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The Deep Focus Guide to Live Branded Video

DEEP FOCUS INTELLIGENCE BRIEFING:

THE 5 'S' GUIDE TO LIVE BRANDED VIDEO BROADCASTING

Social live streaming launched as a niche product on specialized apps Meerkat and Periscope in early 2015, and quickly proliferated as the shiny new toy across key

social platforms shortly after (YouTube, Facebook, Twitter,  with  Instagram rumored to  follow). While it’s primarily being leveraged by personalities, publishers,    and

brands with large marketing budgets, social platforms are increasingly trying to establish live video as a habit among brands and users    alike.

What are the critical elements to creating a well-received live stream?

With viewing habits so rapidly drifting to on-demand, live video needs to deliver truly valuable content to convince viewers to watch NOW.

Through hands-on experimentation, Deep Focus has developed the 5S’s unique to successful live  streams  compared to  typical video  content:

Scarcity

Is this exclusive content I can’t view   elsewhere?

Insight: Viewers tune in to Live streams because they’re an opportunity to see something that no one has seen yet

Spectacle

Is something interesting happening or is there a potential that things will go wrong?

Insight: The unedited nature of live content is a powerful motivation for viewership – it’s so rare to truly feel like “anything can   happen”

Simultaneity

Is this content better because I’m watching it at the same time as others?

Insight: Second-screen behaviors eschew the first screen when live content is available on mobile device in a format that encourages discussion and   sharing

Span

Is the content long enough for me to discover in feeds or through push notifications while it’s happening?

Insight: Because this content is in social feeds but is still live, the content discovery journey for viewers will vary by platform but will need time to travel and build an audience

Structure

Can I jump in at any point and easily understand what’s going on and why I should stick around?

Insight: The vast majority of viewers won’t join the live broadcast at the very beginning, so content needs to provide constant cues about what the viewer can   expect

 

Other tips to  consider:

 

  • Currently Facebook doesn’t offer a paid unit behind this format, but benchmarked results demonstrate significantly higher organic reach for brands vs. other static or video content, with some citing up to a 30% increase. Twitter currently has slightly better paid capabilities for live     content.

 

  • A brand’s total reach extends beyond live viewers,   as (again varying by platform) a viewer’s network is notified when friends view,  like, or comment on the live   stream.

 

  • Live content succeeds both during and after the broadcast based on its ability to travel. Influencers are often a natural  fit to fuel live content virality. Verified pages also have the ability to  schedule live broadcasts in advance, in order   to drive  anticipation.

 

  • It takes a little while for live streams to build an audience, so live viewership typically peaks a couple minutes in. Make sure to plan for your key messages and moments after this point.

 

  • To keep audience engaged beyond a minute or two, it’s helpful to “tentpole” exciting moments throughout the remainder of the broadcast.

 

  • Live video can be saved, edited down, and   repurposed after broadcast, so think in advance about what additional mileage you’d like to  get from the asset and then plan editorial  accordingly.