ABSTRACT
Improvisation is great if we belong to a jazz band or are a stand-up comic. But it's probably not the best approach if we want to take live-streaming seriously. As the saying goes: 'Proper Planning Prevents Poor Performance'. And that's particularly true for a business broadcast. Live-streaming is a tool, not a strategy in itself. When viewers see our live-stream in their feed, they have just a few seconds to decide whether to click through and watch 'constructively'. 'Consistency' is a staple of strong branding. Good show-production quality suggests good actual-product quality. Indeed, as the volume of live-video increases, audiences will demand better-looking shows. The main thing to remember is the reason to go live. If recording, editing and uploading the content instead would create a better user experience, then do that. So keep considering the value this live-stream offers to those who choose to watch and think.
