Video: How to Use Live Content to Push Viewers to Other Platforms
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克劳迪娅Barbiero: That sort of synergy of going from live back to VOD, how are you guys using some of that live content maybe to drive people to different platforms, or is that even part of your strategy? 你知道, finding that audience in these different places? They want to watch things differently, but you have all this great stuff from your Facebook Live. Can you actually reuse that across different platforms, and how?
达斯汀·巴特勒: We actually are designing our content for that. 我们有一个推奇节目, and I'm consciously trying to think about how to segment it so it still feels organic, but can be cut down into a shorter type of VOD format for Facebook, 因为 that's probably going to be the better way to consume it on Facebook. We're doing the same thing with Facebook. We're doing it live and then doing a clean recorded program, and then doing a cut down on that and re-uploading as a VOD, or we're taking it elsewhere and using it like on Twitch with a longer lead time, 或者离线.
So, we try to go up in a four-hour block or so, and there are some times where we have to change the set and it's a 30-minute downtime. Sometimes we do a behind-the-scenes camera, other times we'll just throw in some of this other content that we've done. So, we're constantly trying to think about and design our content so that it can be repurposed and reused over and over, trying to get the most out of it.
Another thing that we think about is also how it's going to be packaged. For our Facebook Lives, we saw a dramatic increase in engagement when we put a top title bar up. 看起来不太好, 但功能, in terms of someone swiping over a screen, no one will read the title of the post, but they'll see this graphic at the top of the video that says something that's usually like a really strong call to action, 我们会用到它. Also, packaging is really important, thinking about it from a platform standpoint.
大卫·康普顿: 我知道对我们来说, 尤其是Twitch, 我们差不多, we have a three-minute kind of sizzle reel that we immediately throw up after a live broadcast, 因为, 对于那些不熟悉的人, Twitch will basically put up whatever you just aired, 它会在那里, and that'll be on your channel until you air something else. 生活是伟大的, we definitely want people to watch live, but we also want to be able to go clean it up, and I'd rather people watch the clean version. Then sometimes there are things we want to take out. 你知道, we have a couple incidences of that where we wanted something completely out of the stream, so we cut it and we just rebroadcasted it there after it was already posted.
但, 你知道, 至于你的观点, thinking about how you can use your content to tease people to go where you want them to go, whether it's your YouTube page, whether it's your Facebook Live page, 想想那30秒, one-minute chunks that you can send out as teasers, 因为 those actually usually end up getting more views than the actual thing itself. 但, 你知道, if you brand it right, then they'll get to where you want them to go.
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