Jump Into the Stream… The Live Event Stream!

ITA Group
ITA Group

Camera person live streaming an event keynote

If you haven’t yet included live streaming into your event plan, it’s time to reconsider that omission. Whether you choose to stream only your keynote speeches or the entirety of your conference, offering attendees (both physical and digital) a glimpse into what's going on within the confines of your event can pay off in a big way.

The value of recording event content for future use has been well established. But attention-spans are short, trends are fleeting and the time in which you can maximize your event’s reach is shrinking. Take a look at why you should consider live streaming your future events.

Increase Awareness and Grow Your Audience

Live streaming your event can lead to an increase in physical attendance. For example, an EventBrite Harris Poll concluded that 69% of millennials that watch a live stream of a concert are driven to buy tickets for the next upcoming show. Large events like Coachella have seen this in action. Coachella sold out in three days in 2011, the year they started live streaming their festival. In 2012, after live streaming the 2011 festival through YouTube, the festival sold out in just three hours. And that time continues to decrease. Every. Single. Year.

The ability to turn virtual attendees into physical ones isn't so crazy. There are many reasons why a person may choose not to physically attend your event, but a big one is simply the question: Is it worth it? A broadcast of your event can help assure viewers that the quality of your event is high enough to justify the resources they'll need to attend in person.

Be Choosey (Because Numerous Affordable Options Are Available)

Live streaming technology provides options for the experience you want to share. As a bonus, it’s a breeze for people to connect with the stream because just about everyone has a social media account. Some of the most popular platforms include Facebook LiveTwitter and YouTube. You could also try Instagram Live, Periscope, Twitch or TikTok for a more mobile focused experience.

It’s easy to experiment with these platforms without a big budget or extensive resources, so it’s definitely worth a try. The bottom line, however, is that the most successful live streamed events are going to be those where you have a well-defined strategy—and provide on-brand, fun, interesting and entertaining perspectives.

Amplify Your Event’s Sense of Urgency

If you are streaming content live for a one-time-only event, your stream becomes a rare and urgent entity. Like a “limited-time offer” that compels you to call RIGHT NOW. Online users take passive action towards content they can access on a regular basis.

Viewers spend 8X longer with live video than recorded video. And video rewards brands with a 97% increase in intent to buy.

So, if your stream is only available at a single moment, capitalize on this fact. Its urgency can create quite a stir for potential viewers.

Improve the Impact of Your Future Event Content

You know how people are great at putting their phones away during events? Oh right. They’re not. They’re furiously scrolling through apps to either find where the next breakout session is located, supplemental material from the last keynote speaker or commenting to friends (publicly and privately) about what they like (or don’t like) about your event.

Like an in-person experience, live streaming can be a great way to connect with an audience because the medium feels unscripted—and thus, more genuine. Most importantly, live streams allow us to look beyond the carefully choreographed official narratives of events to see them as those experiencing them understand them.

Maybe it’s because, just like a face-to-face conversation, live stream is built on the idea that if you weren’t there, you missed it. Live streaming also allows for high levels of personalization—bringing together a community of like-minded people that you can engage in a kind of direct marketing that is not as easy to achieve otherwise.

Not only does live streaming engage people who couldn't be there physically, it's also a marketing gold mine. You can see in real-time exactly what people are interested in and what’s causing viewers to tune out.

Data such as views and watched duration can be analyzed by devices, locations, content, media type and more. It can also capture the impressions for each video as well as check conversions against those who actually viewed your content. This information can help inform how you should repurpose the video content for future marketing campaigns—everything from short clips on social media and supporting blog post content to marketing next year’s event and increasing the event’s exposure.

Attendees Are Expecting It

Live streaming is accessible and beneficial to everyone, and it’s time you started using it. As more millennials and Gen Zers join the workforce, they expect live events to be accessible. Event marketers can’t afford to isolate this key demographic. By 2020, 46% of the workplace will be digital natives—meaning they grew up using computers and the internet. Live streaming attracts executives as well: 59% of executives would rather watch a video than read text, and 39% of executives call a vendor after viewing a video

Live streaming can help your event drive brand awareness and build an engaged, loyal following. Get even more tips on how to take your event to the next level with our ebook, Growing Your Brand Through Immersive Experiences.

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