Author: Manish Dudharejia / Source: The Next Web
The concept of “going live” in the business world has been steadily picking up steam for a few years now. The implementation of Facebook Live back in 2016 thrust this practice into the spotlight.
Nowadays, creating a live presence, whether it is through things like behind-the-scenes videos, podcasts, Q&A sessions is more than just advisable; it’s practically a requirement to rise above the noise in any given industry.
By 2021, the livestreaming market is predicted to exceed $70 billion.The key to gaining traction with livestreams is a memorable host personality. The significance behind this goes much deeper than many people initially think. Here are three key reasons to why you should put emphasis on creating an extraordinary “live” personality that captures both attention and interest.
Bring new meaning to “brand authenticity”
While the idea of “going live” sounds fairly straightforward, it’s not as easy as it sounds. Chances are, you’ve spent a great deal of time and effort nailing down the ideal personality to represent your brand and make your message authentic. The character traits of this personality should ideally flow through all content you produce. When you’re creating things like landing pages, blog posts, branded emails, voiceovers, pre-recorded videos, ect, exemplifying these traits can be done with the utmost precision – as you can edit and tweak the content accordingly before it hits the airwaves.
When you are livestreaming, you don’t have this luxury. In many ways, the host of these live sessions is a candid living and breathing representation of your brand. That said, the finer details of this personality must flow organically and not come across as manufactured in any way.
Take a look at Mashable’s live series Mash on This:
The program uses Facebook Live to do a rundown of trending topics taking place across the internet. The host, Dory Greenberg, does a fantastic job of reflecting the upbeat, hip, and quirky personality that Mashable is working to achieve. As she discusses the topics at hand, Mashable’s insights flow very naturally while Dory’s look, voice, or tone does not seem forced or overly scripted.
While Mashable makes it look easy, creating a meaningful sense of brand authenticity when livestreaming requires a great deal of planning before going on air.
Start by going back to your brand archetypes. In order to nail down the ideal personality type for livestreaming, you need to be very granular with the details.
- If your brand was a person, what would they look like?
- How do they dress?
- What types of products do they use?
- What kinds of food do they eat?
- How do they talk?
- What do they do for fun?
- If you were to grab a drink with them, what would it be like?
While some of these questions may seem…
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