Consider the challenges of live video in your messaging efforts

Live-streaming content is an exciting tool for marketers, but it’s far from perfect. Consider the cons—not just the pros—before jumping in with both feet.

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The benefits of live video have been discussed ad nauseam, but it’s not for everyone.

Here are a few common challenges to take into account when deciding whether to use this tool:

You have to be an effective speaker

Live video streaming is public speaking. Although you are not physically standing in front of thousands of people, live broadcasting takes a lot of courage.

But you are still speaking in real time with almost no room for a mistake. Not everyone is born as confident as Dale Carnegie, but you have to know your topic inside out and be able to improvise in response to unexpected questions.

There is no way to outsource the work

Unlike written content and evergreen video production, you can’t outsource the work.

You can always hire a camera operator to follow you around or a host to do live streams on your behalf, but the result may not be as effective. The real potential and power of this marketing medium comes from an ongoing series of content from an authentic brand personality.

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