To stay ahead digitally within your organization, livestreams are an innovative solution for all kinds of different communication challenges. Is your challenge combining multiple channels with campaigns? You can use livestreams as a strengthening or connecting element for your different channels, making certain goals achievable.
In this way, livestreams contribute to an organization’s strategy. For the more forward-thinking companies in the digital field, livestreams are therefore rapidly growing into a valuable tool, where they can form a connecting factor between different channels. In this blog we tell you where and when you can best use livestreams yourself to further support your company’s digital presence.
What types of livestreams are there?
Broadly speaking, there are three different types of livestreams to distinguish. The purpose of the livestream determines which type best fits your situation. At Valo Media we distinguish the following types of livestreams:
Broadcast only with live video
In its simplest form, a livestream is mainly about broadcasting. For example, this form is often sufficient for a clarifying presentation or update. There is little interaction, but the viewer can usually ask questions through a chat window.
Interactive webinar
With an interactive livestream, such as a webinar, people register in advance. This makes it easier, among other things, to set targets and measure whether they are also achieved. In addition, there are many more possibilities for interaction, as the name already suggests. Think of polls, questions via chat, a moderator in the broadcast who can pass on questions, or a presenter who answers questions passed on by the host.
Videoconference
Innovative teams increasingly turn their important consultations or meetings into a videoconference. Professional equipment is integrated into the conversation, making direct interaction possible and blurring the line between sender and receiver. That direct interaction can be extremely valuable, but it does require some discipline from participants to prevent the conference from becoming chaotic.
Online event
An online event is very similar to the webinar, where a lot of interaction is possible. However, the big difference is that it can be an online extension of a physical event. In that case, staying in contact and networking is also a major part of the experience.
Respond to your target audience
Livestreams only add value to your strategy when they add value to your target audience. Where your vision and their needs meet, a livestream can be a fantastic choice and you can then shape it in the right way. So you let your target audience determine where and when you deploy a livestream, so that you get the most out of it.
As a result, the format of a livestream can differ quite a bit from one target audience to another. Perhaps a periodic stream at fixed times is perfect for communicating with your customers, creating recognizability and lasting online visibility. For another target audience, that may not work at all. Young people like to watch livestreams on their smartphone via social media, while older audiences usually prefer the laptop. We therefore always look at the preferences of the target audience, because that is how the most suitable livestream is created.
The right approach for every goal
Once you have mapped out the purpose of the livestream and the target audience you want to reach, you can look at how best to achieve your goal for the livestream. Naturally, you then respond to them, but you do so in a format that fits your goal well. This is how you give your strategy an innovative shape. Below are some examples of objectives and livestream variations that fit them, to give you an idea.
Generating leads
If you want to generate leads with your livestream, a webinar or online event is often an excellent choice. People register for it, which means you immediately obtain contact details. In addition, you show your expertise during the livestream and you can record it, allowing you to make use of it again later for your target audience!
Focusing on reach
If it is especially important that your livestream reaches a large audience, then ideally you choose a standard livestream. This is the most accessible option, so if you want to inform nearby residents about a major renovation project, for example, this is a suitable choice.
Increasing brand awareness
If you want to increase awareness of your organization, reach plays a larger role than collecting contact details. It is then important to keep it as accessible as possible. For example, do not work with login details and the like, but make it easy for as many people as possible to attend the livestream. Social media platforms are a good way to create a large reach for your livestream.
Strengthening the bond with the target audience
You strengthen the bond with your target audience or your own image by showing what you stand for and involving them. A good way to do this is, for example, to choose a talk-show setting in which specialists join in and address questions that are alive within the target audience.
Inspiration for your livestream
We have already mentioned a few examples of livestreams, but of course there are many more possibilities. What about:
- Table conversations, panels or discussions.
- Seminars.
- Presentations.
- Boot camp or sports class.
- Break-out sessions.
- Workshops.
- Online training sessions.
- Plenary sessions with one or more keynote speakers.
- Online tours or viewings.
- Product launches.
- (Product) demonstrations.
- Reveals.
- Storytelling.
- Entertainment, from music to pub quizzes.
- Online speed dates and networking events.
All these and more variations of livestreams can be used to give substance to your communication strategy and the wishes of your target audience.
