An attendee at the Curacao Social Media and Content Marketing Strategy Workshop asked about ways to go live with brand impact?
That’s a content marketing strategy topic I’ve been thinking about as more social platforms offer “go live” features, including Twitter, Facebook, YouTube, Snapchat, and Tumblr.
His specific question was what to do to make it worthwhile for a brand, and how much to prepare so it doesn't become embarrassing (or boring, or pointless) video content.
First, a quick disclaimer: I’ve NEVER gone live, although maybe we could with some of our Brainzooming events. We’ll have to see.
Nevertheless, thinking of content marketing strategy analogies, brands doing live video strikes me as very similar to "destination TV." Destination TV is a program the audience wants to watch in real-time the first time it airs so they aren't susceptible to spoilers from friends that saw the program first and want to talk about what happened. Among the shows I'd put in the destination TV category are the Super Bowl (and perhaps a few other major sporting events), final episodes of popular TV shows, and major awards shows (Oscars, Grammys, etc.).
These also tend to be high viewership programs, which is what you want if you are going live! Another common characteristic is that broadcast networks never suddenly decide to go live and start sharing them without sometimes months of forewarning.
That's a good starting point for how to "go live" differently than many brands are trying it right now. While the video is real-time, there should be ample preparation and promotion to lead to a great go live performance.
16 Ideas to Go Live with Brand Impact in Your Content Marketing Strategy
Using the three broadcast examples of destination TV as inspirations, here are 16 ideas for getting the most from your brand going live:
- Go live with events or people that your target audience has a high interest in wanting to see in live setting. Pre-existing popularity, hype, plus past and future rarity all help generate interest.
- Plan out what will happen ahead of time, knowing where you want to start, end, and places things in between.
- Help the participants in your live stream develop material and rehearse what they are going to say or do if at all possible. A live dress rehearsal has its precedents (see SNL).
- Look at ways to integrate pre-packaged segments with the live video, even if it means going multi-platform.
- Tack on related stories and content delving deeper into the subject to interest specific audience segments.
- Brand your go live segments as part of an ongoing series of events so the audience has more to look forward to in the future.
- Begin promoting your brand going live well in advance. If having an audience is important, hit the messaging hard on WHEN you'll be going live.
- Heighten interest with unexpected guests or feature unusual pairings of people that are intriguing (or pairings that have never happened previously).
- Incorporate surprise into your promotion. Create a live event situation where viewers might have some sense of what could happen when you’re going live, but they can’t be absolutely sure about it.
- Invite the audience to participate in pre-show events planned before going live to build hype and anticipation.
- Share older (but still relevant) content prior to when you go live.
- Use a mix of scripted and impromptu segments within your live segment.
- Record segments if need be, but broadcast them live. That’s what many virtual events do – they playback recorded talks, but take live audience questions.
- Invite other parties outside your brand to cover / report on the live segment.
- Create hoopla at the location from which you'll be broadcasting to generate additional excitement (or another appropriate emotion) that will come through on the live video.
- Embed cliff hangers into the content to create suspense. You could also create the cliffhangers prior to going live, and then resolve them when you go live.
- Link partial content you’ve shared before the go live event to what happens live to flesh out a compelling brand story line.
Those are my thoughts on going live, all based off of thinking about a strategic analogy.
If we ever go live, look for more experience-based ideas! - Mike Brown
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