Live streaming is quickly becoming quite the “thing” on social.
Facebook’s even jumping on the bandwagon, with Facebook Live. Originally only available to high profile celebrities, Facebook Live is now available to the masses allowing users to, “broadcast to the largest audience in the world with the camera in your pocket”.
In case you’re new to the “live streaming” convo, millennials are obsessed with the live stream; so much so, that they’re abandoning traditional cable options in favor of streaming options (including social content).
Twitter’s recently acquired platform, Periscope, boasts that 110 years’ worth of live video is watched daily just on their app.
From Periscope to Twitch to Snapchat, live broadcasting is the total bomb with Gen Y crowd.
"Why?" you may ask.
Recent studies show that when consuming media, over 40% of millennials actually value authenticity over content itself and there are few things more authentic that live, unedited, social streaming.
So let’s chat about why live streaming is such a big deal to today’s consumers, and explore three ways your organization can leverage this unique application to connect with wider audiences:
Video is a big, BIG deal.
Facebook’s algorithm change at the beginning of 2016 threw many marketers for a loop. Content types that had previously yielded wide reach – like hashtagged graphics – started losing their panache in favor of a new Facebook favorite – videos.
Check out these video stats:
Video is quite literally going “viral”.
Consumers crave authentic content.
Recycled, prescheduled social media content is so last year.
Today’s social users want authentic, transparent, and unedited content – all characteristics of live streaming.
Describing Facebook’s Live applications, Mark Zuckerberg stated, “Imagine sharing not just moments with your friends online, but entire experiences and adventures.”
Organizations can utilize live stream videos options to broadcast live events, product launches, trade shows, conferences, and (if you’re really feeling “millennially”) Friday office pranks. By streaming real-time coverage, you’re providing a different, more authentic view of what’s going on at the event or organization – something that millennials absolutely love.
Check out these three examples of organizations scoring on streaming:
Streaming pulls back the curtain.
Pulling back the curtain is no longer a pie-in-the-sky strategy reserved for PR pros; it’s a must-do for organizations seeking to remain relevant within the millennial marketplace.
Broadcasting on live streaming apps like Periscope, Snapchat, and Meerkat allows you to take followers behind the scenes, and explore what your organization has to offer. You can introduce team members, walk them through the production process, and give behind the scenes access to daily activities. This type of sneak peek content is a great way to engage transparency craving millennials digitally.
If you want to mix it up, rotate control of your social accounts among trusted employees or departments. Give them control of it for a one day, just be sure to set up some content guidelines to prevent an unwanted social “Oops!”
About the Author:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.