How Live Streams Are Moving Away from Traditional TV
June 13, 2019
When most people think about live streaming, the first picture that comes to mind is either a choppy, unsteady video being recorded from your Facebook friend’s smartphone, or a gamer sitting at his PC playing Fortnite. But once in awhile, you’ll see live streams that are professionally produced, like Marvel’s Ant-Man and the Wasp Q&A live stream on Facebook last month, used to promote the launch of the movie. The truth is, companies & organizations are starting to see tremendous value in producing live content and broadcasting on social media platforms. 80% of people would rather watch a live stream from a brand than read a sales-pitchy blog post, with even more preferring live to social posts. When you have more people spending more time on social media than watching TV these days, it’s very clear where the trend is going. Unscripted and Candid But people don’t want to see traditional TV shows on live streams. The foundation for live content is built upon its unedited and unscripted side, with viewers yearning for a raw, honest experience. It’s the spontaneity of these shows that catch people’s attentions. A recent broadcast by White Castle (yes, the fast food franchise) on their Facebook Page showcases this perfectly. Check out this witty live stream where the hosts incorporated humor, presented a product and responded to comments all live: “Humor plays a big role in keeping people engaged on branded live streams, so our goal was to be as witty as possible while also promoting White Castle’s new chicken rings. We used those crazy-hilarious TV jewelry auction shows as the premise, pretending that the chicken rings were diamonds or some sort of priceless jewelry. We even had someone surprise his girlfriend with a live marriage proposal...and a chicken ring” said Carrie Stett, Director of the live show. The same can be said about live Q&As, breaking news and even sportscasts like The MMA Hour, where TV-structured shows meet an online audience who want a slice of authenticity.