There’s a saying that goes, “You have to be believed to be heard”. And when it comes to being believed, experts agree that three factors have the biggest emotional impact on how your audience feels about you. Physiology. Tonality. Verbiage.
If you had to guess, which one of these three things would you guess has the biggest impact? Physiology refers to your physical presence, eye contact or facial expressions. Verbiage is what you say, the actual words you use. Tonality is how you say it: your intonation, inflection, timbre.
It’s been shown that physiology represents just over half of the impression you make with your audience while tonality and verbiage trail well behind at 28% and 7% respectively.
What this demonstrates is the importance of face-to-face communication in business. Without it, you’re missing over half your potential to cast an impression on your audience.
But as business becomes more global and travel costs continue to rise, it becomes challenging to put boots on the ground at every trade show, bring employees together for in-person training and conduct in-person company wide town hall meetings.
Introducing Vidyard Live
In speaking with a number of B2B marketing, sales and communications professionals we’ve found that live streaming has become a popular solution for sharing experiences with audiences like customers and employees, live as they happen.
Live streaming for business makes sense as consumer adoption of live streaming has seen unprecedented growth with new technologies like Periscope and Meerkat. In just 4 months, Periscope added 10 million new accounts. If you add up the total time people spend watching live content on iOS and Android through Periscope, 40 years of video is being consumed each and every day! But consumer live streaming solutions just aren’t suited to B2B businesses.
Businesses are embracing live streaming to engage with audiences when they can’t be there in person, but until now there hasn’t been a way to know who viewed a stream or for how long. With Vidyard Live, organizations can now see down to the individual viewer who watched, when they watched, and for how long. With this information, organizations can use live streaming as an integral part of their demand generation and internal communications initiatives.
Curious to understand which content during the live stream best engaged viewers? Vidyard Live tracks viewership second by second, showing attendance over the course of the event. By looking at when viewers joined and left it’s possible to understand which content resonated better. In the live stream visualized below, the period between 6 and 12 minutes saw the most users join, with a large portion of the audience staying engaged right until the very end.
Built on top of the Vidyard analytics platform, Vidyard Live tracks viewers down to the individual level. This means that it’s possible to track the viewing history of each viewer that participated in the live stream.
Vidyard Live also adds a viewer’s live stream engagement to their complete viewing history so an organization can see what other video content that individual has consumed.
These two things combined make for a powerful combination when thinking about live streaming as a tool for demand generation and internal communications programs.
By pushing this digital body language to a MAP or CRM, it becomes possible to target campaigns and nurture campaigns to audiences that consumed a specific amount of the live stream.
And for internal communications teams, they can now see which employees not only attended an internal training session or town hall but also which ones remained engaged right until the end (those tuning out early, beware!).
Vidyard Live can be used together with other features like pre- and post-video events including calls-to-action and forms. By including a form prior to the broadcast, or once it concludes, a live stream can be used to generate new leads (with all the video viewing engagement goodness attached). Lots of flexibility exists in developing these forms, too. Drop in a form from Marketo, Eloqua or your favourite marketing automation platform, or create one with Vidyard’s event builder.
Built for modern B2B marketing, sales and internal communications
Beyond the tools for tracking, converting and measuring live stream viewers, Vidyard Live has been built for modern B2B marketing, sales and communications teams. In doing so we have solved a number of the challenges customers have with existing live streaming products.
In building Vidyard Live, we aimed to make it easy to set up and host live streams in just a few steps – without a cumbersome check-list of technical steps requiring a lot of IT’s time. Vidyard Live streams can also be started without any advance scheduling. No need to book your live stream weeks in advance with your live streaming provider.
Another challenge we heard from customers was the complexity of turning a live stream recording into an on-demand asset that could live online. Solutions that relied on someone encoding and posting this video to the web leave audiences who missed the live stream waiting hours or maybe days before being able to view. Vidyard Live solves this problem too. Live broadcasts are automatically saved as on-demand videos that are immediately re-watchable as soon as the live stream ends.
This is all in addition to the detailed analytics on who watched the live stream and how long each watch.
We’re thrilled to extend the potential of live streaming beyond traditional one-way broadcasting to allow deeper engagement with customers, prospects and employees.
Learn more about Vidyard Live at https://www.vidyard.com/live/ and tell us how you would use live streaming below.
Jeff is the former Director of Product Marketing at Vidyard. He has a passion for helping companies tell great stories – especially through the use of video! Jeff also loves a great cup of coffee, working with small businesses on marketing strategy and can be often seen around Waterloo with his dog, Carmen.