We've written before about how to create video for events, but today's post takes a deeper dive into a video medium that has quickly catapulted into everyday use - video streaming. Driven in great part by the wide release of Facebook Live, streaming video is becoming a key tool for marketing and citizen journalism. Recent use of Facebook Live to communicate not just marketing messages, but also news, has served to legitimize streaming video as a channel to reach the masses. According to a Cisco report, by 2019 video will account for 80 percent of global internet traffic.[Tweet "Streaming video is becoming a key tool for marketing. #GovEventsBlog"]
While there are many ways to capture and broadcast streaming video, Facebook, by essence of its popularity and reach, is driving the streaming revolution. With a reported 1.71 billion users on the Facebook social platform, you no longer have to entice people to watch your video on another site; you can meet them where they already are.
Facebook Live allows up to 90 minutes of broadcast content. Filming can be done directly from a smartphone with no additional equipment needed. After the broadcast ends, the video remains accessible in your page's feed and can be adjusted to allow different viewing permissions. In general, Facebook's algorithms favor video as a way to keep people on the site longer. By creating a live stream and promoting the video, it can increase your Facebook page appearance and organic reach in your audience's feeds.[Tweet "Creating a live stream and promoting the video can increase your organic reach. #GovEventsBlog"]
With this 90 minute time allocation, Facebook Live is an option for streaming keynote speakers or panel discussions. Invite people who cannot attend your events to tune in via Facebook to view some of your event's most interesting sessions.[Tweet "Facebook Live is an option for streaming keynote speakers. #GovEventsBlog"] Consider having someone conduct on-the-spot interviews of attendees giving feedback on the event. After the initial stream, you can edit the video and continue to promote it via Facebook or post it on other platforms to get more longevity out of the event content.
Don't wait until your event to start streaming. Use a live stream to announce keynote speakers, explain the check-in process, show the best public transportation routes to access the venue, or even provide a guided tour of where to park. These videos can all be used beyond the initial stream as part of a mobile app or embedded in emails that go out to attendees.
Video is another way to highlight written content. The magazine Real Simple often hosts Facebook live streams in which editors discuss current Real Simple articles and demonstrate highlighted products. For technology vendors, streaming video can serve as a medium to interview a whitepaper author to provide additional context around the paper. Viewers can then be driven to download the full paper.
[Tweet "Find ways to add streaming to your communications and marketing mix. #GovEventsBlog"]While we've focused on Facebook Live here, there are a vast number of tools on the market as detailed in this article. Take a look at your events and content to find ways to add streaming to the communications and marketing mix. Let us know in the comments how you've most effectively used video (or seen it used).
