July 9, 2021
5 Fatal Fails Of Streaming Live Events (+ How To Avoid Them)
BY Nick Forster
July 9th, 2021
As a business leader, a sub-par delivery for a live streaming event is an enormous failure. No one likes a glitchy and choppy broadcast. Considering that 74% of UK businesses have pivoted to use live streaming to engage with their consumer base, it goes without saying they are investing in optimising digital media. We’ve compiled a bite size cheat sheet to get you from fatal failure to five-star review in 5 easy tips.
1. Not prioritising the audience experience
Live videos hold users’ attention 10-20x longer than pre-recorded or on-demand content. The great thing about live virtual events is the ability for the audience to engage with your brand in real-time. Having an audience engagement plan is vital. Know when and how to incorporate feedback and Q&As. Then communicate this information to your attendees. This makes it easier to encourage engagement.
If you’ve watched any Instagram Live feed, you would have noticed that the comments roll in hot and fast.
This can be overwhelming particularly if the responses require a tailored response. Having a dedicated resource monitoring comments and questions during the feed is critical to a positive audience experience.
That task can be made easier with a branded hashtag tailored for the live stream. For platforms with built-in interactive comment feeds, you can ask your viewers to begin any questions with it. This makes responding simpler and more efficient. Virtual events don’t need to be lonely.
Keep virtual attendees engaged. Offer options that are relevant to each attendee type and utilise online event guides for virtual events. Data is the only way to prove event success. Measuring engagement and capturing attendee data are the only way to prove event ROI and activate the buyer’s journey.
2. Failure to test your equipment, audio, and internet
‘Tap-tap is this thing on?’ You want engagement for your live stream but not if all they’re going to say is, “We can’t hear you.” Make sure all of your audio equipment is working both during your rehearsal and on the day of the stream. As a backup keep an extra microphone and batteries on hand for a live stream and spare headphones if you’re joining as a remote caller. Where possible opt for a wired Headset or Headphones as this will ensure better connectivity.
Equally important is to consider how you look and sound. As a presenter, you will need to hold your viewers’ attention without distracting them with poor lighting and noise interference. Find a minimal background and prepare your space. Preferably a quiet space with no distractions or buzzing sounds from an air conditioning unit. Whilst you may not have access to a professional studio you can set up your camera angle to avoid backlighting from windows or room lighting. You want soft illumination that’s evenly spread around your face for the maximum quality in the stream. Ring lights are a great inexpensive solution.
Make sure your network can handle a live stream too. Streaming high-quality video, you will need a wired internet connection.
Old school may not look pretty but it might be the difference between a lost connection, disappointed clients, and lost consumers. A surefire way to commit a livestream fail is to go live with a bad internet connection, audio, and video. Viewers have a low tolerance for terrible streams, so ensure you have enough bandwidth.
- Think content-first: From beginning to end, how is each piece of content being used, from audience type to distribution, and finally how will the content be used post-event?
- Try to plan the technical production requirements alongside the entire event. This requires a hybrid set of skills of a virtual-event planner or a high-functioning cross-functional team.
- Designated power sources and the internet are best practices for your live streaming events. Build in time to test the infrastructure pre-event.
- You don’t have to go at it alone – The London Filmed Live Production team are true professionals who can help ensure your event is a success with hands-on support and expert advice.