by Farraz Khan | 7 Feb 2019
Your livestream is over. Now what?
We tend to think of live video as a single-serve type of content, one whose relevance and utility lasts only for the duration of its runtime. Better, the argument goes, to invest in evergreen content – the web videos and blog posts that deliver results day-in and day-out.
When used strategically, however, live video can also be a kind of evergreen content.
Repackaging and repurposing livestreams is an efficient way to multiply your content output – both for organic and for ad units.
Here’s how to turn your live video into content that keeps on giving:
Livestreams Are Raw Material for More Organic Content
Since its most typical use is to present interviews, demonstrations, and events in real time, live video – as a medium – tends towards greater length.
By definition, then, a generic livestream will result in a larger quantity of content than, say, a short edited video or a 400-word blog post.
When devising your content strategy, it is important to think of your livestreams as a repository of raw content – material that you can chop up, mix up, package, and repackage to generate lots more content.
As an example, one Socialive customer used the footage from three streams to generate content for 47 additional long- and short-form videos.
How do you repackage a livestream to produce more organic video?
> Segmentation: Take an hour-long livestream and edit it into shorter segments – 10 minutes, 5 minutes, or even shorter. Simply segmenting your video in this way can yield upwards of five or ten new pieces of content, all mined from a single livestream.
> Theme-based clips: In the course of an hourlong panel discussion, say, panelists may visit and return to a few core themes. Editing shorter video clips that explore a single theme is a way to bring focus and cohesion around key ideas.
> Highlights: Not every second in an hourlong stream will be thrilling. But, usually, a single livestream will feature a handful of noteworthy moments. Spotlight those moments in stand-alone clips or produce a highlight reel.
Through smart content strategy, a single livestream can generate dozens of additional pieces of video content – which can be posted or published as regular, non-live video.
But more, this approach provides the added benefit of parcelling out content in bite-size lengths, so people are more apt to consume it. (It’s far easier to commit to watching a 2-minute video than a 1-hour video.)
Ultimately, increased video output, paired with enhanced watchability and the curated packaging of content around exciting moments or thought-provoking ideas, has the effect of spurring awareness and interest around your original livestream as well as your brand.
Repurpose Live Video for Ads
As we’ve discussed before, live video is uniquely compelling – producing 10x as many interactions as regular video, the next most popular content type.
Part of the appeal of live video is its real-time quality: Audiences can tune into an event or a broadcast as it occurs. But livestreams – on digital channels – are also engaging for their authentic aesthetic.
By repurposing livestreams for ad units on digital channels like Facebook, YouTube, LinkedIn, and so on, brands can reap the benefit of the potent style of live video content, without having to separately produce it.
According to Socialive data, ads that use repurposed livestream video frequently outperform traditional video ads.
In one instance, a Socialive customer reduced cost per acquisition (CPA) by 46% by repurposing live video for digital ads. Another customer drove down cost per view (CPV) to $.01.
How do you repurpose a livestream for video ads?
> Experiment with length: Create different ad units based on 15-second, 30-second, 1-minute, and 3-minute clips or trailer-style highlights using livestream footage. Pick moments that are impressive, persuasive, or otherwise engaging and craft the edit to maximize the effect those moments produce in a viewer.
> Experiment with content: Within the parameters of runtime, try to communicate a different story, message, or feeling with the video content you repurpose from your livestream. Try, for instance, a simple, unedited clip to spotlight some dramatic moment; or consider editing a series of moments together to conjure energy and excitement.
> Strategically test your video ads: Consumers can encounter your ads at different points along the buyer’s journey. Test which of your ads – what runtime, what content – most resonates with your audience at each stage, from top-funnel awareness building to retargeting high-intent prospects.
The lifespan of livestreams – when used strategically – can be long.
By repackaging and repurposing a livestream, a single pillar video can produce dozens more stand-alone pieces of content. And as the engagement power of a live video – expressed in live’s distinct aesthetic – persists even after a video is no longer live, its footage can be used to create compelling ads.
For organizations seeking efficient, evergreen content, live video is the answer.