The company’s announcement came the day after legislators used Periscope to live stream from inside Congress after cameras were prohibited from recording a sit-in. The event put live video at the forefront of everyone’s minds.
“Soon, we’ll be putting the power of YouTube live streaming in the palm of your hands,” read the company’s blog post announcement.
Broadcasters will can hit the red capture button, take or select a photo to use as a thumbnail and then broadcast live to their fans and chat with them in near real time.
This is exactly what many brand managers were waiting for in order to jump into the live-video craze.
Here are four reasons why YouTube Live should be on every PR pro’s radar:
1. Most organizations already have a YouTube presence.
A vast majority of organizations already upload video content to YouTube. This makes going live on the app attractive, as brand managers are already comfortable with YouTube—and the learning curve will be lessened.
Brand managers have already crafted a storytelling strategy on the platform and have been doing so for years. Live video on YouTube can help maintain message and branding continuity.
2. Measuring ROI and interpreting data will become easier.
Because many organizations already use YouTube, social media and communications teams already know how to interpret the platform’s data. This solves one of the biggest challenges to understanding the value of live video.
Data will show how many viewers watched lived, how many total viewers watched the video and how many liked it. Broadcasters can also alert subscribers when they go live, making it easier to attract traffic.
3. Your employees and executives might become your organization’s most famous YouTube users.
VidCon host thousands of attendees every year, and every famous YouTube user attends. Now that live video will be available from YouTube’s mobile app, I foresee it being used to create live video that promotes brand messaging with external and internal publics.
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Many brand managers share videos showing their employees as brand ambassadors. The next phase will be live streaming content.
4. Immersive branding and storytelling are the future of storytelling.
YouTube supports 360-degree video, which is often used in conjunction VR efforts.
This year, YouTube became the first platform to broadcast live 360-degree video during Coachella. More than 21 million people tuning in to watch—almost twice as many viewers than those who turned on their TVs to watch the season finale of American Idol.
This huge shift in how we consume video content signals the next step in content creation. It will be prominently mobile, vertical, virtual and live. This content makes immersive branding and storytelling accessible to audiences across the globe. PR pros can’t afford to be left behind.
Many PR pros that I’ve talked to about live video held off adding live streaming to their social media plans because they weren’t sure about the ROI of live video.
PR pros, let YouTube’s announcement be your green light to embrace live video and immersive branding sooner rather than later.
Cathy Hackl is a former Emmy-nominated broadcaster, former director of the Periscope Community Summit/Summit Live and current PR and social media speaker. She is a nationally recognized live video consultant. Connect with her on Twitter: @CathyHackl.
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