Live streaming and live content is a game changer in the music industry. Artists are now setting up gigs just to so that they have content for their marketing campaigns. It is important to utilise every opportunity you have to get video content to boost your engagement, and here is why:
What added value does live video have over everything else?
Live video shows another side of the artist and makes them more human and relatable. Videos don’t have to just be of live performances; it could be a vlog, footage of a rehearsal, anything that might be relevant to your audience. Footage of live performances can act as a showcase of your skills to potential promoters/venues, and can help you to get more live bookings. Video content is also valued on Facebook over other content. Whenever you upload a video to Facebook this post will be pushed out to more people than if you were to link to a YouTube clip, or just post text. This means more marketing reach and potential engagement.
What’s the appeal to fans?
The chances are that not all of your fans are in the same place. Creating video content means you can reach people all over the world. Video content makes people feel like they are missing out on something, so they are more likely to buy a ticket to your next performance. On the other hand, it also gives those who can’t attend live performances a chance to get involved and see it for themselves.
Live streaming versus Video On Demand (e.g. YouTube):
Unless the event is hugely relevant to a big audience, live streaming isn’t always the best way forward. Video on demand does have more viewers. However, live streaming is more accommodating in terms of quality as audiences expect more production in video on demand. Plus, if you use multiple cameras it allows for editing which means you can have a unique product at the end of the stream. However, live streaming can make people nervous and opens you up to making mistakes which can’t be erased. But what some don’t realise is that you can actually fake a live stream. This minimises the risk of being unhappy with the results.
How do you create content that suits the different platforms?
It’s important to create video content that suits different platforms. For example, there is perhaps a younger audience on Snapchat compared to other platforms. Snapchat is also more useful for short pieces of promotion; the finished product with high production value can then be shared on Facebook and YouTube. You can use platforms such as Snapchat and Instagram to create trailers for upcoming music videos, before releasing the full version on Facebook and YouTube. This is an easy way to create a marketing campaign whilst keeping your content different and fresh across all of your platforms.
Advice for those with limited budgets:
Performing covers on live streams do really well on social media and are very cheap or cost nothing at all. They are a great way to introduce audiences to your style before presenting them with original material. You could also find and make use of tastemaker accounts who post videos of independent artists to help boost their reach. A high profile example of this is VEVO dscvr. They work with up and coming artists by filming interviews, live performances and more. It is free and gives you a great stamp of approval.
Try to maximise your time. If you already have things planned in your schedule (e.g. interviews, sound check, gig, rehearsal, band practice) capture everything as you’re doing it. This gives you video content at no extra cost. It will also be representative of what you are actually like as an artist. Don’t waste money on something that doesn’t represent you very well. You can split this content across multiple posts (e.g. film your hour band practice and turn this into six 10 minute videos) in order to make the most of the footage. It’s all about maximising your opportunities.