1. Introduction to Live Streaming
With Facebook Live, you can live stream service directly to your Facebook fans and interact with them in real time. You can also determine who gets to see your live stream and react to feedback as you go along. This is a useful feature for businesses that want to reveal new products or enlist feedback for a product design, as you can get immediate feedback and address concerns immediately. Furthermore, Facebook Live automatically saves a video copy of the live stream to your timeline, and you can edit it after the broadcast is over. This means you have more content to engage users with after your live stream is over.
A recent report indicates that the number of live streaming service Singapore viewers globally is increasing. In 2016, the global live streaming market is expected to reach 81.12 million, a 27-fold increase from 2015. If you’re a business owner, you should pay attention to live streaming. Singaporean businesses can make use of Facebook Live, YouTube, and Periscope to connect with a wider audience. Through live streaming, you can interact with your audience in a more authentic manner and appeal to a younger and more tech-savvy set of consumers.
1.1. Definition and Importance
The authentic nature of a perfectly-executed professional live stream can help achieve higher interaction, making the video clips of Facebook and YouTube all the more immediate. During a function’s highlight video, the audience will get to witness exactly what it is like instead of just viewing after-movie screenshots captured five seconds in the past. After all, live streaming removes the lags and latencies present in existing visual content. By being accessible and inclusive, live streaming insists true 2-way real-time conversation. The audience’s active comments can enact immediate response and positive effects. With rapid responses being made to negatively toned comments, they can be switched into inactivity as the argument is refuted. When live streaming with a corporate purpose, they help broadcast key information. Aside from helping a wide target audience to understand your objectives, they can also help execute a constructive direction for dialogue. An alert creator handling the increased live traffic realizes profitable synergy and helps turn active viewers into complimentary assistants who present the brand in a desirable light.
Live video streaming refers to broadcasting real-time live video footage using the internet. When streamed via the company’s website, users can also take part in a live chat and talk with the presenter and fellow viewers. When well-executed, live streaming can convey key information effectively, amassing positive conversations and criticism in agreement. So, what needs to be considered when using live streaming as a corporate tool? Unlike photographs or animated images, live streaming captures actuality. Watching real-time video gives the audience an authentic in-circumstance experience, lifting visual content to the highest level. The need for authentic content catering to today’s consumer preference is ever-increasing. Instead of reading product reviews, a consumer would rather observe an existing user streaming a video with a live demonstration of unboxing it. Sure, a commercial goal may still be obvious, but since advertising has transitioned to become subtler and more engaging, the ease of communication becomes significantly better.
1.2. Trends in Live Streaming
Furthermore, the COVID-19 pandemic resulted in a rise in the use of video calls for work and celebrations. This, in turn, led to the increased popularity of the short video app TikTok. Live streaming is one of the monetization strategies employed by short video platforms. For example, TikTok introduced a “Live Gifts” feature which allows viewers to send gifts to streamers during live streams. The streamers can then cash out the gifts into real money. As a result, the app broke records during the COVID-19 pandemic. The sudden spike in TikTok’s user base was added on by lockdown measures initiated in various countries. The coronavirus outbreak led many to use the app as a medium to keep themselves entertained, become influencers, or earn money from live streaming.
In 2020, the COVID-19 pandemic changed life as we knew it. It also changed how much time was spent online. Being stuck at home led many to turn to e-commerce for shopping and video conference platforms to work and socialize. With the massive surge in online activities, live streaming underwent an explosion in popularity. Users started and joined live streams to buy and sell products, give and watch performances, and learn. According to a joint report by Twitch and StreamElements, during the period from March to May 2020, more live stream content was created than all of 2019 combined. The Singaporean government also observed that COVID-19 has accelerated the digitalization of businesses. It has become increasingly important now for businesses to adopt an online presence and e-commerce strategy. Since online interactions are becoming a habit, businesses could also now use live streaming to engage customers.
2. Choosing the Right Live Stream Service
At first glance, it might sound a bit ridiculous, but with more and more live streaming services coming in from the West, it’s always wise to consider a service that’s closer to home. A service provider that’s got its servers in-country might just make live streaming a breeze (of course, this assumes that its servers are able to handle stress well). Choose a live streaming service that delivers reliable results, and make sure that your customers are also able to easily access your live stream from their devices. Businesses can also increase the default bandwidth of the live stream, allowing customers to enjoy a clearer, crisper picture. Do a few dry runs with your live streaming service before the actual event so that you’re able to get used to the technology flow and its user interfaces. Specific hardware is not required to live stream for a lot of popular services, although businesses might want to consider the bandwidth that the venue has as well as a service’s ability to work with this.
2.1. Key Features to Look For
Ease of use and pricing: Uptime guarantees for your streaming event or commercial are a must-know before signing up. Verify how “user-friendly” sites actually are and what exact features are available on the free version of their live streaming service. Verified secure payment channels are important for accessing help and support, especially in Asia. These are not the only features that matter; ease of use and pricing take center stage because starting small with free versions and upgrading will still be a business decision; encouraging freebies and trials among your clients, even if you are establishing a name in the industry, is another matter.
Reach and security: Make sure your content reaches as many viewers across different platforms and devices. For business needs, security can sometimes be layered and tricky, so put your solution to the test.
Streaming quality: The video quality, the video player, and the hosting process need to be flawless and high in quality. Some websites will allow for free hosting, but check if these are reliable and suitable for enterprise uses. Check for the site’s template; is it customizable? Will your videos have a watermark? What kind of analytics do they provide?
Not all live streaming services offer the same features. Additionally, some businesses require tools and functions that closely align with more niche operations. The features that we would recommend that you scrutinize the most as part of your attempt to select a live streaming solution include the following:
Streaming tips for Singaporean businesses: Key features to look for
2.2. Comparison of Popular Platforms
The live streaming solutions which the popular platforms offer have capabilities that serve the different business needs, which will be illustrated later in this chapter. However, it is important to acknowledge the potential barriers and challenges of live streaming on these popular platforms, as these are important considerations prior to investing time, money, and effort in using live streaming services.
For Facebook, businesses use Facebook Live to “go live”. Live streams can be done from smartphones via the Facebook app, but the publication of a live stream is limited to an hour. This is similar for Instagram, where Instagram Live allows businesses to broadcast live streaming using their mobile app. On the other hand, for YouTube, live streaming is available only if businesses have a verified account and have no live stream restrictions in the past 90 days. This can be done in the YouTube app on smartphones, computers, and tablets. Interestingly, YouTube Live is seen to have a relatively easy workflow, thus making it an option for many businesses to consider, implement, and engage in livestreaming.
3. Best Practices for Live Streaming in Singapore
How to launch your live video and best practices. When it comes time to record and broadcast your video, you want a fantastic quality final product. Singapore video production houses can offer services that include script work, filming, and live broadcasting based on your unique business needs. You’ll also need to consider a few technical guidelines. A few general best practices for you to keep in mind include prioritizing real interaction with your audience, creating high-quality content, and being transparent. The sky’s the limit, so if it reflects you and your brand, it’s sure to stand out in the crowd.
Live streaming allows you to connect with clients from any location, making it a powerhouse platform in terms of sheer reach. It has a more personal, spontaneous feel, making viewers feel seen and heard in real time. And best of all, live streaming is no longer as out of reach as it was in the past when a business needed a complex tech setup and a team of their own.
Whether your business is located in Singapore or you’re trying to reach more Singaporean consumers, live streaming is a fantastic way to do so. As with any marketing platform, the best results come from developing and maintaining a solid strategy. For tips on broadcasting in Singapore, turn to the source and consult a video production house in Singapore.
3.1. Understanding Your Audience
Understanding your audience encompasses studying their behavior on your live streams as well as within your products and services, doing research on their expectations and preferences, as well as creating viewer avatars that represent key subgroups within your overall audience. In time, you’ll come to understand your viewers to a point where you’re able to predict their wants and needs, making and modifying live streams that people will reliably tune in to.
You know that doing live streaming is an exciting way to interact with your customers and reach people. However, failing to understand who your audience is can also result in lukewarm results, as you’re not able to capture their attention or interest them in what you have to say. As such, it’s crucial to understand your audience and why they tune in to your live streams. The better you understand your current and potential viewers, the better you can meet their expectations and win their loyalty.
3.2. Engagement Strategies
Tip 2: Be confident Confidence is attractive because it makes others feel good about trusting you. Whether you are a budding entrepreneur or a seasoned professional, you have to act as if you are already successful – being timid and hesitant won’t cut it. During your live streaming sessions, sit up straight and maintain good posture, which gives off a more confident image. Your body language must reflect this self-assurance, so maintain comfortable, relaxed but purposeful eye contact to build trust with your audience. This means subtly mending the energy of your gaze to mimic a brief dip of the head while addressing a person in the crowd if you need to speak directly to a specific member of your live audience. If you are seated, sit with your shoulders back and your arms relaxed at your sides. If you plan on standing or walking around, you should be mindful of your hand gestures, as this can be distracting and may come off as nervous if done excessively.
Tip 1: Appear confident and professional If you want to command the respect of your audience and have them buy from you, you have to look the part. Appearances matter even in the virtual world. Professional attire can help you build credibility with potential customers, so dress accordingly. If you are partial to casual wear, go for a business casual look that incorporates classic, well-tailored items. Women could exude confidence in blazers and stylish, feminine blouses or tops, while men look professional and in control in pressed pants and Belgian loafers. If you are afraid that simple makeup will look heavy and unnatural under the bright lights, use a moisturizer or foundation packed with light-reflecting particles, or dust shimmer powder on the top of your cheekbones to create definition, and visibly lift your complexion.
4. Case Studies of Successful Singaporean Businesses
In terms of fashion, Charles & Keith, a global fashion brand that embraces a modern feminine aesthetic, has organized a live fashion show and annual change of season show to showcase the latest products while attracting families viewing and spending, thus creating a win-win situation. Charles & Keith has a huge advantage because it uses influencers and key opinion leaders (KOL) to carry out the campaign. Live streaming is the best way to interact and drive sales for both Lenovo and Charles & Keith, but it requires some effort and attention to achieve such results. First of all, they focus on the content of the live broadcast instead of just displaying the product. Start with sporadic activities and show performances in the live broadcast to attract customers. Second, at the end of the show, the customer just made a purchase, and the actual return rate was reduced. Furthermore, a simple way to bring e-commerce to the offline store is through live streaming.
In recent years, we have seen examples of forward-thinking Singaporean companies embarking on live-streaming, and in turn, these have become case studies of successful companies in our quest to gain a stronghold in the e-commerce market. Well-known brands such as Lenovo and Charles & Keith have joined in Singapore’s flourishing live-streaming scene in recent years. From sporting events to themed concerts and intimate shows, Lenovo has managed to diversify the e-commerce space and create impressive live shows that feature best-in-class host Koty Jin and other popular hosts who have created special content that keeps the audience constantly engaged. Lenovo has managed to move away from the traditional item showcase by incorporating musical performances into its live stream to retain viewers’ short span of attention.
4.1. Company A: Strategies and Results
Reviews and ratings have become more important than ever. Viewers continue to expect customer reviews when making purchases online. To maintain high work quality, Company A selected more approvable live streamers to collaborate. The company also built a relationship with viewers through communication, making viewers one of the live streamers. On top of building a relationship with the live streamers, the company also asks viewers to share the products. When products are passed to the live streamer to hold, it convinces the viewers of the brand’s influence and authenticity.
When live streaming, Company A suggests featuring many products, despite older advice recommending a small range. The wide selection of products gives customers more choices. Company A’s strategy was to line up all the products on the table behind the host. However, Company A also suggested not showing everything that will be on every live stream, keeping some new products up their sleeves.
One of Company A’s top live streaming strategies is frequency. Before the circuit breaker, they were holding live streams around twice a week. When the pandemic hit, the company increased the frequency to three to four live streams a day. During the circuit breaker, the increment in live stream frequency helped their viewers who were looking for entertainment and something to pass the time at home. It was also a replacement for rural markets that have lost out on foot traffic.
4.2. Company B: Implementation Tips
- Ensure decent sound, visual is less important indeed. 2. Get microphone close to speaker. 3. Smartphone’s camera > Laptop camera. 4. Test it out with the private function and move around with it. 5. Use a tripod or have your phone at eye-level. 6. Normal 3G connection should work just fine. 7. Use the front camera (mirror effect). 8. If 1 person, see no problem. 9. Do a session on Importance, Curriculum, Demonstration, Q&A for clients and/or Tech Review whole flow. 10. Do it in a quiet room at the attip go forward a presentation online evening, reduce that noise. 11. Walk through different scenarios and that will allow them to see & understand the tools. 12. Not a big deal actually, we just need one person to manage the whole stream. 13. I don’t want to make too much fuss about it. This is for you B2B, about the content. Video/audio as tools, not films – hired the cameraman. 14. Neal just select which speaker he wishes to see to see what I show here. 15. If you’re set, launch. 16. Keep it accessible to users of all types – can use it in audio format or delay it if it is a written version. You are the origin of this concept. Not to completely transform the concept revealed weeks ago.
5. Conclusion and Future Trends
With the need for digital content amplifying due to the numerous live streaming options available to businesses, Singaporean businesses are on the verge of a burgeoning revolution expanding in this arena. Ensuring high quality and relevant content is a valuable offering of live videos to keep the audience engaged. Production to post-production strategies extend this process with continuous development that is crucial. Audience engagement and live interaction provide real-time responses and improvements that socially engage both the business and audience to keep the content sharing exciting. Therefore, having real-time, personalized content during live streaming delivers passion and potential. With on-demand video streaming content that reduces digital space and serves client and customer needs, the correlation in realization and mechanism of achieving on-demand digital content could be an advertising win-win on a massive scale.
