Authenticity is powerful.
In a world where we are questioning content’s origin and intent, live content is exploding due to its power as a real source of knowledge.
We have video games to thank for accelerating the reach of live content, as popularized by twitch.tv, a website designed to show live playing of video games. That sure got us started.
Nowadays, it is normal to Facebook Live an event for a few simple reasons. Facebook live videos are watched three times as long as regular videos and Facebook videos have increased 360% in the last year across our news feeds. There is plenty of other supporting data, but that’s enough for me.
Why is this happening? Sometimes the answer is remarkably simple.
The majority of our brains prefer to process visual content, so it is more convenient.
We prefer face to face meetings in business vs. the phone…..so it is not crazy to think we prefer to meet people in person via live events before we decide to listen to them more in the future. We like this type of social introduction.
And, perhaps most importantly, the “live event” is really now a four-part series, which I’ll put in context with the SXSW talks shared in this post.
The first part is the actual event. We held panels at SXSW on a variety of important topics this past week.
The second is the live extension of the event into Facebook via Facebook Live. We were able to reach a global audience in real-time.
The third is the storage of this same event on Facebook for reference post event. We are able to reach colleagues who could not watch initially due to time zones or other competing priorities this week and beyond.
The fourth is the sharing of the same event on YouTube to reach their audience. We can now add an important panel into the world’s second largest search audience to further extend the audience and share cutting-edge thinking for the forseeable future.
When you put this together, you may have 150 or 300 or 500 people in a ballroom for an event, but actually reach an audience that would fill a basketball arena of 20,000 within a month of this same event.
Live and authenticity go hand in hand. We trust those we can see, hear and relate to. It is a powerful trend that will only increase in importance as we improve our technology, mobile capabilities and the live experience itself.
As examples, here are three of our panels from SXSW for your enjoyment. Since it was live, the video doesn’t start at 0:0, so the start time is noted in each case.
Countering Hate: Understanding & Stopping Extremism: https://www.facebook.com/W2OGroup/videos/868372089991496/
- Starts at 10:45
News Integrity: Advocating for Quality Journalism: https://www.facebook.com/W2OGroup/videos/869500436545328/
- Starts at 4:00
Music as a Corporate Social Responsibility Platform: https://www.facebook.com/W2OGroup/videos/867650486730323/
- Starts at 21:55
If you would like to see all 16 of our panels, we’ll be sending them out via Facebook, YouTube and other social channels soon, but here is a link for now where we have our Facebook video playlist updated: https://www.facebook.com/W2OGroup/