Live Social Video
Live Social Video: Here To Stay
By 2019, 80 percent of all consumer internet traffic will be from video, according to data from Cisco. If our social media feeds are any indicator, it would appear we’re already there. Thanks to Facebook Live’s launch about a year ago (a $50 million investment), real-time video is transforming the trend. There’s no shortage of platforms to choose from, like Facebook Live, Facebook-owned Instagram’s live video function, Twitter, Periscope, Holyvent, Crowdcast and Snapchat. For marketers, live social media video has become the new webcasting.
Take the 3D CAD design event of the year, with SOLIDWORKS World 2017 from Dassault Systemes, which featured a Facebook Live stream of the general session. The company supplemented the content with a “man in the crowd” feature during the general session, broadcasting live interview segments with a roving crew and taking questions from the audience watching online, all on Facebook Live. For a user conference of 6,000, the results were stunning—upwards of 80,000 people from around the globe tuned into the Facebook Live segments, with many more accessing the content on-demand.
General Electric (GE) leveraged live video for a Drone Week program on Periscope, broadcasting birds-eye views of its industrial facilities across the country in an effort to tell a “wider story about its presence in other industries,” a perspective on the company the public rarely sees. In another exclusive content twist, the brand followed up with a second Drone Week during the Rio Olympic Games last summer, taking audiences behind the scenes and showing how its technology helped “power the Games.”
Providing visceral engagement with its medical research work, Mayo Clinic produced a live stream of a colonoscopy on Periscope to promote cancer screening awareness in collaboration with organizations supporting research and awareness. And leading up to its 2016 IBM Connect conference, IBM hosted “micro-events” on Crowdcast, featuring speakers, content and discussion topics, in an effort to acquire new audiences.
And then there is the flipside of the coin: attendee-generated live video. Event marketers realize that activities and content on-site may be seen by wider audiences. But the most successful event marketers are embracing this nuance, reserving front seats during keynotes for attendees who want to share live video with their followers, setting up usable studio space with a branded backdrop for attendees to film personal broadcasts, and hosting tours and filming the footage—leaning on attendees to film and share it, too.
Talk about amplification.