Social media video live streaming is the new engagement trend. Since it appeared in social media with Periscope, it has been in the front of the recent improvements in the major players of this sector. You can’t ignore the fact that live videos have 10 times more comments than standard videos, if you want people to connect and engage with your cause or project.
Even though some of these live streaming options are still in their early stages of development, catching this trend now, will give you not only the boost of being new, but will also give you the knowledge on how to make the most out of it in the following years.
I’m focusing this article on Facebook Live, but be aware that there are also other social media platforms with a lot of success using live video. Snapchat, for example, is known to be very effective in creating the social necessity to create, share and view live videos compulsively, among younger people. Facebook, on the other hand, seems to be transforming itself more into a TV network, where live video has a different social role and focus more in useful content to the final user.
Although this new trend has a lot of potential to engage viewers in a really interactive and sticky way, you have to admit that live video streaming, in Facebook, tends to be boring. Due to the democratization of content production, everyone feels they can be a content creator in any medium and platform, but that’s just a fallacy. While live video is new in Facebook, it will have success. But as soon as it gets known by users and used by everyone, it has high probability to lose interest.
First of all, you need to know to whom you are communicating and why you are communicating this way. Again, this goes back to the Communication Strategy and Marketing Plan your nonprofit should have. There you can find the main stakeholders, the messages you want to get through to each one of them and how you should do it in a general sense.
You can’t just use Facebook Live because it’s fun and everyone is using it. You have to understand if it fits your goals and target audience and how it should be done.
Only having all that into account you can decide what type of Live Video you want to make. Here are some examples:
As you see, there are endless possibilities and good uses for Facebook Live, as long as they fit your Communication Strategy and as long they are done right – remember, it can become really boring! In future posts I’ll give you some practical tips on how you can make the most out of live videos.
Meanwhile, I’m interested in those how already work(ed) for a nonprofit. Have you already done any Live Streaming? How was it? Where you able to measure the real impact of that effort? Do you feel you had enough knowledge or resources to do it? Fell free to comment bellow! 🙂
I want to highlight the final goal here, because Live Video can be tricky to nonprofits. It can give the feeling to the viewer that what they are experience is more real, that they are there fighting or participating in the real world – but they are not! As an nonprofit you want them to go one step further and actually act and do something regarding your cause. So, here it is really important to have a specific goal and a call to action during the live video and also in the communications before and after the video.