PR, social media and content in general is all moving towards live.
Just as people no longer wait for today’s news tomorrow, nobody wants to wait for it to appear in an online blog or news article. People want to know what is happening, when it’s happening.
We are lucky enough to live in exciting times when this is totally possible! Periscope, Facebook Live… and now Instagram Live all support this new type of content.
Just as clients are getting their heads around Twitter, there is something new to get involved in.
Brands are slowly beginning to try this out, but it’s still a fairly new concept.
Live content will only grow
This is how I see the content hierarchy of social media networks:
- Live video and content
- Video (including animated gifs)
- Text only
I still remember the days when I would only post up text-only updates.
Images then came along and the world went nuts. If you didn’t upload an image with your posts, they would do significantly worse in terms of reach and engagement compared to image posts.
Camera lenses soon improved on smartphones and we were given portable recording studios in our hands, and although this technology has been around for years, it’s only really now taking off.
In all of the content audits that I’ve done for clients, video receives greater engagement than image posts, every single time. Image posts are way down there… social networks are flooded with them and if you are a business on Facebook, you would have certainly noticed your reach plummet.
However, Live video content is still relatively new and this is the content that people really want. This content is often seen to be of higher quality than image (and now video) content by social networks, so they’re more likely to put this content in front of people. Don’t be afraid to give it a try and see what it can do for your next campaign.
Anyways, just a few thoughts as I watch the Autumn Statement live on Facebook…
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