Thanks to video streaming services like UStream and Livestream, which take live video footage from a webcam and serve it up for audiences on the Internet, the capability for brands to broadcast from a trade show or event is achievable. In fact, UStream has partnered with Facebook so if you have a Facebook fan page you can live stream content directly into the social network. But, think about the process and setup before you jump in with both feet. It’s not as easy as it sounds.

Earlier this year our team proposed a live stream engagement for a client from their largest trade show of the year. The idea was to pull the video feed into the company’s well-trafficked community and involve viewers in each day’s activity. Armed with nothing but a web camera, a laptop with a dedicated WiFi signal, and a few prayers, we recommended the live stream tactic in order to expand the footprint of the company’s booth beyond the show walls and reach those who could not attend.

Did it go off without a hitch? Yes, in a manner of speaking, but there were some lessons learned:

• If given the option for a hardwire Internet connection, take it. We relied on a wireless signal which connected well from the depths of a busy trade show floor, but we would have received better picture quality with a high-speed connection.
• Prepare. There’s no detail too small to rehearse or write. Treat the live stream as you would a television show. Everything needs to be scripted.
• Test the technology multiple times. The CMD team tested the equipment at least three times before we departed from the agency, and then again at the show floor the day before the event. Just to be sure, we didn’t promote until we knew it would work.
• Have a good microphone setup. Trade show floors can be noisy, so we invested in a wireless microphone package that provided excellent sound quality and took the worry out of live streaming the event. Nothing is worse than capturing video and not being able to hear the people on camera speaking.
• Bring grip tape. Don’t worry, you’ll find out why if you try live streaming video from your next event. OK, here’s a hint: chances are excellent you will need to either tape something together for the short term, or hold something back that’s in the frame, or both, so trust me on this one.

What questions do you have about live streaming?

But can it really be done in today’s online culture?

To find out, I recently had the opportunity to sit down with Pat Carew, CMD’s social media video expert and a member of the agency’s film and video department, and ask some questions about what viral video means and how achievable it is as part of a larger campaign. The big question, however, was can you plan a viral video?

“By definition, something viral happens on its own,” said Carew. “The bottom line is you just don’t know if your plans will succeed. They are incredibly hard to do. While you can say you want to produce a viral video, ultimately it’s up to the audience to decide if you have succeeded.”

If you do attempt to make a go at producing a viral video to reach your audience on YouTube or Facebook, Carew suggests a few tips to include in your strategic planning:

Go with humor: Most popular videos contain sex, violence or humor. Since brands tend to stay away from the first two, humor is left as the most-used theme. But, according to Carew, humor is the most difficult to pull off. The most popular videos on YouTube, like this one, simply make people laugh. Be sure to work with professionals on this task to represent your brand well and be tasteful.

Ditch the call to action: A viral video must have a cool factor; it should not be an advertisement. That means no call to action, such as a phone number or email address. This can be the most difficult thing for marketers to pull away from, since it’s a traditional part of video advertising, but remember the goal is entertainment and eyeballs, not direct leads. This Old Spice video is a good example. Notice there’s no call to action. It just entertains while delivering its message in a humorous way.

Monitor for production trends: Stay on top of production trends by researching top videos. Whether they’re stop-frame animation, tilt photography or auto-tuning vocals, there are always interesting production trends that sweep though social media videos that can make them more eye-catching. Don’t worry about the technique being a fad, either. Your goal is to get as many positive impressions as fast as you can. As you can see from this search, auto-tuning is particularly popular right now.

Provide the unexpected: Like the Old Spice commercial, and this video that was produced for Microsoft, the best chance of a video becoming viral is when you provide something unexpected. The viewer doesn’t really know what’s going to happen next in the Old Spice commercial, and although the stunt in the Microsoft video is not real, it provides a “no way” response when viewed. Making the impossible seem real is a big trend now in the most popular online videos.

Be transparent: Above all, be honest in your video distribution. Refrain from posting a video from a personal account or trying to promote it without identifying yourself. This is risky in today’s social media world and can potentially be a big problem.

Finally, remember a video can be successful without being labeled as viral. A video with the right message, like this one produced by CMD, seen by the right people, might be more effective than a wide-reaching clip viewed by the masses.

What are your favorite online videos? Would you label them as viral? Share your thoughts and links with us, and we’ll revisit viral videos in future posts. If you have any questions about video best practices, contact Pat Carew at pcarew@cmdagency.com.