Webcasting: trends and checklist

It is important to find a suitable partner to guarantee a perfect production, taking care of every detail, from pre-production, staging, post-production,

Juan Pablo Morales Sarmiento *

Digital video technology has continued its accelerated progress offering increasingly robust alternatives, higher performance and reliability.

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Such are the cases of proposals such as Applicaster, which offers a whole range of possibilities for a publisher to distribute and monetize its contents with its audiences through the creativity offered by mobile technological development; or Edgeware and Phenix, which have oriented their development to the elimination of latency, making livestream a closer experience every time to real time.

In the same way audiences have evolved, seeking more engagement in the content they consume and more creativity of the publishers when communicating. This undoubtedly becomes a challenge that begins in preproduction, for all those who offer sports, courses or academic conferences live on the Internet.

Preproducing with creativity
The secret of a live experience on the Internet also begins with preproduction, as well as the delicate follow-up of a checklist of activities that guarantee three basic things: an adequate audience, a perfect production and consistency in continuity.

For this, the starting point in a preproduction must also include, outside the writing of the logline and the objective of the event, the marketing and communication strategies that guarantee that the target audience will be connected to the experience.

Depending on your objectives, the characteristics of your followers and the impact you seek to have, you will also have to choose the right medium, whether through a private platform, Facebook Live or YouTube, among others.

The preproduction must also include strategies to engage its users, especially in a universe where they are just a click away from distracting with contents, with security, more entertaining.

The use of mechanisms of interaction with users for the exchange of information can be an alternative way to maintain their attention. The invitation to make live comments or the realization of contests, raffles or surveys, are appropriate alternatives.

For this there are also simple tools, such as the chat of the platforms themselves, as well as the possibility of using synchronized interactive players that allow the exchange of information within the video experience itself.

Any marketing mechanism, whether digital or not, that helps the promotion of the webcast, must be planned in advance in order to guarantee maximum audience and impact results.

In some cases, certain content may be of public interest, so that local media can become a wonderful ally to publish your player. Therefore, maintaining public relations practices with publishers, bloggers and influencers can be highly recommended.

It is important to find a suitable partner to guarantee a perfect production, that takes care of every detail, from the pre-production, the staging, the post-production, as well as the mechanisms after each event that seek to strengthen the impact and continue to increase the audience.

The use of platforms that have DVR and that also leave video on demand immediately, allow the impact of communication to be continuous and that the event does not end its impact in real time.

Every decision made in preproduction is final to achieve its objectives. Only in this way will it guarantee a coherent and effective long-term strategy.

* Juan Pablo Morales Sarmiento is the CEO of Nuevos Medios Entertainment. You can contact him through his Twitter account @JuanPMoralesS

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