How to Live Stream Your Way to PR Success
Whether it’s a football match or a concert at the O2 Arena, there’s nothing quite like a live event. Watching it on catch-up TV is okay, but you can’t beat the excitement of seeing it as it happens.
For years, television stations have taken advantage of the excitement of live events to attract viewers. And more recently, cinemas have cashed in by broadcasting live music, theatre, opera and sports events straight to the big screen. But live streaming isn’t just for broadcasters. The arrival of free streaming video services such as Twitter’s Periscope and Facebook Live, has made live video streaming accessible to brands.
What is live video streaming?
Quite simply, live streaming is the process of broadcasting a live video feed to an audience online.
One brand that’s making great use of the technology is Tastemade; a video network where people share their passion for great food online. The brand became an overnight sensation with its ‘Tiny Kitchen’ series, which involved staff making miniature versions of real food using tiny utensils, in a tiny kitchen.
The first episode of the series, which is streamed on Facebook Live, racked up nearly 4 million views, and got Tastemade a ton of free media coverage online and in the press.
This shows just how powerful live streaming can be. Here’s how you can use it to enhance your public relations efforts:
Stream an Event
If your PR and marketing campaign is centred around the launch of a new product or service, why not stream the actual event? Many of your customers won’t be able to attend the event in person, and they’re going to miss all the hype. It’s also great fodder for journalists. Give them a front row seat to the action so they can watch excitement build around your product.
A brand that excels at this is, of course, Apple. For the past decade or more, Apple has set the standard for live streaming product launches. These iconic events, held in San Francisco several times a year, attract top tech journalists from around the world. The day after, front page news coverage is almost inevitable.
Three elements make Apple’s product launch streams effective. Firstly, the product is excellent. Secondly, the delivery is scripted and masterfully crafted for maximum impact. Thirdly, the marketing around the event is carefully managed to create hype. Leaks are contained, mystery is encouraged, and excitement is cultivated.
Behind the scenes insights
Transparency is a big issue among customers. They want to know what’s going on behind the scenes. With the help of live streaming apps, companies have been lifting the curtain to show their customers how they do things. For example, Arsenal Football Club regularly streams exclusive live footage from their training ground, and gives viewers guided tours of the club.
You can show customers a demo of your latest product. Or show them around the office and introduce them to some of your staff in real-time. The advantage this has over traditional video marketing is that your customers are made to feel like they’re in the room with you.
Offer online tutorials
Tutorials are great because you’re not just selling a product or service, you’re providing the benefit of an education, which adds extra value to your company offering.
Live streaming allows you to provide an interactive lesson like no other. You can enable comments in real-time, so participants can instantly see what others are saying, and questions can be answered straight away.
Breaking news and responding to PR disasters
The beauty of live streaming is being able to respond immediately to breaking news or a PR crisis, without relying on the media. If an issue needs to be clarified, or an apology made, live video is the quickest and most genuine way to deal with the situation.