Live Video Marketing: What to Expect and How to Measure Success

When learning about something or researching a product to buy, many individuals would instinctively go to YouTube or Google and look up reviews, compare the options, and watch videos to see the product in action.

Whether it’s a new laptop, moisturizer, or even a new car, watching and learning more about the products online is ingrained into many individuals’ buying process now. Because of this change in buying behavior, companies and businesses everywhere are shifting focus from pure advertising to being more informative and educational with the content that they publish.

For example, every few years, most of us would get a new phone, whether you’re am Android diehard or a dedicated Apple lover, we still would do a little research before choosing which phone would truly be the most useful to us. Through research, we might stumble upon some videos from MKBHD, Linus Tech Tips, or Unbox Therapy about the newest flagship models of phones we’d consider buying.

While highly produced and pre-recorded content has its place in the marketing mix, live video also has a massive impact on the buying experience of a potential customer. During live videos or product demonstrations, viewers could not only learn about the product itself, but also ask any questions that might come up. This direct and real-time interaction is what makes live video so special when it comes to product marketing and content creation.

Based on a study from 2017 from HubSpot,

nearly 54% of consumers wanted to see more video content from brands and businesses that they support.

With such a huge demand from consumers, what could a marketer expect when creating live video content? Continue reading to find out!


 

Table of Contents

Viewership

Technical Issues

Planning, Preparation, and Producing

Measuring Success

Conclusion


 

Viewership

Much like many efforts in marketing, live video content is an ever-changing process. Your first live show is going to be significantly different from your last and this aspect of live video is one of the many wonderful things about marketing: there’s always ways to get better no matter who you are.

This idea of continuous growth also translates to the number of viewers during a live stream as well. No company starts out with 1,000 paying customers and no live streamed event or series starts out with 1,000,000 viewers. However, through consistency and delivering quality content that your viewers love, you can rapidly grow your live stream, brand, and business through the power of video.

That is why it’s important to have a consistent schedule for your live show or live event. By having a consistent time and day during for your live stream, new and existing viewers know when to tune in to watch your content.

For example, if you’re a clothing brand that releases new products every two weeks, setting a live showcasing of the new products on Saturday at 7PM every two weeks allows for your shoppers to schedule out their week and dedicate time every Saturday to see what latest items are coming out.

Of course, this example isn’t only limited to clothes. It could be wines, new feature releases, news, or company updates. The possibilities with live video content are endless and the power is in the hands of the creator, business, or brand.

 

Technical Issues

Murphy’s law states that everything that can go wrong WILL go wrong. This is especially true during live productions.

Often times, when making the content plan for the show, going over who’s going to be on when, and what to promote during the show, a small detail or a vital power cord might be forgotten in the mix of everything.

No one is exempt from this possibility no matter how big of a production crew you might have. That’s why it’s important to know how to deal with and overcome technical issues when they eventually show up during live shows. In three simple steps, we’ll outline how to deal with on-air emergencies and issues that might come up!


  • Keep the show running!


Just because one part of your show was abruptly ended, or someone didn’t show up doesn’t mean your show has to. Simply moving on to the next part of the show will allow you to still deliver the amazing content that your fans love to watch.


  • Figure out how to get what you need, quickly and smoothly.


If a guest hasn’t appeared yet or you’re missing a certain item, move on to the next part of the show while someone figures out how to get what you need to you to run the rest of the show. If this means having them call the talent that’s missing or running to storage to find where that cord might be, then it must be done.

Of course, this is only a luxury of live productions that have extra personnel on-site. Many smaller productions where the talent and the production staff are mostly the same people can’t simply call someone else to solve issues during live events. This is where the last step will be essential for many shows out there.


  • Cut to a break or “BRB” screen.


Having a “We’ll be right back” screen has saved so many live productions in the past. Whether it’s live news or a small church production, having this screen gives the on-site crew time to prepare someone who might’ve arrived late or find that cord in the storage room.

 

Planning, Preparation, and Producing

While it’s true that technical issues are inevitable in an on-going live production, most, if not all of it could be mitigated with proper preparation and planning.

Having the run of show or content plan for the live event is crucial to high quality productions but having thorough preparation is just as important.

There are many things that a live production could do to prepare for that big show coming up, but we've boiled it down to three key activities:

  • Make sure your talent knows the content and where to be at what time.

During some of our higher end productions, we’ll have debrief meetings with our talent to go over content, how to use our platform or certain tech that’ll be needed during the live stream, along with plan B’s just in case. By going through these debrief meetings, we were able to make sure everyone was on top of the content along with getting verbal acknowledgements of where to be and when.


  • Create alternative plans.

Life happens, sometimes people get sick, or something doesn’t go right during a show. Having suitable alternatives for your talent, equipment, or even content is always going to be appreciated if something does ever go off course.


  • Double check or even triple check essential equipment and bring backups.

Cameras, lights, batteries, wires, all this essential equipment for live production could be failure points for your show. Making sure that they all work and are charged up a week before, a couple of days before, or even a couple of hours before the show starts will give everyone on set peace of mind.

For us, we make sure to replace or charge every battery powered equipment we have before shows. Running the risk of having a half charge on a battery and the possibility of it powering off during a live event is something that we don’t want so replacing and recharging every show has become a habit here at Zeacon.

 

Special Bonus Tip

  • Rehearse, rehearse, rehearse

Rehearsing with all your talent, equipment, and materials before the actual time of the event ensures that most, if not all, problems are addressed early, and you have ample time to fix anything that does come up. Not to mention, it also refreshes the talent on their talking points and any possible comments or concerns that they might have.

 

Measuring Success

Success comes in many different shapes and forms when it comes to live video. It really all depends on what your business wants out of the video content in general. This means that whether you’re aiming to increase brand equity through producing information dense shows or to sell more of a new product that just came out, success metrics will vary.

However, there are general metrics that could indicate a successful show. To list off a few, there is:

  1. Average concurrent viewers

  2. Average viewer duration

  3. Number of comments

  4. Unique viewers

  5. Peak concurrent viewers

Average concurrent viewers simply tell us how many people on average, at any given time during your live stream, are watching your content. Typically, the higher this number is for your live stream, the better because it tells you more people are watching overall.

Average viewer duration tells us how long the average viewer stayed and watched during your live stream. For example, if your live stream was 30 minutes and the average viewer duration was 10 minutes, then that means that the average viewer stayed and watched your show for a third of a time. That’s a super impressive stat to use when planning out the next show or even getting sponsorships.

The number of comments is plain and basic. How many people chatted during the live stream? The more people chat, the more engaged they are with the live stream. The viewer is so absorbed into your amazing content that they want to share it!

Unique viewers tell us how many different people watched your live stream. Just like average concurrent viewers, the higher this number is, the better because that means there are more people overall watching your show or event. If you had 100 viewers but only 10 unique viewers, that would mean that there are 10 viewers refreshing the page to watch your show 100 times in total. While this might mean your content was intriguing enough to have them come back and watch more, it could also mean that the platform or page you’re using to host your live stream could be at fault.

Peak concurrent viewers is an especially important metric to measure because it tells us where during your live stream the most people were watching. Where the peak concurrent viewer count is during a live stream tells us when viewers started losing interest in the content and started to leave.

 

Conclusion

Consumers and businesses alike are moving towards video content. The viewers expect it from the business and the business should understand not only best practices of creating live video content, but also how to measure the success of their live shows or events overall.

Much like a lot of aspects of marketing, live video content is an iterative process. This simply means that, with every live show or event that a brand or business creates, the viewership, the content, and the overall chances of success will increase.

If you’re looking to host live streams, build your brand online, or would like to see how live video content could benefit your business overall, contact sales@zeacon.com or request a demo by clicking on the button below.