When you combine the highly sophisticated video capabilities of today’s smartphones with the fact that high speed mobile broadband access is now more reliable and widely available than ever, it’s hardly surprising to see a new and increasingly popular trend is emerging: live video streaming.
While pre-recorded video is certainly not going anywhere, there’s something special about a live, as-it-happens video stream. From eyewitnesses disseminating footage of breaking news events to educational institutions streaming video lectures for students in remote locations, live video streaming is well-suited for a variety of purposes, making it an adaptable and effective tool for individuals and businesses alike.
It also couldn’t be more convenient, given that there’s no need to go through the extra steps of uploading smartphone-shot video to a PC and posting it to a website or social media page. Many smartphones and social media platforms make the live-streaming process seamless.
Companies of all sizes are finding that live video streaming is a way to connect with customers, build stronger brand engagement, and put a personal spin on business activities. The best part is that is just takes a smartphone and a little know-how.
If your business is considering incorporating live video streaming into its marketing and outreach activities, here are some best practices to keep in mind:
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Think about what you want to stream.
The options for what you can stream and share live are virtually unlimited. You’ll want to think about what makes the most sense given what your business is all about and what audience you want to reach with your broadcast.
Sharing live events, such as a conference or product launch, can be a great way to make your customers feel like part of the action. You can increase involvement by responding to viewer comments during your live stream and changing what you’re showing based on what viewers say they want to see.
Interviews are another popular option, whether they feature your own employees or industry experts from outside your company. This format allows viewers to put a human face on the products or services they enjoy and to get personal information and opinions from company and industry insiders.
If your business is known for its products, why not give viewers a behind-the-scenes look at the manufacturing process? Being knowledgeable and informed about what they’re buying is a strong value for today’s consumers. The more detail you can share about your products – whether that’s a look at design drawings being produced or a live tour of a factory – the more engaged your customers will be.
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Choose a streaming app.
Before you can stream live video from a smartphone, you’ll first need to set up a streaming service on your device. There are a number of different apps you can use to do this.
The original app, and still one of the most popular, is called UStream. It is available for both iOS and Android devices. UStream options include choosing between high-quality or standard quality video, publishing your stream on your Facebook and Twitter accounts, flipping between the front and rear camera on your device, and showing or hiding a chat room where you can see and respond to viewer comments.
Another popular app is Meerkat, which allows you to stream live video to your followers on Twitter. The Periscope app offers the ability to stream and record video at the same time.
For those who don’t mind waiting, there’s a new live mobile streaming service on the way from YouTube, which announced in summer 2016 that it will be adding a live-streaming option to its mobile app. The service is not yet available, but YouTube is promising fast and reliable streaming, and live video streams that are as easily searchable as uploaded videos.
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Pay attention to detail.
When you’re ready to begin shooting and broadcasting, pay attention to detail. The quality, design, and technical elements of your video are just as important as the type of event you’re sharing. Important elements to consider include:
Background
An overly busy background can distract viewers and make it hard to tell what the main event is. If you’re recording a static event like an interview, make sure it’s against a backdrop that draws the viewer’s eye toward the video’s subjects, rather than away from them.
Lighting
No matter what you’re streaming, proper lighting is essential if you want your viewers to see more than a blur. If you’re live-streaming from a dim environment like a factory or a warehouse, consider bringing in extra light sources during filming.
Stability
Keeping your smartphone stable while filming helps produce clear, sharp videos. Rather than simply holding your smart phone, try using a small smartphone tripod, or find something on which to prop the device.