Remember Blab? When it was launched and once the “shiny new object” syndrome had died down, people shared a lot of knowledge before the live video platform closed down in 2016. However, most of the conversations tended to be within the “social media bubble”. I’m not sure that many businesses picked up on this or anybody worked out a way to monetise live video in this form.
So, should I be using live video?
Blab was a success in that other tools were created off the back of the technology, including one that was purchased by a crowdfunding company to make crowdfunding more accessible and instant.
Facebook also started developing a live video platform and through Facebook’s market leadership position started creating a market.
Has it lived up to the hype? No.
As so often, what happens with social media is that people use “yesterday’s” ideas with “today’s” technology. With Blab, brands could create a conversation with customers, a great way to create community, brand advocacy and even support product innovation. Except what happened was that people used the platform to “broadcast”: 1930s marketing in a 21st century wrapper.
The live video I’ve seen has been brand or “me” focused, or people trying to be a “trending marketing agency”. On the basis that the Queen of England never introduces herself (everybody knows who she is), if you have to tell people you are something, it probably means you are something else!
Where is live video going?
When (if) brands wake up to the true capabilities of social and understand that it provides them with a platform for a two-way discussion rather than a megaphone to shout at customers, then it will really take off.
Here at Digital Leadership Associates (DLA) we use live video (Comcast) as a way of providing educational discussions with people who are using social media. We put all these on our YouTube channel This is a knowledge resource to educate and support people’s social media and social selling projects. Contact us to find out how you can use live video to create genuinely useful conversations with your customers.
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.