‘Livestreams are the best way to reach the world’

By using a livestream on your event, it makes people a part of your event, even though they cannot be there. “It is really a way to better connect with your audience,” says Boris Veldhuijzen van Zanten, CEO and founder of The Next Web.

“We have an audience all over the world,” Veldhuijzen van Zanten continues. “At our festival in Amsterdam we have 15.000 visitors, but next to them hundreds of thousands of people are also interested in The Next Web, and want to know what is happening. With the livestream we reach those people and make them a part of the festival."

That is why livestreaming and video are a big part of the marketing campaign of The Next Web. For Veldhuijzen van Zanten it is the best way to reach a big audience, much bigger than with ads or written stories on their website. “People watch the livestream or the videos at the office and then they tell their co-workers: ‘You have got to see this!’ It is one of the most convenient, efficient and effective ways to market what we do.”

Keeping the attention

For your marketing purposes, you want to keep your audience engaged. Livestream content helps with that during the event, but you need video of your event to engage your audience aftwards. That means you want the livestream content available as separate relevant videos as soon as possible. “People hear about your event on social media. If you cannot give them videos of the talks within a day or two, people will forget about it. So it is very important to have the videos available right away,” according to Veldhuijzen van Zanten. “It really helps with the marketing for you next event.”

Social media is key

As producer of the livestreams for The Next Web, we not only bring high quality streaming content and tell the story of #TNW2018, we make sure all presentations and talks are available as soon as possible. Thanks to our live editing and publishing capabilities, we are able to edit the videos right away and make them available for The Next Web within hours. This way then can share the video content on social media immediately and use it later again, as a reference for new stories.

“Social media and video go hand in hand. If everybody would just watch the videos by themselves, that would still be great. But it is really cool that they can share them with their friends and discuss it online if they want, right away,” smiles Boris Veldhuijzen van Zanten.