Mediocre Live Streams Are As Brand Erosive As Bad Breaks On-Air
January 19, 2016
There is a lot of talk around "being the in the moment" these days.
From "live-tweeting" events to using Periscope or Facebook "Live," brand building today has much to do with providing more meaningful experiences in the midst of so much distraction.
And as social platforms evolve, it's important to pay attention in order to understand how to differentiate our brand from everything else.
Like Twitter's latest feature.
Now when live streaming through Periscope - fans can see the live stream or replay on auto-play through the Twitter iOS app.
This is such a great improvement for you and the experience. It's a way to keep things clean on-air when you're directing folks to your live stream. Rather than having to explain Periscope, now all you have to say is something like, "Join us on Twitter at (station handle) to watch what is happening."
It's mini-reality-live TV happening as we scroll our News Feed. When the feature rolled out, WDVD/Detroit was the first station that showed up in my Twitter News Feed. It looked like this:
So I stopped and watched Blaine Fowler and Lauren Crocker of "The Blaine Fowler Morning Show" play "power pong" (regarding the recent billion dollar power ball jackpot).
It was great. No more having to click a link, it's right there ready to view.
But here's the deal - now that it's even easier to watch live streams, the onus is on us to captivate enough attention for people to actually sit around and watch.
That's tough because scrolling is an official pastime. It's what we do.
So what are you doing that is worthy enough to "pause the scroll?"
Start by creating a fan strategy.
Give them what they want:
Fans crave it. Beyond offering the opportunity to ask artists and celebrities questions via the live stream, what else can you do? Could you set up a virtual duet between an artist and fans? Think past ordinary.
What can you broadcast that no one else can or will?
Predictable and safe is boring. Create impact by bringing out the inner weirdo in all of us. Make memorable moments.
While it's best for live-streaming to be planned out socially - be prepared to be skillfully spontaneous.
One of the magic moments is when viewers actually influence the broadcast. Whether that's a comment being read out loud or something suggested is played out.
It's tough when hundreds of people are watching you but each person should feel like they got a minute with you.
This is an important evolution of the social space; live, raw, real time moments.
Just don't live stream for live stream sake; everything in moderation.
Substandard and self-involved social posts, tweets, snaps and live streams are as brand erosive as bad breaks on-air. Over time the audience becomes fatigued and unmoved.
In short, they become passive fans.
And there is no value in a passive social fan base.
Have fun with Twitter's new auto play feature for Periscope. I always enjoy the creative you come up with.
Reach out to me anytime on Twitter @lorilewis.
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