Quality not quantity
The solar eclipse earlier this year was broadcast live by NASA through its website and social media channels. It drew in a total of more than 40 million views. But it wasn’t just Nasa. On Facebook, more than 66 million people took to the social media platform.
On Facebook Live, over 129,000 broadcasts were made by users and publishers. Videos, live and non-live, relating to the solar eclipse were viewed more than 365 million times.
The ease with which audiences can make and publish their video content is fueling this growth. Nearly two-thirds of all internet traffic is video streaming content, a share which is expected to accelerate to 78% by 2020 according to Cisco’s June 2016 Visual Networking Index report*. Social media platforms are now building in native capabilities for live streaming to ensure they can leverage this type of media consumption for advertising revenues.
Today’s audiences can watch live videos at any time and everywhere, whether on their PC or mobile devices. For traditional news broadcasters, this means they will need to evolve to prevent new content platforms, particularly social, taking their audiences and market share.
But it’s not just the news broadcasters and journalists that will feel the impact; brands need to understand how to include video as a result-rewarding medium within their marketing and content strategies. Right now, leveraging the growth in live content can increase awareness and engagement. Brands can use the opportunity to learn and gain valuable insights. Un-mediated, the immediacy of the reaction is authentic and provides them with access to their target audience in real-time. It can also drive organic growth of social media followers in owned channels. But it comes with potential pitfalls.
For live streamlining, 62% of people are likely to view a brand negatively if they publish a poor-quality video. In fact, there is a direct correlation between quality and engagement, here are some typical issues that impact audience engagement:
After 10 seconds of start-up delay, more than 50% of audiences which tune into watch will leave. Only 8% of this audience will return to the website within 24 hours after experiencing video failure**.
Users have become less tolerant of buffering. Just a 1% of buffering of your content will lead to a decrease of 14 minutes of viewing time**.
Today’s audiences expect video on the internet to have the same quality as traditional broadcast video, for short videos, 33% of the viewers would abandon immediately and after just one minute 84% of all viewers will leave**.
While demand and popularity of live content have risen sharply, so too have consumer expectations. This is due to the sophistication of mobile devices that now have a higher picture and sound quality.
At Embolden, we’re at the forefront of live streaming, multi-channel communication campaigns, film production and event planning. Our clients have come to expect quality content, flawless planning and execution. After all, it’s what we’ve been doing for over 25 years.
Published 7th December 2017
Ho Raven, Head of Digital