Going live is the next standard

The importance of Going live for Events and Tourism destinations

Instagram stories, Messenger, Snapchat, live tweets or youtube live are some of the examples which prove live sharing is a well-implemented way to advertise and entertain viewers and potential customers.

But how the tourism sector could gain from it and how to use it properly?

• Live content is changing the mindset for organizations. It is a real opportunity to gain in popularity, exposure and even discipline.
• It can humanize your brand by letting people feel and see what’s happening in the heart of your product. It allows a greater interaction as people tend to react directly at the live event. A brand that has nothing to hide is a trustful brand that encourages the human over the customer.
• More and more people is willing to watch live videos instead of pre-recorded ones. There’s a need to shift this increasing number (10x more important than pre-recorded videos).
• It is a way to show the Behind-the-scenes of an organization, which offers new possibilities to reach customer’s attention and sympathy.
• Youtube and Facebook algorithms are treating live videos differently, and tend to place it in top priority news feeds. Organic reach is therefore widely increased.

Many opportunities can be used to experiment live sharing content such as :

• Behind the scenes: allows the customers to understand the work and the commitment of the company’s workers.
• A special event: An opening night, a dance contest or whatever could catch the eye.
• Unexpected event: A risky choice but which could rapidly go viral if well executed.
• An interview: Some influencers or experts can generate a lot of interest if the subject is well explained.

But in order to propose quality live content video a tourism company should process with precaution:

•            As there are a lot of ways to stream live, each channel has its pros and cons. The best way to use them all, is to attribute a task to each. This will allow customers to get familiar with it, to spread your visibility upon different sectors (Snapchat for youngsters, Facebook for family, etc.).
•         Planned videos are sometimes better. For two main reasons, the uncertainty of a live broadcast situation and the ability to alert everyone in your office or work location.
•         Boundaries: know when you need to cut, and when it is relevant to continue filming.
•            Be prepared to react to the unexpected. Always get assistance from others if you’re not sure of how things will turn on.
•            Use the different live videos to propose mash-ups or compilation which could be interested for further exploitations.

These new tools are also a great way to do metrics, to understand how many people visited your website, how long did the event has been looked at by customers, calculate the bounce rate. So it might be a risky step but in the end it will multiply the engagement and surely improve the modern image of a company.