Recently a friend told me about Facebook Live and shook his head: Writing content is going to die, he said. We’ll all be communicating via video. I don’t know about all that. But I do know that livestream and live video is here to stay, and as a tool for talent, they’re another level of revolution. But rather than waste any words here (how old school) I’ll get straight to the point.
Here are my 6 reasons to livestream and live video for your personal or employer brand:
- More authentic. This is general, but we know that in business and marketing, there’s a truth problem. And in this talent-driven job market, employers have to market themselves to candidates, active or passive. But you have to do it without smacking of old-fashioned intentionalism: seaming it, sans script, into a sense of participation and experience. That’s where livestreaming comes in. It’s not static. It reads as real.
- Better than robots. Robots, even are getting more human, as AI gets better at programming strings of behavioral patterns and starts freaking us all out. Which means that we need to be even more human than ever: warts and all. Flaws, it’s been said, are what will ultimately to distinguish us from — them. Again, the glory of livestream, where saying “I don’t know”in real time actually gives people more authority, because your audience will believe it when you say what you doknow.
- Expected Access. Livestreaming brings everyone together in real time and in a real way. Increasingly, the way we perceive something is really happeningis to actually see it happen it, or at least watch it in replay. We expect to have access to important events and important people. So staying off live video is denying access in a social media culture that increasingly assumes that if it matters, it’ll be livestreamed. If you’re not livestreaming it, it can’t really be that critical
- It’s engaging. The livestream app Periscope had some 10 million users at last count,and a portion of that are savvy businesses working to humanize their brand. When businesses use Periscope to take people behind the scenes before a product launch, or inside meetings to let them into the process, the live commenting and social aspects that can happen concurrently add an instant level of engagement.
- Breaking the wall. Before the rise of these livestream apps, also including Meerkat, Facebook Live, Snapchat and others, there was a physical and social wall between brands and their audiences. Every communication innovation has broken a barrier between people. But the way livestream enmeshes social and real time, conversations and presentations, and brings everyone into the room, means that the final wall has been broken. And this we do know: once a wall is down, as we know, there’s no putting it back up.
- Great for candidate experiences. What brings candidates to your company? It’s a powerful, compelling, authentic employer brand. It’s a clear story that everyone aligns with in the company. How do you show that? Livestreaming and live video are an incredibly powerful way to bring a candidate inside the very workings of their prospective employer, show the perks and structure and systems without having to describe them, and also, spark that leap of faith that spurs the application. Onscreen immediacy sparks a far closer and immediate connection than having to process written and spoken information. It becomes a multidimensional experience, which is far stronger an impression.
Livestreaming may seem dangerous: a no-filtered, unpackaged, come-what-may approach to presentation. It’s not. What’s dangerous is discounting it. And there’s going to be more and more guidance on best practices, I promise, including tools to best adhere to the mantra of livestream’s three golden words: Under one minute. What livestream is doing is changing the very fabric of how we perceive, and it’s going to transform how we work. Another gizmo? Nope. You don’t want to be left behind on this one.
This post originally appeared on Forbes.