The Intersection Between Social Media and Live Streaming

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The Intersection Between
Social Media and Live
Streaming
Social media has changed the face of communication, having ballooned in
opportunity in recent years. It has changed the way we consume
information, interact with friends and seek entertainment. Amazingly, it
has successfully straddled the fine line between business and personal
consumption, having catered to both markets equally well. Social media
has become a universal ecosystem, bridging cultural chasms, geographical
distances and virtual business markets. Among the many new phenomena
this digital dawn has fuelled, the most recent and possibly the most
interesting one yet, is live streaming.
An Overview of Live Streaming
Live streaming is a process wherein a broadcaster captures live video
content over a camera and uses a high-speed internet connection to
transfer the stream to various end points in real-time. Live streaming has
typically seen application in sports broadcasts, lifestyle and fashion events
and political demonstrations. Of late, however, it has gained immense

traction on an array of digital platforms, thanks to a handful of high-quality
yet pocket-friendly turnkey technologies that have emerged in the market.
StreamNow, one such framework that has been labelled one of the best live
streaming software of 2017, has been embraced by a host of upcoming
social engagement platforms. This comes fresh on the heels of bigger
players in social media, such as Facebook and Twitter, having reserved live
streams as part of their digital portfolio.
The Symbiosis Between Live Streaming
and Social Media

Live stream software has served to transform traditional content sharing by
allowing users to connect instantly and in real-time. It has brought the
social media community closer and made platforms more intimate and
personal. If you scratch the surface of this new trend, you’ll see that live
streaming and social media are really two sides of the same coin. While
one works to maintain a community, the other provides a platform to its
members. Together, the two tools are making communication swifter,
easier and bidirectional.
Applications of Live Streaming x Social
Media
Social media presents a variety of situations in which live streaming fits as
an ideal tool. Regardless of whether you use social platforms for business
or pleasure, live streaming has become a ubiquitous promotional vehicle.
Here’s a spotlight on its uses.
Customer Engagement for Business
Social media is an excellent promotional driver because it empowers users
to casually engage with you as well as other users without being hard-sold
a brand. Encourage your users to use a singular hashtag for their posts in
order to to create a thread of promotional messages that your live stream

can profit from. Another way you can use social media live streams for your
business is by organising free giveaways, contests and offers.
Live Sports Matches
Watching a live sports match can fire up a unique energy that only comes
with instant viewership. Twitter has seen a rise in the number of live sports
streams and interactions of late, with influencers and celebrities getting in
on the action through the comments tab. There are several video
production applications you could use to broadcast a professional sports
stream to your audience. After picking one, pair it with StreamNow to give
your users a seamless viewing experience.

Local Events
There are myriad local events that happen in every neighbourhood which
do not get accounted for under mainstream live broadcasts. Conventions,
graduations, Little League games, high school basketball matches and
festivals, for instance, are never provisioned for. Social media has played a
big role in spotlighting these oft-forgotten occasions, empowering moms
and dads, brothers, sisters and friends to capture special moments for their
close circle through live streams. This way, geographical shackles are
shattered and people across the world are instantly united through a single
platform.
User Feedback
If you’re a business with a brand page, count yourself lucky, because your
loyal fan base will likely fuel your live stream. The comments section,
available to users, is an effective tool that floats thoughts and user
feedback across a stream. Pick a video production tool like vMix Social to
sift out which comments you’d like to show. Plus, feed off the comments
that users post. Use them as reference points during your live stream by
addressing doubts and answering questions.
User Loyalty

In an age where social media and digital forums have turned into a
cluttered maze of content, attention spans of users have dwindled. Live
streaming adds another layer of interaction with users, aside from the
image and video posts that are typically posted on social media pages.
Another bonus that live streaming holds is the fact that users can express
their views on a stream while viewing it. Create a theme around your live
stream to ensure that maximum users are cued in.
Benefits of Social Media Live Streams
Social media platforms across the board have launched live video streaming
software on their platforms, to encourage users to engage more and better.

Instagram, Twitter and Facebook have all integrated a live streaming
feature on to their main interfaces. There are several merits to this:
• Live streams reach more viewers.
• They create energy and excitement for your audience.
• They let you connect and engage with your audience.
• They are an excellent medium for information sharing, special
moments and announcements.
A Guide to Launching a Live Stream on
Social Media
When you set out to create a live streaming campaign on social media,
follow these steps and you’ll likely see the traction that you want:
Step 1. Create a Social Media Presence
The cornerstone of your live stream is the existence of a rock-solid social
media presence. If you’re a business intending to take the live streaming
route, start by working on your Facebook page. Post regular updates, drive
customer engagement and establish a compelling digital brand presence
across platforms. This will help you garner more followers, who in turn will
power your live feeds.

Step 2. Start a Campaign
Your campaign need not be tied to your live stream. In fact, you can launch
it ahead of time. Think of an ingenious way to entice your users onto your
social media page. Run a contest or a freebie giveaway and then follow it
up with a live stream to reinforce the message.
Step 3. Invite an Influencer
An influencer is a brilliant marketing tool. Invite someone who stands for
your brand and who reflects your philosophy, to be part of your live stream.
If you do find someone who is willing to appear on your stream, run an
extensive campaign around it with regular howlers, updates and videos
keeping your followers posted about what’s in store.
Step 4. Migrate Your Campaign
Once you’ve established a foothold in the social media live streaming
space, give your campaign an individual identity away from social media.
Here’s where StreamNow can help. By plugging this avant-garde technology
into your website, you can conduct exclusively tailored live streams on
your own domain name, lending your website a unique, personalised
flavour. Of course, you may still want to pursue social media streams,
which could act as plugs to your main website. By migrating your streams

to an independent web presence, however, you can monetise it and think
of introducing sponsored content.
Step 5. Monetise Your Live Stream
Once you have sought a software for live streaming video, think of ways
that you could monetise your platform. For starters, think of generating
adequate traffic to attract advertisers. You could also look at promoting
sponsored products during your streams and perhaps even creating a prime
advertising space along the top of your website.
Examples of Branded Social Media Live
Streams
A variety of brands have used social media effectively to push live streams.
Here are some examples:
Example 1: Product Launches
The Consumer Electronics Show 2016 saw General Motors become the
maiden automobile company to live stream a product launch on Facebook
when it unveiled its Chevy Volt EV. Taking a leaf out of Chevy’s book, Nissan
launched the 2016 Maxima via live stream at an event held in New York.
Frito Lay’s followed a similar strategy when it launched its Dorito’s
Roulette variant.

Example 2. Influencer Approach
Influencers are valuable in the digital space. Nestle conducted a
promotional event for its Drumstick product through a sponsored campaign
that involved select Periscope users. These users, who had a significant
following already, were asked to create exclusive content for the platform,
that spotlighted Nestle’s brand.
Example 3. Partner Streams
SAP’s partner programme was highlighted through a clever social media
campaign performed in collaboration with social media influencer Brian
Flanzo. The campaign involved live video streams over five days, with each
stream featuring a different SAP partner. The streams captured the
partners’ stories and their association with SAP.
Example 4. Live Events
Probably the most applicable in a business context, live coverage of
business events has proved to be popular among corporate bigwigs. These
events have encompassed presentations, discussions, seminars, press
conferences, tours, and demos. In a hat tip to Drone Week, GE launched
drones powered by Periscope that offered remote guided tours. Other
brands that have leveraged live event streaming are Taco Bell, Red Bull,
Mountain Dew, Spotify and Dunkin Donuts.

Example 5. Backstage Goings On
Live streams allow users to seek inside access into a live show or concert.
The Tonight Show, for example, showcased backstage footage of the show
via live streaming. Target has also used live streams to offer glimpses into
its design collaborations and its run-up to fashion week. DKNY and Marc
Jacobs have offered similar previews.
The intersection between social media and live streaming is becoming
more defined as a growing number of users accept and embrace live
streaming as a feature. As more and more content gets consumed in real-
time, it’s finally possible to live in the moment.

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The Intersection Between Social Media and Live Streaming

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The Intersection Between Social Media and Live Streaming