Archives par mot-clé : video

Consider the challenges of live video in your marketing efforts

Video Marketing,

With the recent introduction of Facebook Live and Instagram Stories, live video is quickly gaining traction. But although the benefits of live video have been discussed numerous times, it’s not for everyone.

Here are a few common challenges to take into account when deciding whether to use this new tool:

You have to be an effective speaker

Live video streaming is public speaking. Although you are not physically standing in front of thousands of people, live broadcasting takes a lot of courage.

But you are still speaking in real time with almost no room for a mistake. Not everyone is born as confident as Dale Carnegie, but you have to know your topic inside out and be able to improvise in response to unexpected questions.

There is no way to outsource the work

Unlike written content and evergreen video production, you can’t outsource the work.

You can always hire a camera operator to follow you around or a host to do live streams on your behalf, but the result may not be as effective. The real potential and power of this marketing medium comes from an ongoing series of content from an authentic brand personality.

If your primary aim is to share your valuable knowledge and experience, you have to be the one on the front line, producing content at the right time in the right place.

There is no turning back

Once you’ve started a live video stream, you need to commit to seeing it through to the conclusion.

Viewers may knock you off balance by throwing in provocative questions or raising controversial topics. It’s important to address them calmly and remain objective with your responses. The worst thing to do is to become defensive when confronted by these individuals.

There is no escape hatch once you start a live video stream. Take negative comments with a grain of salt and stick to your topic.

[RELATED: Join digital expert Shel Holtz for the Big 5 Social Media Boot Camp in New York.]

Building an audience is tough

Unless you’re already a well-established expert in your industry, generating a high volume of viewers for your live video stream is likely to be your biggest challenge.

As with any other form of content delivery, the primary aim is to accumulate awareness and drive people to your content. Therefore, before you jump head first into the world of live video streaming, it’s important to find your target audience.

Plan your content and gain an audience through traditional mediums before deploying live video streaming. Otherwise your message may go unnoticed.

Time zones can be tricky

Probably the biggest disadvantage of live video streaming over the traditional ways of presenting content is dealing with time zones. Your audience could be spread around the world with oceans in between.

If you are trying to reach as many people as possible, you first need to analyze where the majority of viewers are coming from and plan your schedule accordingly. Don’t focus only on the main geographical location, but try to deliver your content to as many people as possible. Whether that means live-streaming twice a day or publishing a recorded archive of your live video stream on your blog, never compromise on your audience.

Live video has a short lifespan

Unlike evergreen content marketing tactics, live video streaming has a relatively short lifespan.

For instance, if you’re using Instagram Live, the video vanishes instantly as soon as you finish broadcasting. This leaves your followers with no other option but to tune in when you’re live. If you’re planning to repurpose your live video streams in the future, Instagram Live won’t be the ideal option to go for.

On the other hand, Facebook Live allows you to post archives of your live video recordings on your timeline. Facebook Live also gives you the option to download the footage afterwards. Weigh your options carefully before jumping onto a particular platform.

Analyzing real-time feedback can be challenging

Analyzing live video feedback through social media is an exhausting and overwhelming task. If you manage to get thousands of viewers, the number of comments can be overwhelming. And not all of them are relevant to the topic.

If your live video stream’s objective is to gather constructive feedback on your subject , your best option is to direct people to a relevant landing page on your website. This approach will also filter out comments from the “haters” whose main objective is to frustrate the broadcaster.

Although live video streaming has its challenges, it can be a great way to engage with and learn more about your audience.

Do you have tips for hosting a successful live video stream? Share them in the comments.

Dev Sharma is the founder of WPKube, a WordPress resource site. A version of this article originally appeared on Spin Sucks.

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Possible crime video uploaded to Facebook shows why advertisers are still wary of livestreaming

Video Marketing,

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Tech



Mark Zuckerberg


A recent clip uploaded to Facebook showing an alleged murder has brought to light again the main issue keeping advertisers wary of livestreaming.

« Most advertisers still aren’t comfortable with Facebook Live, and this recent news won’t help, » branding agency DiMassimo Goldstein CEO Mark DiMassimo said. « Facebook’s great strength has been unprecedented power and efficiency of targeting, and advertisers trust the company to deliver sophisticated solutions to challenging problems. Many advertisers are still looking at Facebook Live, and want to see more vetting, and more reassurance of brand safety. »

Authorities in Ohio are searching for Steve Stephens, who recorded and uploaded a video of him allegedly killing an elderly man on Sunday according to NBC News. Police initially said the content was streamed through Facebook Live, but later said that the video was pre-recorded. However, Stephens did use Facebook Live on Sunday, as well as said in other posts and at least one other video he had killed other people, police said.

DiMassimo said while its agency still advises clients to be advertisers on Facebook, it is holding off recommending Facebook Live until it knows it can be a « brand safe environment. »

« Advertisers will want reassurance that their content will never run alongside violent or criminal live posts, » DiMassimo said.

Marketing agency Attention still will consider using Facebook Live for its clients, but being broadcast next to criminal content is something it thinks about.

« There’s an expectation as an advertiser that your content will be served up in an appropriate environment, safe from improper and even damaging content, » said marketing agency Attention President Tom Buontempo.

Facebook allows advertising on its videos, including in-stream ads that play in between Facebook Live content with 2,000 or more followers or the user has reached at least 300 viewers in a recent live video. The company also allows video ads through its Audience Network program, which places ads from Facebook partner companies on websites and other apps.

But advertisers and agencies have raised concerns to CNBC over where their ads will run, given that Facebook targets ads based on user interest instead of by category. They also said they don’t know exactly what will happen in a live stream, which makes advertising a risk.

« As Facebook Live is an evolving platform it remains to be seen how it will fully development and what role it will play more broadly for society, and how brands can take part, » said Chris Allieri, founder and principal at public relations and branding firm Mulbery Astor. « You’ll find kids’ birthday parties, live-streamed tech conferences or your aunt’s Caribbean cruise alongside potentially very disturbing content. »

Allieri suggested Facebook should be able to block ads on videos users have reported as potentially criminal or violent, as well as find a way to alert relevant authorities as an incident is happening.

Facebook does currently allow advertisers to opt out of any video ad placement, a spokesperson confirmed. Once something is reported by a user as questionable, a global team reviews the item in question, usually within hours. Videos are taken down if the content is in violation of its standards, and the company does notify law enforcement if the content threatens someone’s safety.

Watch: Swisher says Facebook no longer a benign platform



Recode's Swisher: Facebook's not a benign platform now


Michelle Castillo CNBC

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Cleveland police seek suspect in Facebook homicide video

Video Marketing, , , ,

Cleveland police and the FBI were hunting for a shooter who killed an elderly man in broad daylight and posted a video of it on Facebook.

“I found somebody I’m about to kill,” the man said in the video, as he pulled his Ford Fusion to the side of a road in east Cleveland about 2 p.m. Sunday.

“I’m about to kill this guy right here. He’s an old dude,” the man said as he confronted Robert Godwin Sr., 74, who was walking on the sidewalk.

“Can you do me a favor?” the man said to Godwin before asking that he say the name of a woman. “She’s the reason this is about to happen to you.”

The shooter — who police suspect is Steve Stephens, 37 — then asked Godwin’s age before killing him. The interaction lasted less than a minute. The two men did not know each other, police said.

A handout photo made available by the Cleveland Police Department shows Steve Stephens, who is wanted in connection with the shooting of a man that was broadcast live on Facebook in Cleveland. (Associated Press)

Stephens said in the video that he has killed more than a dozen people, police said, though they have announced no other victims.

Authorities searched Sunday night across the Cleveland area for the suspect, who they said is African American, 6-foot-1, bald and has a full beard. Police said he was driving a white Ford Fusion with the temporary Ohio plate E636360.

The video of Sunday’s homicide was not posted live as police had initially stated. It was viewable on Facebook for about three hours before it was removed, and Stephens’s profile was deactivated. Facebook allows any user to live-stream video from their phones, a service started in 2010. As live videos have gained in audience and prominence, some have questioned how the company should best control for potentially horrific scenes.

The video is likely to reignite a debate about the haunting reach of grisly violence in the Internet age, and follows shocking beatings and killings shared in real time on a global stage.

Three men were shot last year in Norfolk, Va., while one was broadcasting live on Facebook from inside a car. And in 2015, a shooter killed a TV journalist and her cameraman during a live-TV broadcast before posting his own video of the killing on Facebook.

In January, four people in Chicago were accused of attacking an 18-year-old disabled man while broadcasting the assault on Facebook Live. They have since pleaded not guilty.

Other live platforms have been used to broadcast haunting videos. An Ohio woman was accused of broadcasting her friend’s rape on Periscope, Twitter’s live-streaming service.

Police said the Easter Sunday shooting occurred on a residential road in east Cleveland’s Glenville neighborhood. In the video, Godwin is seen walking alone on a sidewalk, wearing a blue plaid shirt and holding a grocery bag.

“What happened today is senseless,” Cleveland Police Chief Calvin Williams said at a news conference. “I know, Steve, that you have a relationship with some of our clergy in Northeast Ohio. I encourage you to give them a call and then call us and turn yourself in.”

Posts on Stephens’s Facebook page said he had “lost everything” to gambling and wanted to speak to several people he named, according to NBC News, which saved the Facebook posts before they were removed.

The posts also said that Stephens “killed 12 people today” during what he called his “Easter day slaughter” and would not surrender until he could speak to two women, including his mother.

“This is a horrific crime and we do not allow this kind of content on Facebook,” a Facebook spokesperson said in a statement. “We work hard to keep a safe environment on Facebook, and are in touch with law enforcement in emergencies when there are direct threats to physical safety.”

Stephens is an employee at Beech Brook, a children’s behavioral health center in Ohio, a company spokesperson told ABC News. The suspect recorded video of an employee ID with Stephens’s face and name on it.

Nancy Kortemeyer, a spokeswoman at Beech Brook, said Sunday night: “We were shocked and horrified to learn of this news today. We were notified that it was on Facebook, and we are waiting along with everyone else to hear if he has been arrested. Our hearts go out to the family of Mr. Goodwin, and we are hoping that the Cleveland police will be able to apprehend Mr. Stephens as soon as possible and before anyone else is injured. We do not have any additional information at this time.”

Family members of Godwin were in tears when they spoke Sunday with local reporters. “It feels like my heart is going to stop,” one woman said.

The woman whom the shooter refers to, a girlfriend of Steve Stephens, is cooperating with investigators in the manhunt, according to Cleveland.com, which cited an unnamed senior law enforcement source.

Vice President Mike Pence Visits Demilitarized Zone Between Koreas

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CAMP BONIFAS, South Korea — U.S. Vice President Mike Pence made an unannounced visit Monday to the perilous Demilitarized Zone separating North and South Korea, which he called the « frontier of freedom. »

Pence, whose father was a decorated soldier in the Korean War, joined a motorcade to the DMZ with Army Gen. Vincent Brooks, commander of U.S. Forces Korea. Speaking only a few yards from the military demarcation line, the vice president said « all options are on the table » amid turmoil over North Korea’s military threats, including Sunday’s failed missile launch.



« The people of North Korea, the military of North Korea, should not mistake the resolve of the United States of America to stand with our allies, » he said. « The alliance between South Korea and the United States is ironclad. »

Pence, who is in South Korea to kick off a 10-day trip to Asia, said earlier during an Easter dinner at U.S. Army Garrison Yongsan that the North’s latest failed missile launch was « provocation » and that he had spoken to President Donald Trump twice on Sunday.

Pence was joined by his wife and two adult daughters and began his visit by laying a wreath at the Seoul National Cemetery.

Wearing white gloves, Pence and his wife picked up three scoops of incense and dropped them into an urn in front of the wreath.

Trump has suggested that the United States will take a tougher stance against North Korea, and Washington has deployed a Navy aircraft carrier and other vessels into waters off the Korean Peninsula.



Despite North Korea’s provocations, U.S. officials have said the United States doesn’t intend to use military force in response to either a nuclear test or a missile launch.

After a two-month policy review, officials settled on a policy of « maximum pressure and engagement, » U.S. officials said Friday. The administration’s immediate emphasis, the officials said, will be on increasing pressure on Pyongyang with the help of China.

Pence’s first trip to South Korea carries personal meaning. His late father, Edward, served in the Army during the Korean War and was awarded the Bronze Star on April 15, 1953. Pence displays his father’s Bronze Star and a photograph of his father receiving the honor in his office.

Pence said it was « humbling for me to be here. »

« My father served in the Korean War in the U.S. Army. On the way here, we saw some of the terrain my father fought in, » he said. « We’re grateful every day. It’s a great honor to be here.