Creating virtual events worth talking about

Creating virtual events
worth talking about
@jaytrudgen

70% 62% 56%of people in APAC
have watched live
stream video
of live stream video
consumption occurs
on smartphones
of live stream video
viewing in APAC is
on social platforms
#FastFacts
Source: IAB - Live Video Streaming - A Global Perspective, June 2018

Live streaming has been
building momentum for
years

93M
115M
138M
160M
2020 2021 2022 2023
March 2019 Forecast
Feb 2020 Forecast
+18%
+20%
+23%
+25%
How Coronavirus has impacted live
video consumption
34%of millennials say they
are watching more live
videos as a result of
the outbreak
Source: eMarketer - How has the US live video forecast changed, Jan 2020 (includes those who watch live streaming content on any device once per month), Feb 2020
Source: GlobalWebIndex - Coronavirus Findings US & UK; Media Consumption (Release 4), April 2020

62%plan to continue doing
so after the outbreak
Of millennials watching more livestreams today,
Source: GlobalWebIndex - Coronavirus Findings US & UK; Media Consumption (Release 4), April 2020

LIVE has always been
Twitter’s superpower

60%of people on Twitter feel
more connected to others
when they watch Live
Virtual Events
Source: Twitter Insiders, US, April 9-13 2020, n=727

9xincrease in
Tweets about
Virtual Events
Source: Crimson Hexagon, US, 1st Jan - 31st Mar 2020
… since
January
2020!

Globally, live stream Tweets have
almost doubled in the last six
months.
Source: Brandwatch, Global, Nov-19 to May-20 (includes mentions of ‘live stream’ variations in Arabic, Bahasa, English, French, Hindi, Italian, Japanese, Mandarin, Portuguese, Spanish, Thai).

Virtual Event
Overview
LIVE Broadcast

Conversation
Moderated comments within the
live broadcast (comments can be
disabled if advertiser prefers).
Hearts
Users can ‘show love’ by tapping
the screen to show hearts
throughout the broadcast.
Broadcast
High-quality streaming feed
Live  
Broadcast
Experience

Home
Happening
Now
Drive live tune-in
from your brand
followers while
they are browsing
the timeline.
Happening Now lets
people on Twitter know
who is broadcasting live

Virtual Event
Overview
Live Brand Studio

Google @Google
We have some big news! The newly
relaunched livestream experience,
powered by 5G is launching Friday.

Set a Reminder to tune in once we’re
#Live
Promoted
#MadebyGoogle
Twitter
Starting in
Set Reminder
Home
Reminder 
Card
Turn awareness
into attendance
Boost livestream tune-in
with Set Reminder Cards
which enable users to set
a reminder

Get alerted once
the event starts
Reminder 
Card
Turn awareness
into attendance
TWITTER
Verizon 
Starting now: Verizon PayItForward LIVE

Conversation
Curated event timeline, with
the option to build multiple
timelines dedicated to
specific threads, topics, or
interactive Q&As
Video Carousel
Up to 5 videos or streams at once,
experience multiple touchpoint
within the event
Event Description
Includes any links, hashtags,
or key calls to action
Broadcast
High-quality streaming feed
Live  
Event 
Page

How to create events
worth talking about
Ideas and helpful tips to make your virtual
event a success on Twitter

Key Virtual Event Themes
EntertainmentLaunches Support

• Automotive

• Technology

• Films & Games

• Retail & Fashion
Launches
Launch announcements
still drive significant impact
Home

• Concerts

• Live Gaming

• Watch Parties

• Live Q&As
Entertainment
Surprise and delight your
fans with live entertainment
Home

Google @Google
We have some big news! The newly
relaunched livestream experience,
powered by 5G is launching Friday.

Set a Reminder to tune in once we’re
#Live
#MadebyGoogle
Twitter
Starting in
Set Reminder
Home
Support
Contribute to the overall
wellbeing of your audience.
• Food

• Health

• Education

• Community

How to plan a successful
virtual event on Twitter
Plan beyond
the event
itself
1 2 3 4
Prioritise the
community
Design for
participation
Allow
constraints
to unlock
creativity

Plan to activate across
a 3-4 week window
surrounding your event
to achieve best results.
Plan beyond
the event
itself
Pre-Event During Post-Event
Tease Launch Reinforce
• Promoted Video

• Media Polls

• Conversational Card

• Event Reminder

• Branded Emoji
• Spotlight

• First View

• Promoted Trend

• Event Page

• Live Stream

• Branded Emoji
• Promoted Video

• LiveCut Clips

• Moment Recap

• Website Card
7-14 days prior to event Day of Virtual Event 7-14 days post event

During this outbreak, it
is critical to consider
how you can give back
to the community.

This doesn’t have to be
monetary, provided the
focus is on helping your
audience.
Prioritise the
community
Home

Give your audience the
opportunity to participate
pre, during or post event.
Design for
participation
Home Home

Virtual events can include
recorded video in part or
entirely.

Consider how you can
involve people remotely.

Be creative in how you
use Twitter’s features.
Allow
constraints
to unlock
creativity
HomeHome

Creating virtual events worth talking
about
LIVE Insights
TwitterLIVE
Planning
Live streaming consumption has
increased significantly on a global
scale, and adoption will continue to
accelerate.
Millennials and Gen-Z are the
audiences fuelling this consumption
growth (two core Twitter audiences in
APAC).
LIVE is what makes Twitter
unique and engagement with
live events has exploded on
Twitter in 2020.
Virtual Event Themes:
- Launches
- Entertainment
- Support
How to plan a virtual event worth talking about:
- Plan beyond the event day itself
- Prioritise the community
- Design for participation
- Allow constraints to unlock creativity
LIVE Broadcast
Live Brand Studio

Explore all of the virtual event
examples shared today and more!

We can’t wait to see
your virtual events
come to life on Twitter

Questions or Feedback?
Please kindly reach out to your Twitter
Client Partners, or email us
at twittertalk@twitter.com.

Creating virtual events worth talking about

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Creating virtual events worth talking about