This is a follow up to a blog post by Jeff Gibbard, which was titled: How the lady in the Chewbacca mask added fuel to the live video fire.
I make it a point to read all of Jeff’s posts, they are almost always short, to the point, and immeasurably valuable. Being a major proponent for live video, the title alone drew me in immediately.
Overall the article asks and attempts to answer a seemingly simple question. “Now that anyone can do live video, should they?” I think the answer to this very simple question is incredibly complex. While Jeff touched on a ton of points including live viewership vs post viewership, I don’t think that is the only thing to consider when deciding whether to dabble or dive into live video. I have an entirely different outlook on why live (vs video in general) is invaluable.
So why is live video important?
That answer as opposed to “should we do live video” is incredibly simple. Live video is raw, it’s authentic. That authenticity carries a ton of weight in gaining viewership vs something produced and edited. The emotion and stories are often real and a connection is made. This is what causes people to tune in live, but since most of our reach is quite limited our initial audience is small. This of course affects your live viewership but the post viewership doesn’t miss out on that authenticity and the potential for social outbreak is massive.
Since the global launch of Facebook Live video, I’ve watched buzzfeed flip bottles, explode water melons with rubber bands and even perform the diet coke mentos trick in a 5 gallon jug. None of this content is riveting, none of it ground breaking, but the sense that it was live and raw and not edited had my whole family glued to the screen.
So I guess the TLDR of this would be. Live video is authentic and no one should underestimate the power of authenticity in branding and messaging.