I am seeing ever more use of "livestreaming" video by small business owners in my market. While I am wholeheartedly in favor of the use of video in marketing, I confess to being concerned that livestreaming isn't working extremely well right now.
Everything is a question of production values. Home brew video is generally a problem for many. Most of the small businesses I know don't invest in proper video recording equipment and often record straight to a smartphone. It shows.
Livestreamers take this to the next extreme, usually recording as video "selfies" and creating wildly changing backgrounds and lighting effects as they adjust position or focus on subjects of interest. I am reminded of The Blair Witch Project. The result really isn't pretty.
My advice is to engage a professional videographer who has the equipment and experience to cast a livestream to best effect. Barring that, the camera should at least be mounted on a stable tripod with light to its rear, and, if possible, a wireless microphone should be used by the speaker to improve sound quality.
Bottom Line: Video is a wonderful tool that can bring life to a marketing program. Livestreaming is a video technique that can boomerang on the user. The small business owner using livestreams must ensure that equipment and control are as professional as possible.
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