“The standardized measurement for how businesses should be evaluating content is the larger question within the industry.”

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The live video platform has been exploding in recent years, with some even calling 2016 the “Year of Facebook Live.” Companies worldwide are adapting the idea of boosting engagement through creative and exciting content via live platforms, such as Snapchat, Instagram Stories, and Facebook Live. But what drives higher engagement, and how do businesses measure success rates, beyond view count? Our guests this week join us to discuss the evolution of Live video, and where it’s headed in the years to come. Joining us this week are:

• Ivana Kirkbride, Chief Content Officer for Go90, a Verizon company.
• Allison Stern, Co-founder and Chief Marketing Officer for Tubular Labs.
• Matt Levin, Co-founder and CEO of Donut Media.
• Rhoades Rader, Head of Content Studios at Mitu, a Verizon Ventures portfolio company.
• Allen DeBevoise, Managing Partner of Third Wave Ventures.  

“The difference between live and on-demand video, is that live video is similar to traditional TV, and we’re familiar with the concept.”

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Highlights

• The average successful Facebook Live video is around 18 minutes, and is twice as engaging as a normal Facebook video.
• Allison: The way we’re looking at measurement in video is an interesting sector to explore.
• Allen: Companies building branding right now see these type of companies and platforms (Snapchat, Instagram Story, Facebook Live, etc.) as an opportunity to build engagement through live content.
• Allen: Unlike TV, which is all on the same signal, the content is different and the timing is different on live, requiring different skill sets
• Matt: Live videos cause us all to be more creative to create high engagement type content.
• Allison: measurement is a real question in the industry right now--everyone is looking for a standardized form of measurement.
• Views are the current metric people use to measure their content on, but as we start to move towards types of videos and types of platforms, time watched is going to become the unifying metric.
• The difference between live and on-demand video, is the advantage live has being similar to TV as we know it, in concurrent viewers.
• The notion of views is limited in relation to the number of engaged views.
• High engagement is favored more than shares in some ways.
• Males are shown to share less than females do.
• The standardized measurement for how businesses should be evaluating content is the larger question within the industry.
• The Advertising agencies are invested in the way they’ve been doing business, which, in turn, makes some of them careless to real data.

“Being live teaches us to be more creative with our content, in order to create high engagement.”

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Resources

Go90 https://www.go90.com/

Donut Media http://www.donut.media/

Tubular Labs: https://tubularlabs.com/

Mitu Studios: https://www.wearemitu.com/

Third Wave Ventures: http://thirdwavedigital.vc/

Matthew Levin: https://www.linkedin.com/in/matthew-levin-7205033b

Ivana Kirkbride: https://www.linkedin.com/in/ivanakirkbride

Allison Stern: https://www.linkedin.com/in/allisonjstern

Rhoades Rader: https://www.linkedin.com/in/rhoadesrader