The Pros and Cons of Live Videos in Content Marketing

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Berta Campos (Autora invitada)

Did you know that according to Entrepreneur, live videos are one of the main trends for 2017? Live videos are a fantastic addition to your content marketing, and users are loving it more and more every day.

Livestreaming videos create an immediate and emotional connection with the user, making them feel connected to other places and experiences They are an ideal format to promote interaction (with Q&As, for example) and make your brand feel more authentic. Today I would like to explain the Pros and Cons of using live streaming in content marketing, and the main platforms that have taken it aboard.

Pros and cons of livestreaming videos

The pros of livestreaming videos

  • They are profitable. Compared to other kinds of videos, live videos are a much less costly solution, eliminating the need to invest in production and editing. Furthermore, once the live video is finished, the recording stays on the platform, allowing you to download it, edit it and share it again and again.
  • They are attractive. Live Streaming videos are one of the formats of content with most potential to seduce users, showing your brand ad transparent and authentic, with real live human beings behind it. This kind of content is fantastic to answer users’ questions, give them a sneak peak into what is coming, transmit the launch of a product, give demonstrations, and much more.
  • They increase the quality of viewings. The first data on livestreaming shows that users spend three times longer watching live videos (compared to pre-recorded ones). If you want users to stick with you and listen, add them to your content marketing strategy!

The cons of livestreaming videos (and how to overcome them)

  • They are unpredictable. We all know that the trouble with live anything is the unpredictability - technical difficulties, mess ups, cough attacks… anything that can go wrong, will go wrong. Take BuzzFeed for example, who had to cancel a live interview with Barack Obama on facebook (in the end their viewers had to watch it on Youtube). But don’t worry: with a good action plan, the probability of disaster decreases, and most people are more than understanding with these mistakes.
  • They can be low quality. Most marketers are no experts in audiovisual production, meaning some live content can come out quite primitive in terms of image and sound quality. To get a good live transmission, you will need a fairly experienced team and a powerful internet connection. And, of course, never forget to leave plenty of time for light and angle checks before going on air.
  • They can be misused. Livestreaming should be used to create and share content, not to robotically repeat the same sales message you have everywhere else. High quality content is what brings value to consumers and maintains a relationship with them, no matter what the format. If you want to be sure to get it right, my recommendation is to make a basic script or guidelines for each video, all the while leaving enough flexibility to improvise and interact with your audience.

The main livestreaming platforms on social media

Want to build live videos into your content marketing, but don’t know where to start? An important first step is to figure out which different platforms exist and which can fit in best with your brand and strategy. These are the main ones that exist today.


Facebook Live

Since the launch of Facebook Live in April of last year, this most popular social network has gotten as on board as can be with livestreaming. Its big advantage is, of course, its user database. Facebook gives you the opportunity to reach out to people with all kinds of profiles, and, if you have spent the last years building up your community, you already have a great headstart.

Facebook Live offers a fluid user experience with plenty of analytics and engagement data. Live videos are blended directly into the Newsfeed and are given a privileged position while being transmitted.  

For 2017, facebook is expected to add some new features through 360º videos. It is without a doubt an incredible opportunity for any brand.


Twitter Live Stream

In December last year, Twitter joined the live video movement by inviting their users to transmit video with the hashtag #GoLive. Just like tweets, Twitter videos are easy to share, greatly increasing interaction and virality.

Although facebook is currently in the lead thanks to its huge user database and their effort in promoting the platform, the competition for crowned queen of live video in 2017 will be intense. At the moment, Twitter has invested in making some noise with a series of high-league live transmissions, such as Wimbledon tennis matches or the US Presidential Debate.


Snapchat

Snapchat has had a live video feature for the past 18 months. Just like any other content on this network, the videos are temporary and auto-destruct after 24 hours. If your brand counts on a young audience, Snapchat can be a great promotion strategy.


Instagram

Last but not least, we have Instagram, that discretely launched their live video feature last summer. Although its launch was not overly notorious, it is a very interesting option for brands that already have an established presence on this network.


I hope all this information will have helped improve your understanding a little bit more about live streaming videos on social media.

Lastly, before your leave, I would like to recommend reading our article on Video Marketing trends and benefits on social media.

See you next time!

 

Berta Campos

@berta_campos

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