Leonie Elverfeldt

Kenyan Elections 2017, Pulse Live Kenya just launched 6 months before, and we made our biggest discovery shaping the future of our brand: Going Live on our digital Channels.

Especially in Election time, this brought us a massive new following (hungry for ‘realness’) and also gave us a first-mover advantage &amp; edge and we learned to engage with our audience properly and listen to what they want, think, and feel (and adjust our content accordingly).

In times like this (Covid-19) people are looking for connections more than ever, and with Live streaming this is possible. This brought to collect the main reasons to use Live as a format for brand-channels. Now even LinkedIn started Live and shows that Live’s aren’t only a temporary trend. It's the opposite: A weapon in the battle of attention.

Performance

Live is one of the best performing Online Formats. For example, Facebook Live-Video has&nbsp;<a href="https://www.facebook.com/iq/insights-to-go/live-videos-on-facebook-generate-10x-the-number-of-interactions-and-comments-as-other-videos/">10-times higher Engagement</a> and <a href="https://about.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/">3x longer view times</a> than pre-recorded videos. These are the reasons:

<ol><li>Urgency: Two reasons for this. First is FOMO (fear of missing out) due to its fugacity of the ‘event’ happening, which creates exclusivity.&nbsp;Second is Speed due to it’s simplicity. Lives can be set-up quickly and address topics happening directly- no big set-up and editing necessary.</li><li>Length: Live-video often have a length of twenty minutes and plus, which give them much more content while other videos usually are between 6sec-90seconds long.</li><li>Transparency/ Realness: Live-videos feel organic and show the reality. The audience gets smarter and more skeptical about the content presented to them.</li><li>Algorithm: Platforms want to take over attention from TV with the help of Live-videos. Due to that, they often send out push notifications for Lives and prioritize them in the newsfeed.</li></ol>

<a href="https://www.socialive.us/blog/5-linkedin-live-success-stories-pfizer-audible-jp-morgan-adobe-fortinet?utm_source=linkedin&amp;utm_medium=blog&amp;utm_campaign=why_live">This link</a> shows results for brands (like Pfizer, J.P. Morgan and Adobe) of Live-video.

Engagement in Real-time

Live-video changes the kind of engagement you can get digitally. With Live-video it’s made possible to not only ‘comment back’ but actually take a comment and change the course of the live stream/show and answer them right away (and wait for the next reaction/comment).

Live can be an effective feedback tool in which the relationship between brand and customers/consumers can be deepened and the ties elevated. Brands can actually listen and customers/consumers can actually be able to voice them (and be heard).

Authenticity/ Realness

Live’s&nbsp;can make a brand more relatable and bring them closer. Watching a Live feels real and not staged/scripted (not edited). This helps to elevate goodwill, trustworthiness and affinity.

Simplicity

Lives (usually) don’t need an expensive production set-up as ‘normal’ videos. With authenticity also comes the aesthetics. Lives are mostly a bit simpler in its set-up to underline the authenticity, which can lower the costs of production.

Content Repurposing

Live’s generate a huge amount of content (see #1 Length). But it’s not done with&nbsp;only the Live itself. Usually many video edits (6sec- 5min) can be created from the Live which can be later be repurposed for distribution.

Relevancy

Due to the simplicity of Live-video they can be set-up fast and address relevant/timely issues very quickly. Brands can react to worldwide, local or product and company topics in the course of a few hours and stay top of mind.

For marketers Live-video can be an efficient opportunity to create content.

Generally Live-video can connect content and conversions. It opens up the customers/consumers for a message and can bring passive viewers to real actions. Which means that brands&nbsp;can use Live-video to communicate, engage and activate.&nbsp;

From Pulse’s experience it is important to do Live-videos regularly and consistently (eg. same days and times)- this helps for customers/consumers to remember and come back, as well as it helps the production team to get it done more seamlessly.

What Pulse can do for you:

<a href="https://pulse.africa/products/">Pulse Studio</a> has all the equipment and an expert production team to conceptualize &amp; set-up Live-videos for brand channels. With it’s unique technology Pulse Studio can stream simultaneously to Facebook, Twitter, Youtube &amp; Linkedin at the same time and can connect five different locations remotely

<a href="https://web.facebook.com/pulselivekenya">Pulse Live</a> has around 5x regular Live-shows every week, in which brand topics/campaigns etc can be discussed/integrated and get connected to a Millennial audience of around 1,3m followers/fans&nbsp;

<a href="https://pulse.africa/products/">Pulse Marketing</a> can integrate as your brands Social Media Managers daily/weekly/monthly Live-video into the brands content calendar

Lives can be created including Midrolls and many more sponsoring opportunities

Find some examples of our LiveStreams here:

Pulse Live Shows (for brands): <a href="https://www.facebook.com/watch/live/?v=581890529029636&amp;external_log_id=b25e8871167d4cfeede3438b484cb99c">Crush-Call</a>, <a href="https://www.facebook.com/watch/live/?v=198967858186025&amp;external_log_id=ae4a1c263d6a41f217f32e76f68c408e">Celeb254</a>, <a href="https://www.facebook.com/watch/live/?v=2731443266922891&amp;external_log_id=b34aefc8668e6ccd875931dd757dd898">VoxPop</a>, <a href="https://www.facebook.com/watch/live/?v=514353412576123&amp;external_log_id=fca8626b1ac20589809e2f3f14429c59">Strivia</a>, <a href="https://www.facebook.com/watch/live/?v=695067184603148&amp;notif_id=1588860651137638&amp;notif_t=live_video_explicit">Let’s Talk</a>, <a href="https://www.facebook.com/watch/live/?v=570561327016349&amp;external_log_id=c466bc842c0ce6293ef4ab9e8eef9cd2">Any Challenger</a>

Video edits of Pulse Live Shows:&nbsp;<a href="https://www.facebook.com/watch/?ref=search&amp;v=690405881499050&amp;external_log_id=b25e8871167d4cfeede3438b484cb99c&amp;q=pulse+live+kenya+%23CrushCall">Crush-Call</a>, <a href="https://www.facebook.com/watch/?v=1074827352871384&amp;external_log_id=48c49c26072e744ac1435f864b90b253&amp;q=pulse%20live%20kenya%20voxpop">VoxPop</a>, <a href="https://www.facebook.com/watch/?v=761120797711746&amp;external_log_id=cf0feeb1c4a79bf8e2867ce0bd5f46c1&amp;q=pulse%20live%20kenya%20celeb254">Celeb254</a> , <a href="https://business.facebook.com/pulsenigeria247/videos/271424890180081/?v=271424890180081">VoxPop</a>, <a href="https://business.facebook.com/PulseGhana/videos/1125715277625200/?v=1125715277625200">TYAS</a>, <a href="https://business.facebook.com/pulsenigeria247/videos/796765690694798/?v=796765690694798">Breaking News Coverage</a>, <a href="https://business.facebook.com/PulseGhana/videos/627573657709891/">Events Coverage</a> and many more

Elections 2017 (Kenya): <a href="https://www.facebook.com/watch/live/?v=367745506978987&amp;external_log_id=d5494d7e3d1319ce47d62ddf059388f3">Celebrations</a> as spontaneous Live coverage, <a href="https://www.facebook.com/watch/live/?v=403018920118312&amp;external_log_id=d1914ad48dfcc3acef8bd3851c76c0c9">Presser</a> coverage with commentary

Elections 2019 (Nigeria): <a href="https://web.facebook.com/pulsenigeria247/videos/2307289229500039/">Live Representatives Debate</a>, <a href="https://business.facebook.com/pulsenigeria247/videos/2321853294548822/">Result Announcement</a>, <a href="https://business.facebook.com/pulsenigeria247/videos/1613344128808912/">VoxPop</a>

Brands&nbsp;can use Live-video to communicate, engage and activate.&nbsp;

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Leonie Elverfeldt

Articles written by the author

The power of Lives