Event planning is difficult and even more difficult with live video in the mix. Three event planners share their best practices and how to incorporate live video into your events to maximize ROI.
Your event page sets the stage for your live broadcast. When you prepare to go live, we want to make sure you have the tools to create a unique experience for each event your viewers watch. We're excited to share the new look and feel of our event pages with improved features that connect you with your audience more than ever before.
We built a brand new event experience to give our customers and their viewers the best possible livestreaming experience.
The new event page allows producers to present a more polished look from promoting your upcoming event to VOD. We’ve also enhanced the visual experience of upcoming event pages so you can proudly promote them ahead of your stream.
The new experience is a full browser design allowing you to let your content shine without the interface getting in the way.
We’ve also brought the new event page experience to our embeds. Your viewers can now chat directly from your embed during a livestream and you have the option of including all of your event posts. This option is available as a toggle when embedding over 480px wide.
Editing is now faster and easier. Need to add a post or adjust a setting for your event? The editor panel keeps your content in-view and you never have to leave your event page.
It's easier than ever to get started with a new event. Fill a few fields and you’re into a draft view where you can contextually drag and drop in your event poster and add a description and location. As long as you’re in draft you can privately test live broadcasting using producer, studio, or our mobile app.
How We Got Here
External input is crucial when improving a product used by thousands of customers every day. With this in mind the Livestream design team visited some of our NYC-based producer customers. We had conversations and shadowed their live events to get a better understanding of how they created and maintained their events on Livestream and issues they faced with the existing experience. Numerous phone interviews were also conducted with customers in a diverse range of industries to gather a broader understanding of their workflows. Our product team also utilized Livestream’s support and sales teams for direct lines of feedback.
Next we dove into the numbers, tracking how often pieces of the existing experience were used and whether or not our producers were using the experience as we thought. What workarounds were they employing? How could we better accommodate those as part of the standard experience?
DURING THIS RESEARCH PERIOD WE LEARNED THREE IMPORTANT THINGS:
- Event pages are all about the content. Your live broadcast should be front and center.
- Event pages should be compelling to look at, even if you’re not live.
- They should be easy to set up – our customers’ time is valuable.
Today you’ll be able to use the new event page, but soon we’ll be releasing an updated account experience which will make it easier for producers to manage their events with improved filtering and a new list view.
As with all product design efforts nothing is ever done, final, or finished. We’ll be continuing to learn how you’re using the product and evolve it to suit your needs. Your feedback is always welcome.
Want to try out the new event experience today? Log into your account to get started.
This week on Livestream Learn, we covered best practices for streaming to Facebook Live and demonstrated how to use Livestream Studio to stream to Facebook. We also demonstrated how to use 4K cropping and Remote Web Control – both new Livestream Studio 4.0 features.
When streaming to Facebook Live we always encourage our customers not to build a castle on someone else's land. Facebook Live is a great tool to reach a massive audience and leverage that engagement for your brand, but you always want to be driving that traffic back to your website or main stream. A great example of this is Tough Mudder. During major events they feature a teaser stream on Facebook Live while driving traffic to their multi-stream live-event page on their own website.
According to KZO, 62% of consumers have a negative opinion of a brand with a low-quality video experience. As more brands flock to Facebook Live, high quality content will be what actually stands out (and the days of exploding watermelons will soon be over). When you use Studio to stream to Facebook Live, your stream will appear more polished and professional than the run-of-the-mill iPhone video.
4K Cropping + Remote Web Control
4K cropping uses the same technology as the Livestream Mevo camera to make a single camera shot look like a multi-camera production. This is a great option for producers with one camera who want to have that multi-camera look and feel for their live event. Check out how 4K cropping works in Studio in the gif above.
Remote Web Control is a great option for production teams who cannot be together in the same place. This new feature allows you to give access to other team members who log in through Google Chrome to help monitor a livestream, add graphics or lower thirds, and adjust audio.
To see all these new features in action, check out the video and slides below:
We'll be back with a new Livestream Learn on July 26 at 1:30pm ET to talk about event planning and livestreaming best practices with an expert event producer.
Events and video have become go-to tactics for the most successful marketers. This makes sense – video and events are dynamic, engaging, and in the case of live video, interactive. What happens when you combine the two? Events are a great way to engage prospects and consumers, but without video your event content is trapped, only accessible to in-person attendees.
In this infographic we've arranged a collection of statistics and quotes on live events and video marketing you can keep in your arsenal whether you're building a budget request or your next presentation.
Appendix of stats and sources:
Online Video On Demand Is Growing
78% of people watch videos online every week.
55% of people watch videos online every day.
Coachella livestreamed both weekends on three stages with over 60 acts to the tune of 9 million views. - Forbes
Facebook gets 4 billion video views a day. 55% of mobile data traffic is from video. - Mary Meeker Internet Trends 2015
“Livestreaming (video) continues to bring niche moments to life, interrupting streams everywhere, making conversations on demand a form of engagement and entertainment.” - Brian Solis, Altimeter Group
Video + Events Are An Integral Part Of Marketing Strategy
96% of B2B companies are planning to use video in their content marketing over the next year.
52% of marketers believe that video marketing is effective for brand awareness, lead generation, and online engagement.
At Livestream, large business video streams have increased over 1300% in four years.
Brands increased their event and experiential marketing budgets by 6.1% in 2015.
The event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. - US Bureau of Labor
The global events industry is expected to generate $18 billion of annual revenue by 2018.
77% of B2B marketers use in-person events as part of their content marketing strategies. - MarketingProfs & Content Marketing Institute
“Livestreaming is about to become even more ubiquitous...Mainstream social apps like Facebook are adopting their own livestreaming features, and users are beginning to demand more live, 'in the moment' content. This puts a heavier burden on content marketers, demanding fewer preconceived, scheduled-in-advance pieces of content and more present-focused video streaming opportunities.” - Forbes
Video Is Effective For ROI
52% of marketing professionals worldwide name video as the type of content with the best ROI. - HubSpot
Video viewers are 1.7X more likely to buy. - Invodo
74% of survey respondents said that video content produces better conversions than any other form of content. - Vidyard, 2015
73% of B2B marketing professionals say that video has positively impacted marketing results. - Reel SEO
30% of people who watch a livestream of an event will attend that same event the following year. - Digitell
“In 2016, content marketers need to test visual and video platforms, not to mention livestreaming, as new means to offer content that is engaging and will entice users beyond the classic text-based blog.” - B2C
Video Needs To Be High Quality To Be Effective
62% of consumers are more likely to have a negative perception of a brand with a low-quality video experience. - KZO
23% of people who have been presented with a poor quality video experience would hesitate to purchase from the brand.- KZO
Enjoyment of video increases purchase intent by 97% and brand association by 139% - Unruly
"I think it takes more than three seconds to build your brand, and consumers are willing to spend the time if your content is compelling, relevant, and valuable.” - Momentology
Want to learn more about planning successful events with live video production?
Live video for event marketing has gone from a tactic to a way of life. In 2015, 374M people watched video content on Livestream. We have the technology to share live video with anyone at anytime. But we’re also living in a time of unprecedented access to content. For brands to cut through the noise – be it through events or video content – the quality must be superb.
Audiences Expect Live Content
By 2019 there will be over 28M cord cutters – homes without paid TV services – in the United States alone. As audiences become more accustomed to watching video content from a mobile device or computer, they will expect the televised awards shows, concerts, and sports events that have cultural significance in their life to be available live and on-demand as well. They’ll even expect their corporate all-hands meetings, training sessions, and education to be streamed live online.
Through live video, consumers can connect with brands in a more authentic, immediate, and spontaneous way. Brands and organizations of all sizes want to reach customers and employees around the world, face-to-face, in real time to share their most exciting moments.
Many brands and publishers are already experimenting with livestreaming in a variety of ways outside of traditional events and conferences:
- Behind-the-scenes video for loyal fans and audiences.
- Q&A’s and direct conversations with customers or social audiences.
- Special product announcements or launches.
- Influencer partnerships where a brand features a guest speaker on the stream.
"It captures a sense of community that brands and businesses are desperate to develop," Ari Zoldan, CEO of Quantum Media told Open Forum. "They have Instagram, they have Twitter, they might even have private social media networks to foster conversations between customers. But there's nothing quite like having the customer next to you, so you can show and pitch them on something appealing. Livestreaming allows you to bring the customer to your home turf."
Every Wednesday, Experian hosts a #CreditChat livestream on Twitter and YouTube to connect with their social audience and share information and data about building credit and eliminating debt. “At Experian we have an initiative we call insights to action, and #CreditChat really embodies that initiative,” said Rod Griffin, Director of Public Education at Experian in a video on the series. “It helps us provide insights to people that help them act, take action, become more financially capable. #CreditChat lets us connect directly with people on an individual level and answer the questions they have specific to their situation. It’s just a wonderful way to connect and to help people understand more about personal finance and what we do as a company.” The company has livestreamed over 100 #CreditChats that reach millions of accounts.
Facebook has recognized the importance of live video to both its users and its customers, the brands that connect with their audience through advertising. After launching Facebook Live, the company announced that it is prioritizing livestreams in their feed algorithm. This means brands and organizations hungry for more eyes can guarantee priority through live video content. They also shared that their users spend 3X more time and comment 10X more when video is live.
Southwest Airlines recently livestreamed from their operation control center to reassure customers during a spate of bad weather that was delaying flights. According to the Financial Times, over 100,000 people watched the Southwest stream. Brooks Thomas, who is part of the Southwest social team, told the Financial Times that the airline considers livestreaming “a pretty big juggernaut.”
Big brands like Adidas, Taco Bell, DKNY and GE are also using livestreaming to share candid moments with their audiences, from press conferences to contract signings with celebs and behind-the-scenes moments.
"The ‘high stakes’ nature of live content puts more pressure on brands and agencies to have their strategy and process in lock step, which is always good,” John Sampogna, Co-founder and Managing Director at Wondersauce told Digiday. “We’re also following a ‘when it makes sense’ strategy and not forcing it into weekly or monthly content calendars, but rather using it when both the brand and agency are genuinely excited."
Why 2016 Matters
Livestream CEO Jesse Hertzberg recently wrote: “There are four elements that have converged to make 2016 the year of live video and events: content, infrastructure, audience, and production value.”
In Streaming Media’s “The State of Live Video 2016,” Mark Peters, principal consultant for IDB Consulting said: “We’re seeing pretty reliable delivery of high-quality video...that is building confidence to seek out live content on digital platforms. I think that, coupled with some niche and specialty content available exclusively on digital, is really making live come of age this year.”
Peters also believes livestreaming will present a tremendous shift in lead generation tactics for brands: “Using digital platforms, particularly when sign-in is required and when there’s a user profile behind the request, you can pull together analytics and data about the viewers that was never available before. That data is incredibly valuable and that will motivate more events to look at livestreaming.”
At Livestream, enterprise event livestreams have increased over 1300% in the last four years. We know this explosive growth is more than a trend. In 2016, livestreaming goes from being an asset to a critical and indispensable part of any communication and go-to-market strategy. Brands will livestream a diverse set of media formats from 360 degree video to fully narrative live events. In an age of authenticity, viewers expect live video experiences. As we’re seeing, “live” can apply to a variety of ideas that we’d never previously considered.
We created The Ultimate Guide to Livestreaming Events because we know that while events and livestreaming may be essential to your marketing strategy, that doesn’t mean they’re easy. Nearly everything about event planning and live video is difficult – especially if you’re doing it for the first time. We want to provide you with the tools and information you need to make your event and livestream a success.
In this guide you will learn:
- Statistics and data on how the live event and video industry is growing and driving ROI.
- Event planning best practices and tips from professional large-scale event producers and marketers.
- Step-by-step instructions and tools for going live from our production team.
- How three organizations used Livestream to expand the reach of their audience and increase live event ROI.
- All the technical terminology and lingo you need to understand live video production.