BECAUSE LIVE STREAMING CONTENT STILL NEEDS PLANNING

Today, live streaming has taken a new identity. Multiple identities in fact. From Meerkat (sorry buddy), to Periscope (from Twitter) to Facebook Live to YouTube Live (and many other players we just can’t remember the names of), live stream has become a necessity for digital marketers today. It’s not a tool we are considering, it’s a tool we have to consider as marketers. Especially, if your audience includes the millennial audience, you are already behind if you are not live streaming your content.

So how do you start if you haven’t already? How do you optimize if you are already checking it out?

You need a plan.

As with any digital marketing channel, you have to approach it with a strategy and content plan. You need your content to align with your overall marketing content, but you need to align the content for live stream to that particular channel. You can’t have it recycled to this channel. Sorry kids, that won’t work. It’s a whole new beast. Plus, you can’t edit as you go. It’s live.

Instead strategize the following:

  1. What’s your purpose for being on live stream? Does it work for your brand?
  2. What’s the story you want to tell? Is it about a product? An experience?
  3. What is the end result? What do you want your audience to takeaway?
  4. What is success? How will you measure that?

If the above calculates and makes sense to move forward, plan your content and time how you will execute (and who):

  1. Who’s the cameraman?
  2. Will someone speak or will it be based on the environment?
  3. What’s the script? You need a rough idea if there is someone speaking.
  4. Storyboard the shots.
  5. How long will the videos be? How many do you need to tell the story?
  6. How often will you shoot?

Distribution:

  1. How will you audience know you’re there and how to discover your brand?
  2. Help them find you – promote it. And promote some more. The worst thing you can do is spend time creating cool videos and then no one seeing it.
  3. Ask your fans to share. Why not?

Lastly, see if it works. Pick a measurement plan and test plan to see if your brand is going to be successful at live streaming or not. Sometimes it’s the content you choose that you need to test and not the live streaming part. So test different types, different cadences, and different tune in times. And of course, allow your fans to take part.

This post was originally written for Social Media Club. 

So You’re Saying There’s Another Live Streaming App?

live streaming app

Facebook has entered the livestream game with Live, and are we surprised? No. Does it matter? Definitely. We’ve written about it before – when Periscope entered. It mattered then, because Periscope, brought to you by Twitter, made Livestreaming simple and and easy. It brought it to the masses, although Snapchathas been playing in this space, for a while too.

The reason we keep caring about the new guys, is because they’re making live streaming more powerful. These apps are being brought to you by the powerful names you already know and the technology behind them is a big deal.

Periscope is backed by Twitter, Snapchat is backed by a huge audience, and Live, is now brought to you by Facebook.

And Facebook as you know – has everyone, along with everyone’s mom, dad, grandma, and neighbor on it. Brands want to be everywhere their audience is, and Facebook basically has the monopoly on that. So when Live was released, we had to see what it’s all about.

Here’s what you need to know about Facebook Live:

Ease of Use

  • All within the Facebook App. For audience members who don’t want to download a new app, this may be helpful.
  • You can broadcast it, save it, and share it directly to your feed.
  • You can subscribe to your friends and people/brands you are fans of and be notified when they broadcast.

Ability to Save/Replay

  • This is great for more views over time
  • Allows for more content in your arsenal

And the big differentiation – who will see it

According to Techcrunch:

Facebook’s filtered feed might be worse for real-time breaking news streams, and the re-sharing isn’t a big thing there. But if a stream gets lots of viewers and feedback, Facebook can automatically push it higher in the feed so it’s more visible. Basically, Twitter relies on explicit amplification by viewers while Facebook’s algorithm chooses who sees what stream.

The key takeaway here, is that it depends on where your audience is.

Some brands have a larger audience on Twitter, while others rely more on their Facebook community, while others are still building both, and it may help to try Periscope and Facebook Live and see which works.

My advice, try both and test to see which one is best for your brand. When you’re a startup you’re nimble and have the ability to test quick, learn fast, and move forward with what works (and drop what doesn’t).

And it doesn’t hurt to see what your competitors are doing. If one seems to be working better for them, perhaps you should be there too – just be sure to find a way to tell your story differently.

This post was originally written for Startup Fashion. 

Checklist: How to Plan Your Video Content Creation

video content creation checklist

In the past we’ve talked about the value of video content for your brand, and how it’s important to addvideo content to your social strategy, but when it comes down to the actual video content, it’s not simply a point and shoot situation.

It takes time to plan your video content and produce something of actual value and so when you distribute it, your audience will be excited to engage with it.

Step One: The Big Picture

  1. Will this be a one-off video or a series of videos?
  2. What is the direction of the video: interview, how-to, documentary-style?
  3. Is it long form or short form?
  4. What is your budget for the video production and editing?
  5. Do you have all the proper paperwork and rights for distribution?

Step Two: The Content Strategy

  1. Will the video be connected to a larger campaign such as an event or a launch?
  2. What will be the overall theme of the video?
  3. What are you trying to communicate?
  4. What is the takeaway for the audience? What do you want them to do or feel or think after watching it?
  5. How many formats will you need?
  6. Where will it be distributed? How will you get it out there?

Step Three: The Story

  1. Have you written a script for your video?
  2. Have you created a storyboard for it?
  3. Have you cast the people for the video?
  4. Have you found a location for it?
  5. Have you created an “alternatives” plan for location and cast?
  6. How many different ways can you shoot the video to keep it interesting?

Step Four: The Shoot

  1. Can you take photos and social video of behind the scenes while you’re there? (i.e. periscope with your iPhone while you’re shooting).
  2. Can you re-use the same location and cast a few times? (i.e. make the most of it?)
  3. Can you shoot extra footage? Having more is better than not enough (you can always edit later).
  4. Do you need to shoot something again? Don’t be afraid to do this, it’s your brand.

Step Five: The Editing

  1. Have you watched the B roll for extra content?
  2. Can you edit some extra formats? (i.e. short form clips for social posting)
  3. Are you there with the editor during this process? This is how the story can unfold, so be there to help.

Step Six: The Distribution

  1. Is everyone who said they would distribute playing their role? You’ve put time and money into this video so don’t be afraid to follow up and confirm their help.
  2. Do you have a social media distribute calendar ready? Make sure to post your video more than once on certain channels (i.e. Twitter, Instagram), as not everyone will see it the first time around.
  3. Can you let people see the full picture? (before, during, after)

Step Seven: The Afterwards

  1. Have you learned anything from this process?
  2. What worked well and what didn’t?
  3. What would you do differently in terms of the team, the story, the editing, or the distribution?

And something to keep in mind during the entire process is to be mindful of opportunities to extend the budget, especially when you’re on set. For example shooting extra shots such as B roll and taking photos will be worth it when you can extend that content later.

This post was originally published on Startup Fashion.