The future is content. We are consuming massive amounts of content like never before. However, we are also creating content like never before.

Just think of it. Only 15 years ago phones were not smart – they were only phones, not recording devices. Blogs were not considered a relevant source of information and social media was just a fun and frivolous thing to do.

Today, these are valid, and even I dare say, lucrative activities, and the internet has become in many instances our primary source of information. Our phone is a powerful content creation tool, allowing us to record, film, edit and share our experiences.

One interesting and fairly new way of creating content is through live streaming.

One of the first introductions to online social live streaming was Meerkat, an app which was launched in February 2015. Meerkat gave individuals a chance to stream live and even sent a notification to all your Twitter followers that you were about to go live. It was the great star of the year 2015.

However, this success was short-lived when Twitter acquired another Live streaming app, Periscope, and then blocked Meerkat from accessing their social graph. This was a fatal blow, as the functionality of Meerkat app was essentially built on the ability to share through Twitter’s social graph and notify others that a live stream was taking place.

Periscope grew at a phenomenal rate. Everyone was on Periscope, maybe even you, and many early adopters grew large communities on the platform.

Facebook then joined the party with their own alternative — Facebook Live. Since then, live streaming has slowly become more prevalent. Facebook even paid some big content providers, for example Buzzfeed, millions to create content over Facebook Live in a push to promote its use. And it worked.

Currently one in every five videos on Facebook is live. And within a year, the daily watch time of a Facebook live video has doubled. Data suggests that Facebook live videos are watched up to three times longer than non-live videos, and users comment on live videos over 10 times more than pre-recorded videos.

Actual live streaming on a larger scale has been around for a while, though at times choppy and taking up large amounts of bandwidth. However, these new social live streaming platforms allow the everyday user to be able to stream content whenever, wherever and most importantly – live.

So how can this empower you or your business? Here are a few ideas on ways to use live streaming.

1. Use it as a way to launch a new product

2. Live stream a church service

3. Use live streaming to educate your audience on a particular topic

4. Live stream a concert. We live in a time when the potential online audience can surpass even the audience on location. Reggae Sumfest is an excellent example. Live streaming an event literally puts you on a global stage.

5. Live stream a discussion

6. Live stream a regular programme. Krystal Tomlinson does this with her 2017 On Purpose. These posts are done daily, at a set time. This way her followers have come to expect her posts and look forward to it. This is a great way to build a genuine and active following.

However, before live streaming there are a few things to consider.

Tips on Live Streaming

1. Prepare your message beforehand. Though going live, make sure to prepare, especially if you will be discussing a complex or detailed topic. Remember that this is live video. You don’t want to seem uncertain or unaware of the topic you are discussing.

2. Make sure to get familiar with the various settings and their uses. Do you know how to put a title to your video, what button is used to start and stop the broadcast?

3. Get familiar with and test your recording devices. Is the camera working properly? What about the audio? What is the best angle to turn your particular recording device? Are you going to need other tools – a tripod or an external camera?

4. If it is an event, consider using a tripod for steadier filming and a selfie stick for reaching unusual angles and getting more interesting shots.

5. Know what your goals are for the video. Depending on the social media platform, your video existence time will vary. On Snapchat, for instance, your video lasts for 24 hours. On Instagram Live, however, your video disappears immediately at the end of the live broadcast. Unfortunately, I have lost great video footage because I filmed on the wrong platform in the wrong setting. However, don’t worry; the good news is that most platforms allow the option to save live video after you’ve completed it if that’s what you need.

6. Consider your content. Remember, live streaming is LIVE. So be sure to monitor your content. Who is your audience? Are your content and subject sensitive and appropriate for the age group?

Live streamlining is an excellent new frontier of content creation. Businesses and brands should capitalise on all the possibilities it can provide. However, remember it’s not like traditional video, so make sure to prepare before going online live. Know your content, know your target audience, and be creative.