We're all live broadcasters now. With the advent of Twitter's Periscope, Instagram Stories, and Facebook Live, everyone can stream what they're doing—inane or otherwise—and beam it across their social networks.

Live video is a game-changer for social users, and, as is often the case, it's becoming a game changer for brands. Companies haven't dived in completely because livestreaming is fraught with risks at a time when a little bit of bad publicity can go a very long way.

That said, brands would be wise to explore how to make full use of livestreaming to reach consumers in a nimble way—on the social channels those consumers prefer.

The Risks of Going Live

Brands today want—and increasingly need—to control every aspect of their public image. So even if a company makes meticulous preparations in advance of a Facebook Live video, there's still a chance that something will go wrong.

A teenager doesn't have to worry about a friendly photo bomb (or the live video version of that) or the accidental shaking of his phone while streaming the unboxing of a new pair of shoes, but the same hiccups could spur instant social backlash for a large brand.

Being unable to edit every frame of a video can seem risky, and rightfully so. That said, considering how customers are eager to consume live content, there's a need for brands to embrace the power of livestreaming.

The Opportunity of Livestreaming

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image of Elizabeth Closmore

Elizabeth Closmore is the global head of product evangelism and partnerships at Sprinklr, a complete social media management platform for the enterprise. She leads the company's product strategy and partnerships with social channels.

LinkedIn: Elizabeth Closmore

Twitter: @ebclosmore