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WHAT ’S INTERESTING IS THAT PEOPLE HAVE ALMOST BECOME SLIGHTLY LAZY. THEY DON’ T GO AND SEARCH FOR A LIVE STREAM. IT HAS TO BE FRONT AND CENTRE
SOCIAL ISN’T WHAT IT USED TO BE Audiences are also interacting with streams differently to how they used to, says Ward. Strategies that worked for an audience a couple of years ago may not have the same effect now, even if presented to the same audience on the same platform. “Viewing times and patterns haven’t changed in terms of when people show up to watch stuff and how long they watch for. What’s interesting is that people have almost become slightly lazy. They don’t go and search for a live stream. It has to be front and centre on the right platform for them. You need really solid data on what platforms relate to your audience or it really is a shot in the dark.” “There’s a good example with Facebook vs. Twitter. Facebook is a broad catch-all of communications for brands to their audiences, whereas Twitter tends to fall into two categories – either it’s a news channel where the brand is passing on communications to its audience, or it’s a complaining, customer services channel. “If the Twitter channel is a customer services channel, we find live streams don’t work very well. People are using it as a customer services channel and don’t want to hear about your latest offer. If it’s a news channel, the take-up is vastly higher. People have signed up because they want to hear the latest thing going on. So just that detail about how the channels are used can have a big impact on how audiences are willing to engage with you in a live stream.” What’s clear is you don’t step into the same stream twice. Building a brand in the world of online video takes not just a commitment to engaging on new platforms, but being smart about every step you take along the way. It’s impossible to embark on this new venture without making mistakes – just remember to listen to your audience, study the data and learn from others’ experiences.
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