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Instagram or YouTube: where should you be going live in 2021?

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Content creator getting ready to shoot a video
Social media platforms took advantage of a newfound passion for watching live content in 2020.

No matter which platform you spent some time on last year, the most common thing we all saw was the alert messages, popping up on our screens, alerting us that a brand or friend you follow has gone live. Even trend conscious companies and introverted people ended up turning to live streaming to share content and thoughts.

With Over 2 billion users visiting each month, and 500 hours of video being uploaded to the platform every minute, YouTube is comfortably positioned as the world’s second largest search engine and second most visited site (after Google).

But in a year that live streaming moved beyond gaming – and music, studies and cultural events became popular daily streaming topics – Instagram and other platforms also took advantage of our newfound passion for watching live content.

The great news: social media live streaming is very easy. Anyone with a smart phone and a decent internet connection can now tap into the world of self-broadcasting and enjoy the dynamic, authentic, and engaging way live streams work. So, yes, those notifications sent by the platforms, to let others know when you are live, can seriously help to increase reach.

In a sea of possibilities, when it comes to social platforms enabling users to live stream with quality, if we had to narrow it down to only two, which out of Instagram and YouTube would be the best place to go live this year?

 

Understand the origins of the platform

“Think about what these platforms (Instagram and YouTube) were built for. Instagram was not built specifically for live-streaming, and even less so for holding your audience’s attention. It wants users to scroll down the feed.
YouTube, on the other hand, is a platform solely dedicated to video. It wants people to not only find your video – but watch as much of it as possible!

There’s also the issue of discoverability. Instagram might somehow put your videos (and live streams) in front of new people, but it’s still mainly geared towards your followers. On YouTube, however, live streams are evergreen pieces of content.”
Pete McPherson – Founder at www.doyouevenblog.com

 

YouTube let you stay live for longer

“I have been working in digital marketing for over four years and my choice of best live streaming platform is YouTube, as it has more users than Instagram. Youtube’s live features run everywhere, including desktop, smartphones, and tablets. But, when we look at Instagram, only tablet and smartphone users can leverage the feature. One more plus point of YouTube is that you can run live videos for 36 hours straight with up to 60 frames per second.”

Sadia Mehmood – Digital Marketing Specialist at www.invozone.com

 

Invest in sponsored YouTube videos

“YouTube is the second most visited webpage in the world and has over 1.9 billion monthly active users. YouTube videos are great resources for just about anything these days. These niches continue to gain popularity every day.

“Video marketing accounts for nearly three-quarters of internet traffic today and YouTube is a fantastic platform for high-quality content that is search-friendly and has a long lifespan. So, a sponsored YouTube video can do wonders for your brand. Also, YouTube shows comments in a larger, easier to read window than seen on Facebook or other platforms.”

Jeremy Harrison – Head of content strategy at hustlelife.net

 

You don’t have to choose one over the other
“With an online art class site, a podcast, and an artist coaching business – not to mention a family who is all living at home – time is at a premium. However, live streaming is one of the best ways to connect with potential clients, students, and art collectors.

In order to maximize my time, I am streaming live using Streamyard which is a third-party app. It allows me to stream simultaneously on YouTube, Facebook page, and Facebook groups. Since this app doesn’t allow live streaming on Instagram, I decided to favour YouTube and, once a live stream has ended, my team uploads the video to IGTV and LinkedIn so that we can maximize our exposure.”

Miriam Schulman – Founder at www.schulmanart.com

 

Think about SEO while making a decision
“Instagram is great if you’re looking for more instant gratification. You can get your current followers to watch and participate where they are already hanging out. It’s more of a community-building platform and many Instagram followers are quite loyal to the brands they follow. However, I believe the best place to go live in 2021 is YouTube because it is a ginormous search engine.

When it comes to brands wanting to try out live and seeing where they can get the best return on their time investment, YouTube is great. There is so much potential for people to discover the live stream on YouTube. Not only that, but you can keep the replay of the live stream and it has BIG opportunities for SEO. People can come into contact with the video live and there is the opportunity of them searching for that video in the future six months from now – and beyond – and it will continually benefit the business as a long-term and lasting brand awareness strategy.”

Andréa Jones – Social Media Strategist and founder of digital platform www.savvysocialschool.com

 

Repurpose your content onto other platforms

“Video Marketing is not going away and is only getting bigger each year. So, if you haven’t yet embraced the idea of creating videos, 2021 is your year. A recent study by Cisco says that 82% of all online content will be videos by 2022. That’s huge!

One of my favourite platforms to create videos on is YouTube live streaming, which allows me to engage and connect with my audience. It is also a great search engine as its algorithm can attract a further reach for your brand.
The best part is that YouTube makes it easy to repurpose your content onto other platforms, allowing you to be seen at a greater scale and your content to live longer online.”

Darlene Hawley – Brand & Business Clarity Coach at www.darlenehawley.com

 

 

Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.

Business

Fund to launch and grow a business will help black entrepreneurs in the UK

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Blacl barber looks after a client and his business
Applications are open for funding of up to £15,000 for the most innovative new business ideas and exciting existing companies in the UK 

Future 100 Growth Fund, a programme backing Black British entrepreneurs to launch and grow their businesses is now open for applications. The £1m partnership between Europe’s leading media and entertainment company, Sky, and the newly launched independent civil rights group, the Black Equity Organisation (BEO), aims to provide funding and support over three years to help overcome the significant barriers faced by young Black entrepreneurs in Britain when setting up businesses.

“We want to share our platform and capability to create lasting change for Black British entrepreneurs. We are pleased to be working with BEO to provide direct assistance and advice from Sky to help make the UK a great place for Black businesses.” – celebrated Dana Strong, CEO of the Sky’s Group. The company has made £30 million commitment to tackle structural inequality and make a difference in communities impacted by racism.

Driving economic empowerment and equity of opportunity for Black people and businesses is one of six key areas Black Equity Organisation will focus on. Research has highlighted that in the 10 years between 2009-19, only 0.24% of the total invested in UK start-ups from venture capital funding went to Black entrepreneurs. Just 0.02% went to Black female entrepreneurs.

Besides offering funding of up to £15,000 for the most innovative new business ideas and exciting existing companies, the initiative aims to create a network of mentors and community organisations to advise and assist new enterprises through direct financial support and products nurturing talent and innovation.

”The Future 100 Growth Fund will back the next generation of Black founders to thrive and succeed. We can’t wait to see what the applicants achieve through this programme as they drive growth across their businesses and for the UK economy.” – says Dame Vivian Hunt, Chair of Trustees at Black Equity Organisation.

The programme is open to applicants between 18 and 30 years old of Black African, Black Caribbean, Black British and/or Mixed-race descent who are UK residents. The fund will support Black entrepreneurs who are looking to bring a business concept to life, have a fledgling business that they want to scale or have the beginnings of a thriving business.

To find out more about the Future 100 programme and for details on how to apply visit the project here.

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Hospitality industry in the UK threatened by staff shortages

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Two housekeepers making a hotel bed
Housekeepers are expected to receive a 7.4% pay rise, but UK businesses still struggle to recruit staff | Photo: Liliana Drew

The hospitality and leisure sector’s post-pandemic recovery, in the UK, could be severely hampered by the lack of staff, a new report from a British bank has revealed.

“UK Hospitality’s Next Challenge”, a study from Barclays Corporate Banking, shows that the release of pent-up consumer demand for socialising, holidays and experiences following the pandemic has given a boost to the sector. Over three quarters (77%) of H&L operators are confident of growth this year, and had predicted an average 30.5% uplift in revenue compared with pre-pandemic levels. This equates to a £36bn² rise in annual turnover over 2019, and a £54bn increase on 2021.

However, the predicted growth could be stifled by soaring supplier costs and a scramble for talent. Hospitality and leisure businesses report that their transport costs have already spiked by over 38% year-on-year on average, and their utility bills by 37%.

Meanwhile, over nine in 10 (94%) hospitality and leisure businesses are struggling to recruit personnel, with vacancies for cleaning staff (20%), front of house staff (18%), and delivery staff (16%) causing the most issues. There are particularly acute shortages of cleaners in the East Midlands and the East of England (28%).

Almost a fifth (16%) of bars and restaurants are finding it difficult to hire waiting staff, and over two fifths of gyms and leisure centres (42%) cannot find fitness instructors. Recruitment issues also extend to back-of-house and C-suite roles: 17% of operators are having trouble sourcing finance staff and 16% said the same about senior management positions.

“Crucially for the industry, our research shows that talent shortages are also a major concern, with businesses in every vertical finding it challenging to fill their vacancies. It means there is now an added imperative for hospitality and leisure firms to find new and novel ways to recruit, reward and retain their staff.” – says Mike Saul, Head of Hospitality and Leisure at Barclays Corporate Banking.

Hospitality and leisure operators are already establishing new incentives to recruit and retain talent, including permanent work flexibility, the introduction of bonuses, and an increase in staff welfare budgets.

Almost one in five employers (19%) have also increased wages given to staff. Senior managers are set to receive the biggest boost to their pay packets, with an average increase of 7.7% – equivalent to £2,014 a year for a full-time worker. Delivery riders, housekeepers and kitchen staff are also expected to see their wages rise in 2022.

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Contemporary artist Demit Omphroy partners with GAP for NTF collection

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Artists Demit Omphroy on the streets
Partnership: the limited-edition is Demit Omphroy’s first digital series of NFTs | Photo: Instagram

Contemporary artist and former professional soccer player Demit Omphroy is partnering with GAP for its third collection of limited-edition non-fungible tokens (NFTs).

As the brand, founded in 1969, continues to explore new channels to engage customers in the rapidly evolving digital ecosystem, this spring, Demit launched a limited-edition graphic tee collection featuring his unique and recognizable work, and now the artist is launching his first NFTs with Gap. Demit’s art depicts life through vibrant colors and an expressionistic style, seeing the world through his inner child.  

“My work is playful, expressive, and simplistic, yet loaded with emotion. Being able to express myself through a new digital medium and collaborate with Gap, one of the most iconic brands in history, is exciting for me as a creator.” – celebrates the American artist who is also a citizen of Panama and the Philippines through descent.

On June 15, the One of a Kind digital auction will begin, featuring single edition digital art and a custom, hand-painted Gap denim jacket by Demit.  

In July, Gap x DOGAMÍ NFT wearables will launch as the first fashion collaboration in the petaverse. Digital Gap logo hoodies specifically designed for DOGAMÍ avatars will engage players to express their virtual pet’s individual style that will have a direct impact on game stats. 

“Partnering with unique artists and creators is a cornerstone of our NFT program,” – says Chris Goble, Chief Product Officer at Gap. “We are thrilled to collaborate with Demit and to create this vibrant collection of NFTs and product that amplifies his voice and represents his distinct individual style.”  

The Gap Threads marketplace and DOGAMÍ are both built on Tezos, a more energy efficient blockchain, allowing for minimal energy consumption and a low carbon footprint. Customers can also join Gap’s Discord server to connect, engage, and foster a community with other fans of Gap NFTs. The Discord server can be accessed at discord.gg/gapthreads.

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