I am a storytelling and comedy nerd, a marketer, and a comic improviser. I know how important preparing and letting go is. In the same way software nerds rule technology development (I say this with admiration, as I am married to one!), the future of streaming video success belongs to leaders that embrace conversation, being human, and letting go.
That means being willing to experiment and improvise as needed. Brand control is an illusion. Brands that embrace preparation, trust, empower others, and then playfully ditch “the script” as needed will inherit the video streaming earth.
What streaming video does best is allow brands to drop the corporate veil, connect human-to-human, and allow users to participate in brand storytelling in ways that enrich the customer experience.
The Rise of the Improvisational, Adaptable Brand
So how are companies using streaming video today successfully? New ways to use streaming are popping up all the time. Here are a few of the most popular applications to date.
Q&As and conversations with your audience
Experian uses live video for chatting about credit, debt, student loans, and ways to manage and improve your scores, using the hashtag #creditchat.
Customer support and Q&As
AWeber has been holding office hours to answer user questions.
Special announcements and product introductions
Nissan streamed the launch of its 2016 Maxima at the New York auto show. Frito Lay’s Doritos used it in combination with other platforms to support t