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Using the power of live video to get social reach

21/06/16

In a world of content overload, how can you ensure your video is getting seen by the right people? 

Back in February, we chose Facebook to launch a live national training session amplifying Nissan’s Team GB sponsorship.  With seven live camera crews and three live feeds, we created an event that would go on to become a complete content campaign used in the run up to the Olympics.

You can see the work here http://redbeecreative.com/work/nissan-be-the-heartbeat and read some of our findings and tips:

1.    Don’t forget to invite your audience. Sounds pretty obvious but thinking about why your audience would tune in in the first place will really help getting cut through:​  
•    Use a teaser with the promise of something exclusive
•    Publicise the live event across as many different platforms as possible
•    If you’re going to be using live often, encourage people to subscribe so that they are notified each time you broadcast

2.    Target an engaged, enthusiastic audience. They will be more likely to participate and want to share: 
•    Take some time to research where the communities are who talk about the type of content you want to broadcast 
•    Think creatively about how your content would engage the right communities

3.    Give people long enough to find you. The longer you are on air, the more likely you will gain followers:
•    Make the video at least 5 minutes long, 10 minutes is even better
•    Live video can last up to 90 minutes, but don’t try and fill space if you have nothing to say 

4.    Encourage interactivity. That is the beauty of live broadcasting, your audience can participate so factor that in when you are preparing the content idea:
•    Let people know you’ll be taking questions
•    When you respond, call the person by name

5.    You still need to tell a story, you want to give your audiences a rewarding experience: 
•    Think about your narrative arc, what is the catalyst, conflict and conclusion? 
•    The better the narrative, the better the opportunities to re-use the content 

6.    Consider whether to share the full or edited film after the event:    
•    Think carefully about the best platform for live broadcast, this should be informed by how you want to use the content later 
•    Should it be available for just a short period to give it a sense of value and urgency? 
•    Would a shorter edit be more appropriate for other platforms?    
•    You can embed Facebook video elsewhere, so add it to your blog, website and other social platforms 
                                                                                    
7.    Think about how your live event for a few translates into content for many:
•    Plan and map out your asset creation – pre, during and post broadcast 
•    Think about different platforms and audiences and what the value of the video is for those audiences

8.    Agree the success measures upfront  
•    This will determine the narrative and the story as well as the platform and distribution plan 
•    Decide whether you want to track concurrent views (viewers that dip in and out) or total views 
•    Build a picture over time to help refine your live video strategy

9.    Make clear your Call to Action 
•    What are you driving people to do? Vote, submit questions, participate, visit website? 

10.  Ensure you have a good connection, obvious, but good housekeeping is vital
•    Make sure you’re on either 4G or Wi-Fi to ensure you don’t drop out mid broadcast
•    The connection could affect the time length that you plan for  

If you would like to find out more about how to create a winning social video strategy, contact us at vicky.stewart@redbeecreative.com

Kath Hipwell, Head of Content Strategy
Vicky Stewart, Business Development Director