Some people are wary of live video streaming because there is so much content that it can be hard to find content that matters. When you log onto Periscope, for example, there are people live streaming while playing with their pets, out dancing at a club, or just ‘hanging out’ with their pets because they are bored.

There were always be a mountain of uninteresting content to sift through each time a new media platform is adopted by the masses. The difference between a bland user vs. an entrepreneur or brand using live streaming is that there will always be a goal. Entrepreneurs and big brands know that time awareness and goal awareness go hand-in-hand — so while there is room for improvisation on live streaming — it is still of paramount importance to define the content marketing goal each time you hit the “broadcast” button.

We’re in the infancy stage of live streaming technology being available at our fingertips, so discovery features will surely keep improving.

Facebook rolled out a Live Video global map in 2016 that shows every live stream on their platform. But, it still remains tough to discover livestreams unless you are already a fan or follower of a page or person.

It’s surprising that Youtube still hasn’t rolled out a dedicated live stream app or integrated live stream technology into their existing app. Finding random live streams on YouTube is very difficult and their technology is only useful for those who have a large number of subscribers.

While there are loads of marketers cheerleading for the growth of live streaming, one important angle that hasn’t been discussed is the examination of how everyday people WANT to use these apps. Every social media platform worth its weight in gold has not started as a platform for business.

It’s easy to dismiss the abundance of ‘worthless’ live streams and wonder how anyone is going to have the patience to discover your stream. But, your target audience will find you. Surely the discovery tools on all the live stream platforms can use improvement but it shouldn’t prevent anyone from broadcasting.

Ultimately, people are inherently curious and want as much simulated interaction online as they can get. Humans are eager to experience something they have not yet experienced and to have that experience be a shared one. Hopping from one stream to the next may always be the norm. If we embrace live streaming as a platform for showing our authentic selves and provide a genuine personal experience that goes beyond facts and information — we can’t go wrong.

~Written by Sarah Fisher, Founder, Blue Lotus Films

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