Live Streaming and The Power of Now
Certain professions have long been ahead of the game when it comes to live streaming events. Imagine a security guard sitting in his office, monitoring CCTV footage recorded the day before. Whilst this still has its uses, it is by no means the most effective way to stay informed. This seemingly simplistic methodology of live access to new information has taken the world by storm, particularly where news and events are concerned.
When a major news story breaks out, are you more likely to switch on the TV and follow live footage reported directly from the source, or wait for an aftermath of information in the newspapers the next day? With platforms such as Facebook, Twitter and Instagram all developing such user-friendly software to live stream, there is no reason not to utilise these functions to benefit the success of your events.
Whether intentional or not, the moment a story is recounted through an observer’s eyes, the information is skewed in some way. An event will be depicted in the way the storyteller sees fit, and certain details may be omitted if deemed irrelevant. A photo may be filtered, altered and touched up where necessary. When it comes to videography, even video clips plagued with opinionated comments will manipulate the way they are watched by the viewer. Live streaming is arguably the purest form of unadulterated and accurate information, devoid of contamination.
Staying Ahead of The Game
The second the present that you have not been a part of becomes the past, you are playing catch up; somebody already knows more than you do. To fully utilise the software available, you must first be aware of the power of now. The concept of FOMO (a fear of missing out) is a useful tool in the engagement of viewers when live streaming. We have all been there when a video or link is sent over by a colleague or friend and we’ve thought to ourselves, “now’s not a good time, I’ll watch that later”. Quite often, if not prompted, that later never comes. With a live stream, there may not be the option to watch it later and so a sense of urgency is introduced.
There is something unexplainably bonding about watching an event live, being a part of the experience and making a memory, as opposed to watching as an outsider post-event. Engagement is enhanced, regardless of the size of your campaign. If budgets, venues and other external factors are limiting the numbers on your guestlists, it would seem silly not to tap in to the opportunity to instantly broaden your audience by extending the invite to the internet.
Live streaming can be useful not just during an event, but prior to an event. Even on the day of the function, one short, accessible piece of footage showing the set up of the venue and an insight into the atmosphere could be the deciding factor for those ‘maybe’ attendees that hadn’t quite made up their minds. Your events may be reaching the eyes and ears of followers that you may have overlooked, and who had previously overlooked you. Social media platforms such as Facebook and Instagram understand the need for immediacy in live streaming and will therefore often notify their users when a person or page goes live. This creates the opportunity for an instant watch, rather than waiting for a casual browse through one’s homepage in the hope that they stumble upon your stream.
The risk is minimal, and the results are huge, making ‘now’ the only acceptable time frame for marketing your events. Remember to approach live streaming with professionalism – you may wish to invest in a tripod for steady filming and have a play around with lights and angles before going live.