This is a guest post from Tyler Hayes, Sr. Communications Manager for Cheetah Mobile, creators of the live broadcasting network Live.me.
We get questions all the time asking what are the things to know about live broadcasting. It’s a different behavior from just pointing a mobile device at an event happening and assuming people will be content just passively watching — like TV.
Based on what we’ve seen with Live.me and live broadcasting in general throughout 2016, here are some tips, tricks, and overall best practices.
First, let’s be clear. Live streaming isn’t a fad, it’s the future. It’s like going to back to the 1950’s and saying that the television is a fad and the radio will reign supreme forever. People are spending more time than ever before on Facebook, Snapchat, Instagram, and other online platforms. The television will continue to exist — just like radio continued to be relevant until podcasting came along — but it just won’t be the top media source anymore. This is where Facebook Live comes along.
We don’t know which live streaming service will reign on top — currently it’s a battle between Facebook, YouNow, Twitch, Instagram, and Periscope — but one will come out in top and will rake in billions more in ad revenue than the television. However, from what I’ve seen the past few months in the media landscape and growing my own Facebook Live dedicated page Urbanist, I think Facebook Live is going to come out on top and here’s why.
I’m excited to announce that Delmondo’s social video measurement software is the newest Facebook Media Solutions partner, providing enterprise technology solutions to media companies, agencies, and brands.
As Delmondo turns two years old this month, we have seen massive shifts in the social video space. When our company launched Snapchat didn’t sell any ads, Facebook was just starting their ascent to becoming a video powerhouse, and we were only just starting to hear rumblings of the birth of a new live streaming movement.
Now video is growing faster than ever – in just the past year alone smartphone video data usage has tripled with millennial viewers. If you believe our client Cisco (like we do), 75% of the world’s mobile traffic will come from video viewership by 2020 and those same millennials will be growing up with new video consumption habits.
Snapchat debuted Lenses in September 2015 as a set of filters that would respond to a user’s facial movements, adding sounds and interactive motion effects to video selfies. Since then, it has been reported that as many as 30 million snaps each day are decorated with lenses. Many of these include sponsored lenses, which are one of the most premium types of ads available from Snapchat, enabling advertisers to build branded experiences they can share with their friends.
To date, Snapchat has run more than 100 sponsored lenses, with lots of brands buying them up, and it seems like every day we’re being asked by clients for great examples of sponsored filters. So today we have created a list of the top 10 sponsored lenses to date.
Now it’s no secret that Snapchat advertising analytics are a secret as closely guarded as the Holy Grail but it is possible to find examples online. We used all the examples we could find in the form of case studies or PR articles for our analysis.
So with public statistics, press articles and our own personal opinions mashed up into a magical (and not-so scientific) formula, we now present THE TOP TEN BEST SNAPCHAT SPONSORED LENSES OF ALL TIME!
Today we’re excited to announce another step in Delmondo’s path towards empowering media brands and creators by bringing on Brian Fanzo as a strategic advisor to the company.
Fanzo, or “iSocialFanz” as he’s commonly known on the internet, will be working with us on evangelizing and providing feedback on our live video analytics product while building deeper relationships with enterprise brands looking to go live.
Snapchat is too big to ignore anymore — driving more than 10 billion daily video views by users.
10 billion views (with a b). Let that sink in for a second.
That’s massive. By comparison, Facebook has 8 billion daily video views. What’s so different though, is Snapchat’s 10 billion views are coming exclusively from mobile devices.
For marketers, there’s a huge opportunity to tap into that audience and tell new stories, as it’s not just a platform for teens anymore. 3/4th’s of US users are over the age of 18, and we’re seeing more people over the age of 25 joining the platform, a number expected only to grow in 2016.
But while many marketers have spent the better part of the year getting used to the platform itself, one of the biggest things that’s still confusing people is measuring success of content on Snapchat.
When we already see marketers struggle to make meaning from established data sources it’s understandable why a new and complicated platform like Snapchat without formal analytics would be hard for marketers to dive right into.
On Snapchat, marketers should focus less on the number of connected followers they have and more on the number of people consuming their stories. In fact, most users can’t even see how many followers they have on Snapchat, instead you can measure how many people view your snaps on average.
Fortunately, we’ve built Snapchat analytics software to help solve this problem, but we’ve also put together some of our findings from this year and distilled then into the four key metrics that will get you started.
Many Snapchatters can attribute their large Snapchat following to one viral moment or video that sends their story skyrocketing. Take Jennifer Levinson for example. She gained nearly 100,000 Snapchat followers after Buzzfeed did a video about how she Snapchats her boyfriend sleepwalking (it’s hilarious, you can watch it here).
These moments seem to happen all the time at UFC tentpole events, with their Snapchat content reaching millions of viewers each week across platforms. As the man behind the camera for our client the UFC’s Snapchat it’s my job to find these opportunities and fit them into the story I’m trying to tell.
I was lucky enough to head to Vegas during International Fight Week for UFC 200 to produce vertical video and lead takeovers. We covered a full week of activities including the UFC Fan Expo, three fights and along the way we created content for the official Snapchat Live story…literally living, breathing, eating Snapchat 24/7.
So what did I do when I saw Justin Timberlake and Tom Brady joking around before the Main Card at UFC 200? I politely asked for a picture and they graciously obliged.