Choose the Best Format for Your Video Content

(Written by guest contributor Chris Harper)

Live video broadcasts using Ustream and podcasts each have their pros and cons. I’ve had some experience with both, and I want to share with you what I see as the plusses and minuses of each. In the end, you can decide which method might be best suited for your needs.

LIVE BROADCASTS:

I would have to say that the number one benefit of a live broadcast is the ability to directly engage and interact with your viewers. With Ustream, viewers can log into the chat room associated with your broadcast, ask questions, and immediately get an answer from the show’s hosts. That instant gratification is a powerful tool and can help you build a loyal audience. Instead of just passively watching a show, audience members are invited to be a part of the show and can actually help dictate the show’s direction. The downfall of this comes when your show becomes so dependent on the audience that it stagnates when the viewers don’t participate. In other words, if your show is based on you answering questions and the audience doesn’t have any questions, then you aren’t going to have much to talk about.

The other great thing about live broadcasts is transparency. By going live, you are showing the audience what you are like unedited. It’s a trust building factor that is great for building a relationship with your viewers, who coincidentally, might also be your customers. It’s a double-edged sword, of course. If you show your true colors and your audience realizes that they don’t agree with your viewpoints, they might actually be less likely to buy from you. So as you’re trying to be transparent, you may want to also make an effort to not be polarizing – unless of course that’s the angle you’re going for.

PODCASTS:

What I like most about the podcast format is the ability to edit. By editing, you can have maximum control of the show. It gives you the chance to fix things and adds a level of quality control that you have to give up when broadcasting live. If a segment turns out bad or gets interrupted by some unforeseen problem, you don’t have to use it. With a live broadcast you don’t get a chance to retract or redo anything. Sure, you can limit your losses by deleting the archived file, but you can’t take it back from the memory of the live audience.

Another great thing about the podcast is availability. It puts the viewer in control of when they watch. Your audience isn’t just limited to the people who can watch when you’re on live, so you will likely get more eyes on your content than you might have otherwise. I should mention that you can save your broadcasts on Ustream for later viewing, but it can’t be put onto an iPod and watched on the go.

When trying to choose which format is better for you, it’s important to consider the following:

Subject Matter:

If you want to produce a show that deals with current events, then you should either do a live broadcast or plan to release your podcasts very regularly. If your material is time sensitive, it won’t be relevant if you wait days or weeks to share it with your audience. If your content has a long shelf life, then you can go either direction.

Audience:

When considering your audience, put yourself in their shoes and figure out how they are most likely to see your video. For instance, we produced Joel Comm Live! around the lunch hour so that our viewers could take the time to watch without feeling like they were cutting into their work day. The trick of producing a live broadcast will be finding the optimal time for your audience to show up, whereas with a podcast your audience can watch it anytime that is convenient for them.

You:

Whether it’s nerves, schedules, or the technology, some people just aren’t cut out for live broadcasts. Figure out what you would be the most comfortable doing because that is going to result in a better end product. If you need prompting and interaction, then go with a live show. But if you need the safety net of an editor, then by all means avoid the live show at all costs.

There is no real formula for choosing between podcasts and live broadcasts. There are so many factors involved that it would be silly for me to say that one is superior to the other. With that said, I don’t think you can go wrong with either format if you’re just getting started. And you can always change formats down the road if the need arises.