Why? Probably because many of the producers of Live Stream Videos see other social influencers popping up on Twitter and YouTube with Live and Videos and they immediately think…Oh, if they can do we can also.
What many markets do not realize or just do not know, is how their consumers now view videos. Consumers are a business’ worse critic. Consumers, over 88% of them, watch so many videos a day they have developed a quest for high-quality videos.
Gone are the days when a non-influencer can fire up a smartphone, shoot a quick video and it go viral. Maybe Blake Shelton can shoot a video of him smooching on Gwen Stevonni and it receives a million views in ten minutes, but you, the non-influencer dude (or dudette) will not.
What takes place with the average marketer who attempts to create a Live Stream Video is they are not aware of the Downside of Live Stream Videos. Everyone knows about the advantages marketers can experience with Live Stream Videos, but few ever consider the things that make Live Stream Videos a disaster.
Following are just a few of the major Downsides to Live Stream Video Productions.
Nothing is more frustrating than trying to watch a movie on Netflix or the latest Foo Fighter music video on YouTube and have the video constantly stop and buffer every two minutes.
The constant stopping can really hack a viewer off and pull them out of the moment. Hacked up video streams will cause viewers…your consumers… to stop watching the video entirely.
Now, this might not necessarily be the hosting website’s fault. The user could have a really bad Internet connection or they have way too many people sharing bandwidth at the moment. Regardless of the reason, a viewer is not going to like having to put up with a low quality, high-buffering video for very long.
Live Stream Videos requires a lot of bandwidth and even more if you want to have a high-quality stream.
To get a rough estimate of how much bandwidth you will need, take a look at popular movie streaming services.
For example, Netflix requires users to have at least 5 mbps of bandwidth in order to watch High Definition video. Not many internet providers offer more than 5 mbps in their basic packages…especially here in the USA.
So, if you don’t have a high power Internet connection (or access to one), you may have to decide between video quality and playback quality. Regardless of which one you decide to skimp on, some of your viewers won’t be happy with either low-quality video or a video that is constantly stopping to buffer—meaning they probably won’t stick around very long.
Therefore, if you don’t have enough bandwidth then maybe you should just reconsider hosting a live stream until you can get better Internet service. Or…hire a professional who brings their own bandwidth encoder equipment.
Small Window of Accessibility
With live stream videos, you don’t have to worry about finding a venue with enough space for your intended audience. There are other issues you have to consider when planning your stream.
The big one is what time of day you are going to start the stream. If your market is more global, not everyone who wants to watch is going to live in the same part of the world as you and you need to make arrangements for those people. Chances are they aren’t going to want to wake up at three in the morning to hear you talk about your product no matter how interested they might be.
Smart marketers will produce the same live show several times a day to ensure they are reaching as many people possible. However, you may be busy and don’t have the resources to host multiple shows in one day.
Other options could be to host them at different times on different days, but again, finding the time to schedule this could be difficult. Your best option might just be to pick one time and stick with it even if it means you lose a portion of your audience interested in what you have to say.
Another options, of course, is to turn the Live Stream Video production over to a video production studio and let them produce the Live Stream with professional talent in a studio…kinda like having your own TV show that airs LIVE.
Just having a stream itself isn’t necessarily an issue because people cannot directly download it. While some of the above streaming options save your stream, they do not make the content available for download. However, some companies do offer a downloadable file after the lecture for those who might be interested in revisiting or for those who could not watch the stream due to other obligations.
It might seem like a good idea to have your stream available as a video download so that those who could watch the stream live can just download it and watch it on their own time. However, doing this could potentially open you up to piracy and illegal file sharing. So, if you don’t want your content shared without your permission, it might be in your best interest to have it not available for download as it could jeopardize your future streams on the same topic.
If done correctly live video streaming can be a fun and creative way to connect with your niche. It offers both marketers and consumers the chance to engage with one another in a way that is much more personal than a phone call or comments on a Twitter feed. Live video streaming should be an option for any company that wants to reach a large audience fast.
To avoid venturing into the dark side of Live Streaming Video production it is best to have a well thought out, long-term, video-centric digital marketing strategy.
Live Stream Videos are just one of the tools you need to use to be successful in your overall marketing. Having supporting videos produced so consumers can go and check out what was talked about in the Live Stream is just a single channel of an overall effective digital marketing strategy.
Contact SyncLab Media to learn more about their Digital Marketing Roadmap, Brand Mapping and other video-centric digital marketing consulting programs they offer.