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    Live Video Revolution: How to Get Massive Customer Engagement and Skyrocket Sales with Live Video
    Live Video Revolution: How to Get Massive Customer Engagement and Skyrocket Sales with Live Video
    Live Video Revolution: How to Get Massive Customer Engagement and Skyrocket Sales with Live Video
    Ebook92 pages59 minutes

    Live Video Revolution: How to Get Massive Customer Engagement and Skyrocket Sales with Live Video

    By Joel Comm and Michael Stelzner

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    About this ebook

    With one in five Facebook videos posted being live videos, it’s essential that businesses and brands understand how to use this technology and create content for live broadcasts. Just as social media is a relatively new phenomenon which many business owners are still learning how to use, live video is rapidly becoming a great way to increase customer engagement and sales. The Live Video Revolution covers a brief history of live video technology, how that technology can be used for personal branding and business, features of live videos, and includes a variety of case studies to provoke thought and encourage businesses and brands to utilize this technology.
    LanguageEnglish
    PublisherOpen Road Integrated Media
    Release dateSep 12, 2017
    ISBN9781683506140
    Live Video Revolution: How to Get Massive Customer Engagement and Skyrocket Sales with Live Video
    Author

    Joel Comm

      Joel Comm is the New York Times best-selling author of thirteen books, including The AdSense Code, Click Here to Order, KaChing, and Twitter Power 3.0. He has appeared in the New York Times, on Jon Stewart’s The Daily Show, on CNN online, on Fox News, and many other places. He lives in Denver, Colorado.  

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      Book preview

      Live Video Revolution - Joel Comm

      Preface

      The year was 2016.

      Candace Payne, a housewife from Grand Prairie, Texas had just left her local Kohl’s Department store with a new purchase in her hand. Stepping into her vehicle, the excitement of what she bought turned into a desire to go live on her Facebook page so she could see the newly acquired item with her friends that might tune in to watch.

      This was no professional production. The set was Candace’s vehicle. There wasn’t time to get hair and makeup on point. There was no script. There was no director.

      She pushed the live button Facebook, but she could never have seen what would happen next.

      160 million views later, the world is now very familiar with Chewbacca Mom, the name affectionately given to Candace when her unveiling and wearing of the Star Wars Chewbacca mask that made the trademark growl when the mouth opened was foisted on an unsuspecting public.

      But it wasn’t the mask that led to the massively viral video. It was Candace Payne’s infectious laugh that won everyone over. Every time she opened her mouth and the sound effect growl was triggered, Candace authentically and beautifully laughed hysterically. And we all laughed with her.

      It wasn’t professionally produced. It wasn’t scripted. There wasn’t time to get hair and makeup on point. And the chosen set was nothing more than the front seat of the family van.

      And yet, with countless reactions and shares on this one 4-minute video, we recognized that live video had arrived.

      Introduction

      How We Got Here… And What We’ve Got Here

      Vintage commercials are a blast. Children hold up glasses of Ovaltine as though they’d just been given an ice cream sundae. Camel used to run a print ad in which an older gentleman in a white coat held up a cigarette. The headline? More doctors smoke Camels than any other cigarette. There are entire websites dedicated to dated and sexist advertising pitching vacuum cleaners and cookware to 1950s housewives.

      If you ever want to know just how much things have changed within living memory, just take a walk through those old commercials. They feel like another world.

      But while the content of commercials has changed almost beyond recognition over the last sixty-odd years, until recently one aspect of advertising had remained the same. It interrupted. You’d turn the page in a magazine expecting to find the next article and you’d see a full page ad for a ’57 Chevrolet, sweet, smooth and sassy. You’d be listening to your favorite radio show and in the middle of some dramatic scene; you’d get a jingle for Fluffo from Proctor and Gamble, the first new shortening in forty years.

      Television was no better. Channels were built to hold advertising and content was pushed around the ads to keep people watching. No 1950s cowboy could ever get his man without some other man first telling viewers about the appeal of Kelloggs’ candy-sweet Sugar Smacks.

      That hasn’t changed. Magazines, even when you’ve paid the subscription rate, are still filled with advertising. You might have to swipe your finger across a screen now to get to the article you want, but the ads are still there… and still in the way. Without the commercial breaks, a season of 24 would only have been eighteen hours long. No wonder Jack Bauer managed to get through the longest day of his life so easily: while you were watching commercials for headache pills and SUVs, the counter-terrorism agent was able to get a full-night’s sleep.

      The arrival of online advertising didn’t bring an improvement—at least not initially. Banner ads became so common and so intrusive, forcing users to read around them and click past pop-ups and pop-unders, that as many as a quarter of all US Internet users are now said to use ad blockers to help them reach their content more easily.

      That battle for attention is a challenge for audiences, for advertisers and for content producers. If audiences can avoid the ads, whether through an ad blocker, a quick swipe or a commercial-free pirated download, publishers will lose income. Without an audience, advertisers will struggle to inform the public about the qualities of their products. And without the content that advertising subsidizes, in the long run, those audiences will have nothing to watch, read or listen

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