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Opinion:The Science Of Live Videos And The Art of Getting It Right

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By Enitan Kehinde, Lead Consultant of the FMCG portfolio at BHM

 

Watching Andrea Bocelli live, on Sunday, April 12, 2020, was so surreal!
But what made it even more special was watching it with my grandpa!
You see, my 80-year-old grandfather is the absolute king of swank and growing up around him, I fell in love with some of what have now become my favourite things … red wine, croissants, cheese platters, jazz and of course the opera, so it was a blessing sharing the live concert with him.
My colleague shared the link to the concert with me and I hurriedly sent it to my grandpa. It was a wonderful experience to share in our love for Andrea Bocelli’s music even though we were miles apart.
And that’s the reality of the world today.
Now more than ever, the world is turning to technology to stay connected. This is as a result of the global pandemic which has forced human beings across the world to keep their distance from one another.
And with features like calls, videos, photos, games and of course, live streams, things like social distancing are now a breeze.
Live videos have especially become very popular but the phenomenon didn’t start today.
With platforms like Livestream (launched in 2007) and YouTube Live (launched in 2008) who first introduced us to the world of live videos online and Facebook, Twitter, Instagram, Snapchat, Periscope, LinkedIn and others introducing the Live feature to their apps, the successful element has come to stay.
In Andrea Bocelli’s case, Italy has had over 155,000 confirmed cases and almost 20,000 deaths, and the world-renowned opera singer used a live video to bring people together, spreading the message of hope. Hosted on YouTube, the Live video had 2.8 million peak concurrent viewers, according to YouTube and yielded over 26million views in less than 24 hours.
Where the message has been to cure boredom and engage with fans, musicians like Tory Lanez and FalzTheBahdGuy have proven that Live really does work. Tory, for example, has broken Instagram Live records, reaching over 350,000 views, at a time, and even launching merchandise for his Instagram Live-based show, Quarantine Radio. For these celebrities, Live videos have become a platform to engage with fans, showcase their art and bring people together for the fun of it.
Beyond pop-culture, one of my favourite pastors, Pastor Poju Oyemade, about two weeks ago, started a live series. One of the sessions with Reverend Sam Adeyemi, which focused on leadership, the pandemic and the state of the country, recorded thousands of views.
But why are brands not getting it right?
Why are brands not getting as many eyeballs as the pop-culture and faith-based “influencers”?
I have found myself joining a number of live videos initiated by brands, and even with the presence of a brand ambassador, celebrity, artist or DJ, the numbers were not impressive.
What could be the reason for this?
To find the answers, we have to dig deep into the reason why Live videos are successful in the first place:
  • Planned but not stiff: Planned videos can also be fun and that is where trends like the “Battle of Hits” hosted by top music producers across the world, falls.
In Nigeria for example, when music producers, Shizzi and Sarz had their “Battle of Hits” Live video, it got as much as 25,000 views, at a time. The trend is based on two things young people love good music and nostalgia. Which leads me to my next point:
  • That Edge: What’s that edge your live video has? Is it just another concert? Another training session? Another platform to have your influencers and ambassadors look like they were forced to be there? Or is it a video with an edge hinged on your target audience’s interests?
  • Engage with the audience: When I watched FalzTheBahdGuy’s “Ask Me Anything” Live video, I was hooked. I sat through what didn’t feel like at least four hours and shared the video with everyone who cared to watch. Why? Because Falz got us all involved. Even his family joined in.

Successful Instagram videos like his, which had as much as 20,000 views, at a time, saw Falz speak with multiple fans. The live video had Falz interact with numerous fans giving them a chance to get to know him better, breaking the celebrity facade.
  • Bringing Diverse People Together: At least that’s what Diddy did with Team Love Dance-A-Thon, and exactly what Global Citizen will do on April 18, 2020, with its “Together At Home” Concert.

    Diddy brought creatives from across the world, like LeBron James, Jennifer Lopez, Alex Rodriguez, Drake, Justin Bieber, Lizzo, Tiwa Savage and Burna Boy to discuss the effect of the epidemic on their vicinity, their art and his new show. Tagged The Team Love Dance-A-Thon, the show was put together to celebrate health workers in the forefront fighting the global pandemic Coronavirus.

  • Branding = Repellant: From the trends over the past few weeks, it is quite obvious that branding repels views. It’s almost like a turn-off. I have joined a number of overbranded live videos and I’ve cringed at the numbers. And this is exactly where our brands get it wrong. As brand managers, we always want to brand everything and heavily too. Brand custodians are guilty of shoving their brands in the faces of their customers, consumers and fans.
  • For The Average Nigerian, Data Is Expensive: Have we even thought that maybe Nigerians can’t afford to watch live videos? Widespread poverty is a cruel reality for us in Nigeria. Unlike other countries where data plans are relatively affordable, and there’s a 47% YoY increase in the consumption of live videos, Nigeria is not one of them. The bulk of the population earns less than the N30,000 minimum wage and are spending 95% of it on food and survival. It is quite expensive to spend at least N1000 on 1gb of data and squander it all on live videos.
So, how do we get our live videos to be the centre of interest, to be shared by thousands and to be the most talked-about?
Here’s a clue – Find that one thing that people care about, that one thing that’ll make them use all the data that they would have otherwise saved, and no it is not your brand or your ambassadors.
If unplanned videos work, how do we make our videos to be just as random, not too branded but just as interesting?
That’s the question. And I hope as brand custodians we can take a learning or two from the masters of influence – celebrities, artists, actors and socialites amongst others.
A key thing to note though is that this season is not about your brands but about your consumers. It is more about bringing people together and giving them something to find interesting and engaging.
I can’t wait to see what brand eventually breaks the cycle of the uninteresting brand-related live videos.
I’ll be on the lookout!

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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

General News

Winners Emerge in KidsCook Showdown 2.0 Programme

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L-r: Mrs. Enitan Tanimowo, Convener, KidsCook Showdown; Damilare Adeniran, student of Pastor Adegboyega Nursery and Primary School, Ketu; Chef Mariam, Competition Judge; Chef David, Competition Judge; Gold Obi Besong, student of Pastor Adegboyega Nursery and Primary School, Ketu; Chef Asatta, Competition Judge; Daniella Tanimowo, Participant; and Adebayo Tanimowo, Co-convener, KidsCook Showdown, presenting the first-place winners of the KidsCook Showdown 2.0 cooking competition for children aged 6 to 8, held recently in Lagos.
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The dual of little Damilare Adeniran and Gold Obi Besong, students of Pastor Adegboyega Nursery and Primary School, Ketu emerged overall winners in this year’s KidsCook Showdown 2.0 held over the weekend.

KidsCook Showdown is an initiative of Dominion Consultancy Concepts, aimed at introducing children between the ages of 6 and 8 to household chores early.

At the grand finale of the contest that featured four schools with two cooking contests of pasta and swallow, Pastor Adegboyega Nursery and Primary School, Ketu secured the highest points by the three judges, Aina Memorial Nursery and Primary School was the runners up; while Oke-Ifako Nursery and Primary School, Gbagada took third place.

Mrs. Enitan Tanimowo, Director, Dominion Consultancy Concepts, organiser of the event, said the goal of KidsCook Showdown is to inspire children to see cooking not just as a chore, but as a fun, creative way to develop themselves, learn discipline, and build confidence and these skills help them into the future.

“It is a thing of joy for us. When we started, it was a case of what can these children do? After all they are too small. But, we found out that the children can do things, they are not babies. What we are doing today is to prove that our children can do much more if we entrust them with that responsibility.

“There are a lot happening in our environment especially as many adults lack responsibilities today which can be trace back to upbringing. This event reminds parents of the need to train their children the way they should go, so, when they grow up they will be balance by understanding what responsibility means.

Tanimowo added that the initiative directly aligns with the United Nations Sustainable Development Goals—specifically SDG 3 (Good Health and Well-being) and SDG 4 (Quality Education)—by using hands-on, practical learning to promote balanced nutrition and social development. The event is bringing together parents, teachers, and professionals to champion the next generation.

Looking forward to 2027

She said the goal is to impact more children. This year, we worked with 6 schools in partnership with LASUBEB. And we want to impact more schools across different local governments in Lagos State.

“There’s need to equip our children to be hand-on, be diligent and responsible, it helps them. One research I read reveals that when children are taught how to be responsible at home, it helps them academically. This is one fact that many parents don’t know.

“One thing we have observed since the beginning of this initiative is that a lot of children within the ages of 6 and 8 are not taught how to be responsible at home.

These children should be capable at this age because their brain is already developing cognitive skills, the message is that parents need to do more in training our children better to be more responsible, be hands-on, it does help them. It helps the country as a whole because if we have more people that are responsible, they will be able to solve problems, take initiatives and as well build their businesses.

“We are excited by the level of participation in this edition and plans to reach out to more local governments in Lagos state. Our goal is to impact more children to be hands-on and responsible and in turn develop entrepreneurship skills in the children.


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Paystack Launches Programme to Support Nigerian Businesses

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Paystack, one of Africa’s leading payments technology companies, has launched a programme to support Nigerian small businesses through a range of initiatives designed to help them grow, connect with relevant opportunities and access funding.

The scheme known as Paystack Small Business Programme will support businesses as they start, manage and grow their operations, starting with Paystack Small Business Bundle. The bundle gives eligible Nigerian merchants access to up to N4 million in discounts on tools and services from selected partners across key areas of business operations, including commerce, bookkeeping, logistics, design, workspace, customer communication and digital tools.

Small businesses play a significant role in Nigeria’s economy, but many still face daily operational challenges, from managing sales and records, reaching customers, handling deliveries, and accessing affordable tools.

The programme has been developed to provide practical support for these businesses as they manage daily operations and plan for their next stage of growth.

According to the firm, the Paystack Small Business Programme will start with different initiatives.

The firm explained that through the small business bundle, eligible merchants can access offers from partners including Bumpa, Ijeworks, Wiicreate, Flowcart, Simplebks, Africaworks, Paystack, Kindlybook, FezDelivery, Gamp, Pressone, Mercurie, Shuttlers and Canva.

Paystack is targeting 2,000 Nigerian SMBs for the small-business bundle, with additional partner offers expected over time.


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FG Moves to Track Ransom Payments Through Cashless Reforms

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Federal Government is considering the reintroduction of a stricter cashless policy as part of efforts to combat kidnapping and other criminal activities across the country.

FG Moves to Track Ransom Payments Through Cashless Reforms

Security sources said the proposal is being reviewed alongside ongoing military and intelligence operations aimed at dismantling kidnapping networks and disrupting their sources of funding.

The sources disclosed that limiting the use of cash could make it more difficult for kidnappers and other criminal groups to receive ransom payments without detection.

According to the officials, many criminal organisations prefer cash transactions because they leave little or no financial trail, making it difficult for law enforcement agencies to trace payments and identify those involved.

They explained that ransom payments processed through formal financial channels are easier to monitor and investigate, thereby providing valuable intelligence for security agencies.

The sources noted that strengthening the cashless policy could improve the ability of authorities to track suspicious financial transactions and uncover criminal networks operating across the country.

Speaking on the development, security analyst Mr Iyke Odife described kidnapping for ransom as one of Nigeria’s most pressing security challenges.

Odife said victims of kidnapping now cut across various segments of society, including farmers, students, travellers, traditional rulers and residents of rural communities.

According to him, the widespread use of cash in the economy has continued to provide opportunities for criminal groups to receive and move ransom payments without attracting attention from security agencies.

He argued that reducing cash-based transactions could significantly limit the operational freedom of kidnappers and other organised criminal groups.

“The heavy reliance on cash makes it easier for criminal elements to collect and transfer ransom money without leaving a trace.

“A more robust cashless system could help security agencies track illicit financial flows and strengthen efforts to combat kidnapping,” he said.

The move comes amid growing concerns over insecurity in several parts of the country, where kidnapping for ransom has remained a major threat despite ongoing security operations.

Analysts, however, stress that any strengthened cashless policy should be accompanied by improved digital infrastructure, financial inclusion measures and enhanced cybersecurity to ensure its effectiveness.

The Federal Government is yet to make an official announcement on the scope and timeline of the proposed policy.


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