What’s going on with live video?


Written by on Thursday, September 8, 2016

Live-streaming video is having a pivotal moment. Explored equally by highbrow journalism, mainstream entertainers and all kinds of content creators in between, here’s a brief look into what’s happening in live video right now.

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Image: Shutterstock.com

The recent industry news demonstrate that live video might become bigger than anyone expected.  Facebook  reportedly hit 100M hours of video watched per day, and stated that it will distribute $50 million to 140 deals with publishers and celebrities for original Facebook Live shows

Tumblr launched live streaming with partners YouNow, YouTube, Upclose and AOL’s Kanvas.

YouTube’s mobile app also will soon enable livecasting. YouTube has provided live-streaming capabilities since 2011, and already notifies users of live shows 10 billion times a month. Musical.ly, the fast-growing karaoke social-media app, launched Live.ly at VidCon, hoping to expand talent roster to non-music stars.

With live content advertisers are hoping to tap into the crowd they no longer can reach with traditional TV. Facebook recently enabled branded content, and is currently testing mid-roll advertising. However it’s not sure yet how the platform will design it into a fully fledged ad product. The business models around live video are likely to start evolving at a fast pace. Finding video creators brands, media companies and MCN’s can succesfully collaborate with will pose an exciting opportunity for creators, but also challenges as for example Facebook still doesn’t enable creators to profit from their work.

After incidents such as the Dallas shootings this month, live streaming platforms will also have to make out new ethical policies and guidelines. The shooting incident was streamed live into Facebook by a bystander, and triggered a new set of complex questions for real-time broadcasting.

Live video is a medium that may have to figure out how to deal with worst-case scenarios but to give the best-case scenarios a thought, too. Periscope CEO Kayvon Beykpour called audience interaction the key element of the new live stream process and reminded about the importance of sharing a point of view. “That we can have this conversation live, I think that’s powerful and important – but the audience also has a voice as well, which signifies the first time that the live medium has evolved.”

 

Meaningful customer service on video with S-Pankki – Elämän Saumakohtia


Written by on Monday, May 2, 2016

Getting married and having a baby are pivotal things in many people’s lives – on a darker note, so are losing your job or spouse. These major life events many of us deal with at one point in our life are tricky, not only in essence, but also when it comes to financial issues.

Finnish bank S-Pankki wanted to offer their clients support in these life defining moments by creating a video series with KLOK and ad-agency D11 called Elämän Saumakohtia (“Crossroads of Life”). The series consists of 6 episodes and tackles the most common life-defining moments from a financial perspective. Banks are usually squeamish when it comes to talking about unnerving subjects such as death, divorce or losing credit rating. S-Pankki addressed these subjects head-on and offered concrete advice how to handle these situations.

Customer service is always at its best, when it truly answers to the everyday problems normal people struggle with. With Elämän Saumakohtia -series S-Pankki showed that they are there for their clients – for better or worse.

Riding the how to wave: How can brands leverage the search volume for how to content


Written by on Thursday, April 14, 2016

Searches related to “how to” on YouTube are growing 70% year over year and nearly one in three millennials say they’ve purchased a product as a result of watching a how-to video. How should brands approach the prevailing how to megatrend?

 

Video marketing strategies are still often created around the mindset of campaigns and product launches. Brands however miss a huge opportunity if they don’t consider the upsides of shifting their focus from talking excessively about themselves with advertisement centered strategy into creating content that is truly relevant for their customers.

Among the most popular and searched for categories for how to videos are beauty, home and cooking. In the beauty category, brands like Sephora and M.A.C have recognised the massive search volumes related to makeup tutorial videos and are quick to react to topical trends such as contouring. Tutorials on makeup are actually viewed more than any other kind of tutorial on YouTube. Seventy percent of beauty purchasers said that YouTube videos, especially how-tos and product visualizations, influence what they decide to buy. Successful branded tutorials live by the “create, curate and collaborate” rule of thumb in their audience growth strategy. Teaming up with popular YouTubers is a great way to integrate the brand into the community around a subject on a root level.

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In the food category, Jamie Oliver’s FoodTube has become the ultimate foodie destination for kitchen hacks, tips and recipe videos. With high-quality content, weekly videos and active community management the viewer becomes an engaged member of the community. When operating on social platforms consumers are able to talk back to brands, which means they’re able to take charge of the conversation. This sense of authenticity and openness combined with truly useful content leads viewers to spend longer times with brands than they ever would have with traditional video advertisements.

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The key to creating successful how-to content is authenticity. Content should come first, not highlighting the attributes of the product. Shared values and points of interest are at the core of content that is both on brand and promotes the product. Being truly social and part of the conversation is how brands can deeply integrate into the lives of their audience. Brands like Home Depot and FedEx have lived up to this with researching extensively what are the most common subjects their clients look help with. Toilet instalments or parcel pick-ups might not be the most glamorous subjects to talk about, but a tutorial on DIY toilet instalment remains the most popular video on Home Depot’s channel with over 1,7 million views.

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According to Google research, people are primarily looking for product information and reviews while on the go. Catching consumers at a crucial time when they are researching for a product and making purchase decisions is where brands can win big with relevant content. Widening horizons from the traditional one-to-many advertising model is inevitable in order to stay current on video. With the rise of shoppable video, how to videos are guaranteed to remain interesting for brands.

 

Sources: TNS/Ogilvy/Google “Path to Purpose Research,” May 2014, Beauty Revolution, Google