Yes and no, live video has a patchy past on the internet. It was started a few years back and gained a lot of popularity, it also saw the rise of websites like Justin.TV but with very little mainstream attention these websites were either disbanded pretty quickly, or purchased by bigger companies
Twitch has been the biggest survivor of all of this, it niched itself early enough in the game to grab a pretty enthusiastic and loyal userbase. Gamers now use it as the go-to for all of their streaming needs.
In order to measure the success of a live video, with any medium of Marketing, you need to set your parameters and your goals. What is the aim of your stream and how will you know you have accomplished that? Are you hunting for a certain viewer threshold? Maybe. Perhaps you are looking to get to more people, or maybe grab some extra website hits? If you’re lucky you might want to get a purchase or two from it.
Never go into a live video without your plan, anything can and will happen when you are live. Plan for and expect the worst, and try not to go into a live video on a “whim” or without any decent content. If you start rambling then your audience will get bored and leave you pretty sharpish.
Give yourself more content than you do time, it’s okay if you don’t reach the end of it all. You can skip bits or even alter bits to fit into what you are doing, it’s never good if you run out of content halfway through your stream.
Live video is only good when you get audience participation, don’t let your ego or your voice become the main focus of the stream. Talking to real people and socialising is the best tact, ask questions, say hello to people and make them feel welcome.
If you aren’t getting any questions, have some stock ones ready and waiting in the wings should you need them and never answer with a yes or no. Always expand and explain, leave it open for debate.
Always have people on hand to work your audience, chat to people if you can’t talk immediately and make sure everyone is playing nice in the comment section. The internet can become a warzone pretty quickly if you aren’t careful with it.
It’s always good to have someone read the questions to you off-camera, so you aren’t constantly scrolling through the chat to see what is happening and who is trying to ask you things. Usually, when I’ve worked on live events in the past I have 2 or 3 people in the room – one to host, one to manage and one to help and back up either as needed.
Also, work in a community of other like-minded live video creators . Bringing together several smaller communities gives them more chance of survival.
My advice would be this: understand what you are getting yourself in for and expect no one to turn up. It’ll happen, working on Glasgow Blogs I worked out that for the first few runs it’s likely you’ll get barely anyone. But keep going and it’ll grow in popularity.
But don’t jump on it to be in with the trend, it might not suit your customers or your brand/products and always think twice about it. Never just jump straight in.