Live video in content and social media marketing. Case: *ship Startup Festival
Nguyen, Long (2020)
Nguyen, Long
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020100220898
https://urn.fi/URN:NBN:fi:amk-2020100220898
Tiivistelmä
The popularity of live video usage has increased recently. This type of content enables community formation, engagement, social interaction, authenticity, transparency and a source of entertainment. Social media platforms have been integrating this new feature to entertain and encourage online interaction between users. Similar to other content kinds, live video demands a strategic plan of action to generate optimal outcomes in content and social media marketing. Therefore, the objective of this research was to explore what live video is in the context of content and social media marketing.
Qualitative methods were used to gain in-depth knowledge of the research topic. They support researchers to answer the "what" and "how" questions and focus on texts, words and meanings rather than numerical data. Since the purpose of this research is explorative, the qualitative approach is relevant to the research questions and objectives. Two digital semi-structured interviews with two board members of the *ship Startup Festival were conducted to gain access to thoughts from the organisational point of views. Notably, the self-involvement of the author in the live video production process has tremendously contributed to the recommendations for the organisation.
The study suggested a general understanding of live video in content and social media marketing, consisting of the definition, platforms, content formats, usage, benefits, and production process. Live video benefits brands with their characteristics such as real-time events, authenticity, social interaction, audience engagement, community formation, entertainment, expansion of audience base, and an extension of video content. A strategic process is indispensable to operate smooth and efficient live video production. The three- phase procedure involves before, during and after a live video. Each component in these stages must be thoroughly studied to gain optimal outcomes.
Qualitative methods were used to gain in-depth knowledge of the research topic. They support researchers to answer the "what" and "how" questions and focus on texts, words and meanings rather than numerical data. Since the purpose of this research is explorative, the qualitative approach is relevant to the research questions and objectives. Two digital semi-structured interviews with two board members of the *ship Startup Festival were conducted to gain access to thoughts from the organisational point of views. Notably, the self-involvement of the author in the live video production process has tremendously contributed to the recommendations for the organisation.
The study suggested a general understanding of live video in content and social media marketing, consisting of the definition, platforms, content formats, usage, benefits, and production process. Live video benefits brands with their characteristics such as real-time events, authenticity, social interaction, audience engagement, community formation, entertainment, expansion of audience base, and an extension of video content. A strategic process is indispensable to operate smooth and efficient live video production. The three- phase procedure involves before, during and after a live video. Each component in these stages must be thoroughly studied to gain optimal outcomes.