Hello. We are Motion Visual Japan Inc. It's hard to believe, but we've already entered the third week of 2022. Time flies when you're having fun, and we hope this year will be a good one for all of us.
Now, how did you all spend New Year's Eve this year? There were many programs on New Year's Eve, weren't there? From the Kohaku Uta Gassen to martial arts programs, a wide variety of shows were broadcast. In particular, it seems like there are a lot of live programs on New Year's Eve. Live broadcasts, with their immediacy and interactivity, are likely in high demand from companies, especially during the COVID-19 pandemic. Today's blog theme is 'How Companies Should Utilize Live Streaming,' a topic seeing increased demand in corporate public relations strategies.
Live streaming is a tool utilized not only by individuals but also by companies. In fact, we sometimes receive inquiries from clients saying, 'We definitely want to live stream our company-wide general meeting!' We've previously discussed in past blog posts that there are actually many hurdles to overcome when conducting live streams, making them difficult to undertake lightly, and above all, they are far more demanding than clients might imagine. This time, we will focus on 'how to utilize live streaming.'
First, let's consider why live streaming is currently in such high demand. The background to this is the significant change in the relationship between people and media brought about by the COVID-19 pandemic.
As of 2019, the internet usage rate among Japanese citizens remained at a high level of 89.8%. Opportunities to use smartphones and personal computers have increased, and the internet is now used by a wide range of age groups. While 'sending and receiving emails' accounts for a high percentage of internet usage across all age groups, there are significant differences in the use of video posting/sharing sites and online games depending on the age group. SNS usage rates are high across all age groups. There are various SNS platforms such as Facebook, Instagram, and Twitter, and live streaming is particularly easy to do on Instagram.
Clubhouse, launched by a US-based venture, is likely an example of this. The emergence of such tools has made it easier to connect with people, information, and things that were previously inaccessible. Humans are inherently very sensitive to information with "simultaneity and immediacy = live feeling," and over 90% of the highest-rated TV programs of all time are live broadcasts. Even now, many topics such as sports and natural disasters like typhoons require a "live" format. Therefore, it is somewhat inevitable that the demand for "live" experiences, such as "wanting to hold a company-wide meeting live," will increase. Furthermore, the ability to engage in interactive communication, made possible by the widespread availability of various network environments, is another unique appeal of live experiences. In live streaming, which can sometimes devolve into a one-sided shower of information, interactive exchange is an indispensable element.
However, live streaming comes with its challenges. You need to know effective ways to utilize it and manage its operation.
[Basic Direction for Live Streaming]
When utilizing live streaming, it is best to focus on cases that fall into the following categories. Live streaming is inherently demanding, so it is advisable to focus your efforts and use it for those "critical" moments.
・Use it when you want to convey something that is difficult to express with words alone, and communicate the appeal of your product to a wider range of customers.
・Use it in situations that require realism and two-way communication.
Specifically, it seems applicable in the following situations.
・Product campaigns
・Developing sales channels for existing products
・Company-wide general meetings
・Company information sessions for recruitment
Now, let's look at some actual use cases.
[Measures Against Sales Decline During the COVID-19 Pandemic]
A yakiniku restaurant chain with stores nationwide started offering takeout to overcome the decline in sales due to self-restraint during the COVID-19 pandemic. Customers can enjoy grilled Japanese beef while talking with store staff via ZOOM and learning about the meat. To do this, customers register for free on the e-commerce site and, upon purchase, receive an invitation email for an online ZOOM chat. They simply choose a date and time, and join when it's time. 50% of customers use the service again.
(Source: https://fujiplus.jp/idea4u/2021/02/1703.html)
Having someone explain the dishes like this is just like the service at a high-end restaurant, but you can experience it from the comfort of your own home. It seems likely to foster a sense of familiarity and create repeat customers.
■Online Recruitment Interviews
As a company, the best place to fully leverage the aspects of interactivity and real-time reporting is undoubtedly in recruitment interviews. In fact, online information sessions using Zoom and similar tools are held quite frequently at job fairs like those at Hello Work. SoftBank Group's Chairman and CEO Masayoshi Son's broadcasts addressing young people are famous, aren't they?
Online interviews and information sessions are very popular among job seekers who previously had to spend a lot on travel expenses to attend recruitment interviews in distant locations. While this can be considered a byproduct of the coronavirus pandemic, this trend is likely to continue for the time being.
On the other hand, live online information sessions have their drawbacks. Since students and job seekers cannot directly visit the company and speak with representatives, there is a possibility of mismatches and early turnover. When companies conduct live information sessions or interviews, they need to be fully aware of these disadvantages and proceed cautiously with content creation.
How was this? This time, we delivered content on the theme of "How Companies Should Utilize Live Streaming," which is gradually becoming integrated into our lives. Certainly, live streaming is demanding for us, and it places an even greater burden on you, our clients. However, if you understand how to utilize it, it can become the best content to convey your company's message. We hope you will consider implementing live streaming, using this blog post as a reference. If you need assistance, please feel free to contact us.
[Also Recommended!]
[2022] What You Need to Know About Corporate Videos to Make a Difference!
https://motionvisualjapan.com/corporate-video-tips-2022/
There's a reason why companies aren't advancing their DX
https://motionvisualjapan.com/why-digital-transformation-stalls/
You won't survive post-corona without knowing this! Video utilization and Digital Transformation (DX)
https://motionvisualjapan.com/post-pandemic-video-strategy/
Post-Corona Corporate Strategy! Utilizing Video to Promote Digital Transformation (DX)
https://motionvisualjapan.com/video-for-digital-transformation/
There are no comments on this post.