A Breakdown of Options for B2B Live Streaming in 2023

Published: January 23, 2023

Kyle

I was recently on a pre-production call for an upcoming event and the question of where the audience was going to watch the live stream came up. 

Event manager: To be honest we haven’t really thought of that yet. I’m not entirely sure, maybe zoom? Do you have any suggestions?

Me: It kinda depends on your goals. How much engagement do you anticipate having with your audience? Are you going to be providing additional resources like PowerPoint or PDFs? How much and what type of analytics are you hoping to gather post-event?

Event manager: Great questions, we really have not been thinking about that. We were just excited to offer a virtual stream of the event.

Now, while that conversation did not happen exactly like that, it is unfortunately close to some conversations I have had in the past. I get it, streaming a conference, summit, or even a conversation is amazing. You are spreading your content to a digital audience that in the past would never have gotten to digest the stellar information. But the true power of a live stream should not just be that you did it, it should be a tool to help you achieve your goal.

Don’t get caught thinking of a live stream like a TV show. THE MEDIUM MATTERS

So great, you agree with me but back to that first question, do I have any suggestions for streaming platforms?

So, some housekeeping before we begin. 

The following list is by NO MEANS exhaustive or everything. I am also making this list for businesses that do not typically stream. Twitch and platforms like that are amazing and have a LARGE user base. But if you are doing a one-off stream it does not make a ton of sense to use something like Twitch. Lastly, I am writing this in January 2023, which means if you are reading this at a later date something could have changed. Think I missed a streaming platform? Let me know, and connect with me on LinkedIn! 

Let’s begin:

Option 1 – Social Channels

• Platforms: Facebook, YouTube, LinkedIn, etc.
  • Pros
    • GIANT user base, it’s where your audience most likely lives.
    • Some audience engagement tools (mainly chats and likes)
    • Can be shareable (depending on the settings)
    • Web-based, no additional software needed to download
    • Alerts/Notifications built in (depending on the audience in some cases)
    • Viewership Analytics
      • Need to make sure you are aware of what the analytics are and how they are measured. A view on Facebook and a view on YouTube are very different in terms of what your audience did.
  • Cons
    • Copyright!!!
      • Even music playing in the background of an event can cause a copyright notice and possibly have your stream shut down.
    • Limited branding
    • Audience perception
    • No real registration
    • Gated by platform, your audience MAY need to create a profile on the social platform if they do not have one already.
    • Difficult to share additional resources without sending your audience to another webpage.

Option 2 – Your Website

• • Pros
    • Your brand is front and center.
    • The audience experience is completely controlled by you. 
    • Ability to provide any type of audience engagement tool.
    • Can be gated so you can collect data. 
    • Web-based, no additional software needed to download
    • Audience count is limited to your website’s ability to handle visitors. Streaming video platforms like YouTube do not have a limit on viewers.
    • Additional resources can be included on the website so the audience can stay in one location.
    • Analytics
      • Website data
      • Viewership data
      • Engagement tool data
  • Cons
    • Lots of moving parts and multiple different platforms used means there is not a single point of contact to troubleshoot issues.
    • Potential to be a longer setup time and need more resources to successfully produce.
    • Can be difficult to provide technical support.
    • Alerts/Notifications need to be built.
    • No real registration.

Option 3 – Software/App-based Platforms

• • Platforms – Zoom, Microsoft Teams, etc.
  • Pros
    • Registration and calendar invites are built-in.
    • Most audiences are comfortable with most video conferencing platforms at this point.
    • Robust audience engagement tools (chat, polls, Q&A, etc.)
    • Real-time technical support to your audience via moderators in the chat. 
    • Analytics
      • Attendee data
      • Viewership data
      • Engagement tool data
  • Cons
    • Audiences perceive video conferencing platforms as a means to conduct a meeting. You have to work extra hard at the beginning to keep them from checking emails.
      • “Can everyone except for the presenter mute your mics.”
        • *Yes, there are settings that you can do to remove this ability.
    • Limited branding
    • Software/App is required to participate.
    • Depending on the platform, the total number of participants in the meeting can be capped.

Option 4 – Web-based platforms

• • Platforms – Demio, Accelevents, Streamyard
  • Pros
    • The platform can be branded and laid out exactly how you would like.
    • Registration and calendar invites are built-in.
    • Web-based, no additional software needed to download
    • Robust audience engagement tools (chat, polls, Q&A, etc.)
    • Real-time technical support to your audience.
    • Real-time technical support for yourself.
    • Additional resources can be included so the audience can stay in one location.
    • Analytics
      • Depending on the platform, can be very robust.
  • Cons
    • $$$Costly$$$
    • Audiences may be unfamiliar with the platform and miss out on the engagement tools.
    • Longer set up time.
    • Should set up a time before the event for speakers to get familiar with the platform.

Have an upcoming live stream that you need help on?  Check out our live stream offerings!