One of the most talked about developments (one might even say resolutions) in brand marketing over the past few years has been the use of video and live streaming. Cisco reports that by 2018, 69% of all internet traffic will be made up of video. A quick look into YouTube live will show you that globally recognized organisations such as NASA, The White House, The Vatican and Telstra all have dedicated live streams. But there is something missing. Where are the small to medium businesses on YouTube live? Where are the amateur sports teams, musicians, film makers or Mom and Pop hoteliers? It could be argued smaller firms or individuals don't have the resources to maintain a rolling content channel. But with the ready availability of mobile video tech, high speed web access and viewers insatiable appetite for video content it seems unlikely. The fact is private individuals as well as up and coming businesses can create and maintain great looking channels on YouTube live, but some of the following concerns may be stopping them:
Rolling content isn't something my brand needs
Building a rolling content channel gives you a chance to highlight the people and everyday activity behind your brand, it allows you to set up a 24/7 video FAQ with an option for customers to leave feedback, it can show the real values behind your brand and considerably boost your Google search results. It definitely is something your brand needs.
I'm afraid my video content isn't good enough
Anyone who has ever posted a video to YouTube knows this feeling. Will my content stand up to criticism, is it ok that I used my iPhone camera, does it give off the right message, is it funny enough, is it clear enough etc etc… The trick is to take the plunge. Start by preparing three to four videos around your brands central theme, bring them live and learn by doing.
I don't know when to bring my content 'on air'
As with any communication timing is everything. You're not likely to start posting on Facebook about your store's upcoming sale at 2 o'clock in the morning or tweet about a story weeks after it's gone cold. YouTube live is no different. Luckily there are some great content planning tools out there such as Streemfire which brings your pre-scheduled video playlist live at planned peak times.
Tip: According to Frederator Networks, peak times for YouTube traffic are:
- Monday-Wednesday: 2pm to 4pm
- Thursday-Friday: 12pm-3pm
- Saturday-Sunday: 9am-11am
If YouTube content is a central part of your marketing efforts already, then Streemfire is definitely something to check out. Access to the service is currently by invite only.