Localization: Reach Audiences Where They Are
This article was originally published on LinkedIn on June 10, 2019.
How can I simulcast to reach my audiences on a variety of social platforms concurrently, in their native language, with captions, live and VOD while guaranteeing quality of service. Easy, right? Short answer is that Suite Spot has you covered anytime and anywhere.
First, a quick look back: A decade ago, live online broadcasts were generally streamed to a single platform and embedded on a microsite or a branded channel on a content delivery network (CDN) like Brightcove
or similar. As Internet speeds and live viewership expanded so did the number of destinations audiences could subscribe to. Before YouTube Live and Facebook Live and Twitch rose to scale to handle millions of viewers globally, there was one answer in the industry and that was to drive the audience to a single destination similar to how major TV networks operate.
The request we hear and the recommendation we make to our clients is to spread the love across multiple destinations depending on content and where their viewers spend their time. If the client’s Twitter and Facebook accounts have the highest number of fans and followers then those may seem like logical destinations to stream an event to. However, if a microsite is still desired neither of those platforms can support embedding a proper HD feed, which is fine, but will add another destination to the mix, including a backup channel to match up with the primary channel. Got captions but the platform doesn’t support it? Add another destination into the mix. Need to broadcast in English and another language... or 8 other languages? Add those channels into the mix as well. Losing count of streaming channels? We’re into double digits and creating more as demand grows and as more stakeholders look to join the momentum of the anticipated live event.
These decisions may come weeks ahead of the target date. We have also had requests come through days and hours ahead of the big moment. Each channel needs to be managed and monitored appropriately to support the volume of viewers and media buys. Options like captions that can be toggled on or off are always a nice to have and at times a must to have. This goes beyond accessibility purposes, trends for mobile viewing are driving towards muted content while reading on screen info. So let’s do captions as well.
Each project is unique as is the audience and overall strategy. Every scenario will be different but share one common thread: This can be accomplished by an experienced team who have cut their teeth in live streaming for over 10 years and has relationships and deep knowledge of each platform and how to deliver successful events for clients.
Head spinning yet? We’re not finished and still need to address the creative, on-site logistics, interactivity, and messaging throughout each of these destinations. We can save that for a follow-up article.
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