3 Ways You Get More Done with Live Video vs. Recording
3 Ways You Get More Done With Live Video
The broadcasters among us know that producing a five-minute live video segment can take between five and 30 minutes. They also know that producing a five-minute recorded segment can potentially take half a day or more. Live video, whether a TV broadcast or live streaming over the Internet or Facebook Live, can be an excellent tool to do more with less time. It can also be incredibly intimidating, especially for people less familiar with broadcasting.
As you explore the opportunity to introduce or expand the role of live video in your content marketing strategy, here are three key takeaways based on experience as both a broadcast journalist and public relations professional preparing non-broadcasters for their first experience with live video.
More Pressure = Fewer Mistakes: The Mystery of Live Video
An interesting thing happens when your brain realizes you can’t get a do over. You make fewer mistakes. It really is part of the mystery of live video. Whether it’s the adrenaline from a live broadcast experience or something much more psychologically complicated, I’ve seen this time and time again. Professionals outside of the media space who typically require 20+ takes to say three sentences correctly on camera will breeze through a 5–30 minute live video session without missing a beat. On top of that, their delivery becomes more natural and conversational than what we could capture in a recorded video segment.
Do they still make some mistakes? Sure. Could they have said something a little better? Maybe. In my debriefs with people after their live broadcast interviews, they frequently show frustration about small mistakes or awkward pauses. I get to be the person who explains that no one other than them would have noticed or what’s more frequently the case, no one watching would care. They got their key messages in, they kept it conversational and they got the job done. I’ll often keep the fact that it would have taken us five hours to record, edit and produce that same five minute segment to myself.
Live Streaming Video Delivers More Content with Less Time Investment
In a world where the efficient management of time matters, live streaming video delivers a lot of bang for the buck. If you produce anything live, whether that’s a video webcast, Facebook Live event or YouTube live stream, you get more than that live broadcast experience itself. You get access to an archived recording immediately following the event. You also have the opportunity to record the same live event using the same or additional cameras.
That recording of the live broadcast gives you an ocean of additional content to recycle and reuse in different ways. Instead of working toward a three-minute produced video to share on YouTube and social media, you could reasonably have 30-60 minutes of high quality footage with your key people bringing their A game.
That could easily be cut up into 10-20 shorter video clips to use on social media, a company FAQ or even your product marketing campaigns. Depending on the topic, maybe you can pull the audio track and turn it into a podcast. Was it an incredible Facebook Live event? Pull the video and host it on a landing page as a tool to build your newsletter list. Preparing and executing that single live streaming video event could literally save you days or even weeks of production time on other projects if you use it properly. That’s efficiency worth bragging about.
Building Skills With Live Broadcast Training
These live video webinars and Facebook Live events also provide another unspoken benefit. They’re showing your staff how to prepare for a live interview. It’s the same kind of skill building we work toward in corporate media training. Telling someone how to do something only gets them so far. You have to show them and then you have to help them do it over, and over and over again.
The best interview training is actually doing a lot of interviews, ideally with some level of progression that builds your staff’s comfort level and confidence. Practice interviews are part of that, but an actual live broadcast experience can move them miles ahead. And once they’re really comfortable with the live streaming video experiences you produce, they’ll seem like a seasoned broadcast veteran when asked to do a live TV interview.