Ever since I read this terrific article about live video from the Outdoor Industry Association, one particular quote has been haunting my thoughts. It’s from Tony Pullen, the VP of Sales for Brandlive, a video streaming platform, and he said: “Live stream allows you to actually ask a question to the owner of Kuiu and he can answer directly. Produced video offers no interaction. We’ve gathered research from other companies, and the average view time for a Brandlive event is 21 minutes per viewer, whereas the average view time for YouTube is a minute and a half.”
21 minutes vs. 1.5 minutes. That’s a significant difference.
I strongly believe that the greatest gift you can give or receive is a person’s time. If viewers are willing to give 21 minutes of their lives to a live video, we are talking about a very powerful tool.
Live streaming an event makes it dynamic, approachable, and it transforms the role of video from showing something to hosting a dynamic conversation and building true community around your brand. This is fascinating to my creative-directing brain.
You see, I love video. It’s my favorite medium because I think it’s one of the most difficult forms of communication to get right. Not only do you need great camera work, editing skills, models, props, lighting, etc, but you need a great storyline to produce something of value. Anyone can make an edit, but not everyone can write a narrative of substance and show it effectively. That’s where the craftsmanship comes in. I love it.
Live video breaking all the rules, and it is very exciting.
As this "21 minutes" stat took my thoughts hostage all week, I noticedsomething else interesting that happened in our industry last week. RedBull TV announced that at 9pm MST last Sunday, they were hosting (streaming) the World Premiere of Travis Rice’s new shred movie, The Fourth Phase. For free.
I found this interesting for the following 4 reasons:
How can you use live video to enhance your brand? Think about it.
I’m always pushing our outdoor industry clients to be creative, innovative, and genuine. It’s the best way to build a community around your brand.
So just for fun, to prove my point about how awesome live video is, and because I’m ever-stoked on hand drawn design, I’m going to do a LIVE ART EVENT on Facebook Live via the WheelieCreative Facebook Page from 2pm-2:21pm MST this Wednesday, October 12. I’m going to draw a mountain scene containing literally whatever anyone types into the comments section under the live stream (dogs, moose, a blimp, a T Rex eating a #vanlife couple), and if you type a suggestion in, I’ll send you a signed print of this drawing we create together.
It’ll be fun.
And I know you love fun.
See you on the WheelieCreative Facebook Page at 2pm MST this Wednesday.
I’ll bring my freshest markers and an open mind,
If you'd like help integrating live video into your brand, I'd love to hear it. If you're interested in hiring WheelieCreative to make wild, meaningful, irreverent, or hilarious content for your brand, I'd love to hear that, too. Just hit the button below: