Using live video as a marketing tool

Small businesses have many options when it comes to marketing. The most popular choices tend to centre on posting a picture and status on the more immediate social media channels like Facebook or Twitter, and maybe a longer post on a blog.

As technology and consumer-driven behaviours change, however, newer opportunities keep popping up.

For photographers, moving into video – especially live video – can be the next logical step to grow an effective marketing strategy.

Tools such as webinars and podcasts need preparation and existing audiences to be effective. With live video, you can post anything, from quick behind-the-scenes glimpses to longer shoots built for educational purposes.

To get you started, we compiled an overview of three services best suited for creating live video for your business.

Using live video as a marketing tool

PERISCOPE

Pros:

  • One of the first services built for live video, it is well-known. (You may have heard the Periscope vs. Meerkat debate months ago; well, Periscope has officially won.)
  • Associated with Twitter, so your existing Twitter audience is notified when you are broadcasting.
  • Relatively easy to learn how to use.
  • You can archive videos for your audience to view on the Periscope app after the broadcast is finished.

Cons:

  • Relatively small reach if your target clients aren’t on Twitter.
  • Was the first, but better technology is emerging.
  • Can only broadcast from the phone-based app.

 

Using live video as a marketing tool

SNAPCHAT

Pros:

  • Very easy to use.
  • Appeals to a younger audience but also great for seniors and even family sessions.

Cons:

  • Videos can’t really be archived for later viewing. Even if you share to your ‘story’, it is only available for 24 hours max before it deletes itself, which is a bummer from a business point of view.
  • Like Periscope, it can only record from the phone-based app.

 

Using live video as a marketing tool

FACEBOOK LIVE

Pros:

  • The newest service, but emerging as the most powerful. You may recently have heard about a certain Chewbacca mask story – 20 million views in one night!
  • It has a large audience reach and can work with your personal or business Facebook page.
  • Video can be archived and shared in other places, such as a WordPress blog, which can make this a very powerful and long-lasting business tool.
  • You can record from computer or phone, anywhere you have access to a video and Facebook. (Photographer Brian Matiash even uses a dual camera setup in his weekly Facebook live show.)

Cons:

  • It is subject to Facebook rules and algorithms, which can (and do) change constantly.

These are just a few choices. With things evolving quickly, however, some issues may have already been addressed as you go to do your research.

It is worth a look at the above platforms, as live video really can add an exciting and personal element to marketing your photography business.