Although the term stream covers all online audiovisual content, we must distinguish between two modalities: Video on demand (Video on Demand), thanks to YouTube we have known that for almost ten years; Y live streaming (live), a rousing upward trend. “The reception these platforms are getting tells us that the ‘live’ component is what attracts people,” he says Ignacio Mancha NunezCEO of Global Studio and streaming expert.

But is it really useful on a business level? Corresponding Nacho GalindoHead of Business Development Live! audiovisual “it opens up an infinite world of possibilities previously unimaginable and inaccessible for an SME, as it is the equivalent of an old private TV channel, but in our hands”.

What should be broadcast?

Ignacio Mancha reiterates that “there are many events that a company can broadcast live and, as is the case with celebrities, this allows our company to be transparent and accessible”. For his part, Nacho Galindo explains that “an SME can transmit everything related to its communication, both internal and external: marketing, product, advertising, brand image, demos, tutorials, public relations and above all events relevant to the company like Forums, congresses, seminars, trade fairs, etc. Creativity plays an important role here.” “We can go as far as we want. The key is in the content, which has to be interesting for the target audience,” says the managing director of Live! audiovisual.

Why send?

According to the Center for Sociological Research (CIS), 90% of online shoppers say video helps them make purchasing decisions, and 85% are willing to consume on websites that have videos because the audiovisual content makes the product more appealing power . In this way, if used correctly, video can help us to boost sales, position ourselves in the first positions on Google, increase the time spent on our site and increase the conversion rate.

Also, highlight its potential as a marketing and communication strategy to win return message or increase it engagement with the community and potential buyers. “Brands – says Mancha – cannot continue to ignore this new format of communication as it will account for 84% of all internet flow in 2018”.

how to spend

“To get the most out of this technology, we can’t stay on the surface,” says Mancha. First of all you have to know how to use networks Networks that allow us to share videos. “These platforms serve as hooks to generate user interest in our products, but we must not stop there; The goal must be to lure them to our site where we must have our premium content. And to be able to do that, we need a private streaming platform that allows us to have our videos on our web domain.”

Namely, the container must be your own and not a general channel like Youtube. Ignacio Mancha noticed this lack five years ago and founded a streaming company that allows organizations to host their videos on their website, giving each company control over their content. “If we put a player which redirects you to YouTube, we not only run you from our site, but also place you on a platform that shows a number of related videos, including certainly our direct competition. In this sense, Galindo points to the possibility of having its own broadcasting platform or YouTube, although on the other hand these external platforms can offer vitality. Hence “is the ideal seek balance“.

Get your own ads

This loss of control also occurs with the ads that YouTube shows in our video: “This platform segments ads based on the user’s profile, and there are instances where an ad from your competitor or a company may appear in your video.” I want to not be associated with your brand,” Mancha says. However, by hosting our videos on a private platform, we not only have control over the advertising and make sure users are focused on what interests us, but we can also market our video ads freely.”

Position your site

On the other hand, video is a simple and effective way to improve our site’s positioning in search engines. Corresponding Jorg Perez Lopez, GlobalStudio Product Manager and SEO Specialist, “Google loves audiovisual content, so we can improve our positions in the major search engines by including it in our marketing plan. No SEO strategy is conceived today that does not take into account the use of video, and having it on our domain is obviously much more powerful than hosting it on external networks.” Likewise, the videos are ours and give to her the importance they deserve Gateway to mobile phones and tablets, devices that will account for 82% of global internet traffic in 2019. “Video and mobile go hand in hand – says Jorge Pérez – and brands cannot ignore this current reality”.

How to stream live

technical means: You need at least a camera, a good microphone and lighting, which would mean an investment of around 5,000 euros in basic professional equipment. If you develop a plan with frequent broadcasts, it is best to invest, but if you have an occasional need for it is better to seek professional help.

human team: Can be done stream Live from a cell phone, but if you want to do something more professional you must have a technician specialized in digital audiovisual production. The more professional the broadcast, the more likely the communication will be effective.

contents: The key is figuring out what your audience is interested in and having a content plan, meaning knowing what you want to do and how you’re going to do it. The rest of the required resources can be rented or outsourced.

sound: Audio is one of the most important and mostly forgotten aspects of streaming. Many live broadcasts fail because of the poor sound quality, so pay attention to this aspect and maximize it by using professional microphones.

bandwidth: We must ensure that we have enough upload bandwidth, bearing in mind that it is not a Wi-Fi connection as it fluctuates more easily. This aspect is very important if we do not want the transmission to be interrupted, resulting in a very bad experience.

Optimize your website for mobile devices: Another of the “got to“ is that the emission must be mobile friendlysince 60% of users use live streaming on mobile devices.

planning: Don’t leave anything to chance. Conduct sound tests and connectivity tests, and make sure the room or area is adequately lit. With a live broadcast, it is important to ensure reliability and that everything is going well. “Going black” is very negative for the image of the company or the event.

expectations: Use your social networks to announce in advance that you will be broadcast live and create expectations by revealing some of the content of your show.


Seven examples of successful image films

company management