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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

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NOA Warns of Fake N1000 Notes in Circulation, How to Identify Them

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National Orientation Agency (NOA) in Kwara has cautioned the public on fake N1000 notes circulating in the state.

NOA Warns of Fake N1000 Notes in Circulation, How to Identify Them

Alhaji Abdulganiyu Dare, state director of NOA, disclosed this in a statement issued in Ilorin.

Dare emphasised the need for vigilance among residents and business owners in the state.

According to him, there is confirmed intelligence reports of syndicates flooding the area with counterfeit currency with batch numbers 364232 and 898248.

Dare said the counterfeit notes can be identified by their blurred portraits, watermarks, and irregular security features.

He urged the public to be cautious when handling large sums of money.

“The syndicates behind this crime exploit peak commercial hours in major local markets to carry out transactions with counterfeit notes.

“They target unsuspecting POS operators and merchants by defrauding them of their hard-earned money.

“NOA Kwara Directorate is committed to sensitising the public on the dangers of fake currency and the importance of verifying the authenticity of banknotes.

“The agency is working tirelessly to ensure that residents of Kwara are protected from financial scams,” he said.

While describing the crime as unpatriotic and capable of distorting the Nigerian economy, Dare said NOA would work closely with security agencies to bring the culprits to book.

The director advised residents to report any suspicious transactions or individuals to the authorities immediately.

“Together, we can build a safer and more secure financial environment for all residents of Kwara.

“By working together, the NOA and the public can prevent the circulation of fake currency and protect the financial interests of Kwara residents,” he said.


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NCC, IHS Towers Lead Others To NITRA-ALTON CNII & Telecom Sustainability Conference 2025

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Telecom industry regulator, the Nigerian Communications Commission (NCC) and other industry operators, including IHS Towers, Digital Realty and 9mobile Nigeria, have joined the line of partners that will chart the way forward as stakeholders gather for the Maiden Edition of the CNII & Telecom Sustainability Conference 2025 being organized as a collaboration between media body, the Nigeria Information Technology Association (NITRA) and Industry advocacy group, the Association of Licenced Telecom Operators of Nigeria (ALTON).

Scheduled for August 7, 2025 in Lagos, the event, which is expected to host the Minister of Communication, Innovation and Digital Economy, Dr. Bosun Tijani, will also bring stakeholders from Nigeria Security and Civil Defence Corps (NSCDC) and the Peace Corps Nigeria, to discuss the security of infrastructure, stakeholders’ roles, and the practical implementation of the Critical National Information Infrastructure (CNII) Presidential Order.

Headlining the event, with its theme as “Telecoms Industry Sustainability and the CNII Act – Way Forward”, IHS Towers will throw light on the state of infrastructure in the country, while the Panel Session will discuss the “Role expectations of stakeholders in the implementation of the CNII Act”

Keynote speeches will come from the NCC EVC, Dr. Aminu Maida and the President of the Association of Telecommunication Companies of Nigeria (ATCON).

The Nigerian Designation and Protection of Critical National Information Infrastructure (CNII) Order, 2024, aims to safeguard critical infrastructure like telecommunications networks, financial systems, and power grids by designating them as CNII and outlining measures for their protection. This order, signed in June 2024, is an extension of the Cybercrimes Act of 2015 and seeks to reduce disruptions to these vital systems.

Some of the questions stakeholders will give answers to at the Panel Discussion include:

  • How do we ensure that this Order is implemented to the letter?
  • What are the roles of each stakeholder in the industry – Federal, States, Operators, Consumers, and other actors?
  • Are telecom companies keying into the CNII provisions, and how?
  • Are there areas worth looking into once more, or is the Order perfect as it is?
  • What is the role of regulators in ensuring public compliance to the Bill?
  • How do we ensure security?
  • What is the place of collaboration?
  • Publicity: how much of the CNII provisions are the public aware of?
  • How can we sustain the growth and development of telecommunications in Nigeria?

According to the General Secretary of NITRA, Mr. Chidiebere Nwankwo, this industry collaborative event will afford stakeholders in the public and private sectors the opportunity to sit back together and review how well the CNII Order has thus far been implemented, and to re-strategise, if need be, on the way forward.

“This event is key because it will bring Stakeholders to the CNII plan to a roundtable to re-evaluate the decision, make amends and continue the journey. This has to be a periodic gathering to make the goals of this order achievable,” he said.

ALTON is the official private sector industry body for all providers of telecommunications and subsidiary services in Nigeria.

The Chairman of ALTON, Engr. Gbenga Adebayo and the Chairman of NITRA, Mr. Chike Onwuegbuchi will be on hand to welcome industry stakeholders.


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Fearless Freedom Launches to Tackle Inequality and Champion Global Economic Inclusion

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Fearless Freedom, a bold new global advocacy initiative focused on ending economic inequality and expanding economic opportunity, officially launches today, 2nd August, 2025.

Backed by the founder of Fearless Fund,  the first venture capital fund in the U.S. built by women of color for women of color,  this new chapter builds on a legacy of breaking barriers and driving inclusive progress.

The launch of Fearless Freedom comes nearly one year after the dismissal of a federal lawsuit that challenged the organization’s efforts to empower underrepresented communities. The case, which drew national attention, was filed on August 2, 2023, and dismissed permanently on September 11, 2024.

Fearless Freedom is not just an advocacy; it is a global movement for visibility, justice, and financial equity. Through storytelling, policy conversations, and creative programming, Fearless Freedom is reclaiming space, spotlighting the real challenges, and championing the people building powerful solutions.

“Fearless Freedom is our global declaration, a refusal to be silenced, erased, or sidelined,“ said HM Queen Wa Arian Simone, CEO of Fearless Fund. “We’re not just funding change anymore, we’re amplifying the voices that have always driven it. This initiative is about power, presence, and rewriting the rules of who gets seen, supported, and heard.”

“August 2nd was once about legal resistance. From now on, it marks something else: a day of fearless expression and global visibility,” she added.

As a global advocacy initiative, Fearless Freedom will spark meaningful dialogue around economic inclusion, inviting communities to reflect, learn, and speak out against financial inequality, all through creative expression and powerful storytelling.


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