy as appropriate so you can be sure you’re making the most of the latest video tools and trends.
#2 Redefining your marketing team’s roles
Because creating live content is so multifaceted, marketing teams need to possess a variety of technical and creative skills in order to be successful. Over the past few years, we’ve seen more and more marketing teams bring in video production talent to scale their video content production efforts. External video production agencies have long been used for larger scale projects that might be uploaded to a company website or YouTube channel.
However, as live content requires marketing teams Go to the full article.
Source:: Business 2 Community