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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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NIMC Introduces Paid National ID Card Amid Low Revenue

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Nigerians will start paying for the new national identity card due to low revenue, according to National Identity Management Commission (NIMC).

NIMC Introduces Paid National ID Card Amid Low Revenue

Dr Peter Iwegbu, head of card management services at NIMC, said the payment was to ensure that it was produced for only those who needed it.

Iwegbu stated this at the  two-day conference organized for journalists in Lagos.

He also added that the decision was made to avoid repeating the mistake of the past efforts to issue physical cards to Nigerians for free, which many did not collect.

“The government’s limited revenue is also a major factor in the decision to make Nigerians pay for the new ID card,” he said.

Iwegbu explained that due to the low revenue generated, the government could not fund the production of ID cards.

Mr Lanre Yusuf, director of Information Technology at NIMC, explained that the idea of a free national ID card in the past was not productive.

“To get the new national ID card, Nigerians will need to make a payment, select a pickup location, and then collect their card from the chosen location.  The government has implemented programmes to make the card accessible to the less privileged Nigerians who cannot afford it but require it to access government support.”

“This initiative demonstrates the government’s commitment to inclusivity and equality,” Yusuf said.

He said that the versatile cards were scheduled to launch soon, and sample test cards had already been received.

“NIMC is working with banks across the country, which will make it possible for people to walk into any bank closest to them and request the card.”

“The new national ID card is a multipurpose card that can serve the purpose of identity verification, payments, and even government services,” he said.

The card will be enabled for all government interventions and services across various ministries, departments, and agencies. The card, powered by AfriGO, was launched in partnership with the Central Bank of Nigeria and the Nigeria Interbank Settlement System.

 

 


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Cycling Enthusiasts Gear Up for FXTM-Sponsored Lagos Monthly Crit

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Cycling enthusiasts, gear up for an exhilarating experience this Saturday, November 23rd, as FXTM proudly sponsors the Lagos State Monthly Crit at Dolphin Estate, Ikoyi, Lagos.

Interested participants should register at 6:30 AM and prepare for the main race, kicking off at 7:30 AM. Participants will compete for four thrilling hours in three categories: Professional, Junior, and Veteran.

The top prize starts at $500, adding an exciting competitive edge to the event. There will also be refreshments, music and an opportunity to socialize with like-minded individuals.

FXTM, known for its global commitment to promoting fitness through charitable cycling events, is thrilled to bring this spirited race to Lagos. Riding has always been synonymous to freedom, matching the company’s value of freedom to succeed.

The event not only aims to foster a love for cycling but also to enhance community fitness and well-being.

The stand-in Country Representative for FXTM, Kelechi Ehibudu said: “We are thrilled and delighted to sponsor this event as part of our charitable project.

“We look forward to an exciting time with all participants from all works of life. It’s going to be action packed event.”


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Google Rolls Out AI-Powered Theft Detection for Android 15

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Thembi Alfreds was driving home from a soccer match in Johannesburg when she stopped at a traffic light. A thief suddenly appeared and smashed the window of her car, grabbing her phone. She struggled with the thief but they managed to get away with the phone.

The incident left her feeling violated and unsafe. Not only did she lose personal memories, like photos of her children, but her personal and financial information stored on the phone was now compromised.

Phone theft is a serious concern in many countries across Africa, including South Africa, where Thembi’s situation highlights the need for better phone theft solutions.

Smartphone usage is on the rise in Sub-Saharan Africa, with adoption rates reaching 61% in Kenya, 31% in Uganda, and 24-25% in Rwanda and Burundi. This increased uptake has been accompanied by a rise in cellphone theft, as these devices become attractive targets for criminals due to their resale value and sensitive data within. This poses a significant challenge that can have serious consequences for both individuals and businesses in the region.

According to the GSMA Consumer Survey 2023, 19% of mobile phone users in South Africa experienced theft or loss of their device in the past year.The GSMA reports millions of devices stolen every year, and the numbers continue to grow. With our phones becoming increasingly more valuable & central to storing sensitive data, like payment information and personal details, losing one can be an unsettling experience.

Phone theft can be a traumatic experience, but there are steps that can be taken to reduce the risk and protect personal information. That’s why we have developed and thoroughly beta tested, a full suite of features designed to protect you and your data at every stage – before, during, and after device theft.

These advanced theft protection features are now available to users around the world through Android 15 and a Google Play Services update (Android 10+ devices).

Theft Detection Lock uses powerful AI to proactively protect you at the moment of a theft attempt. By using on-device machine learning, Theft Detection Lock is able to analyze various device signals to detect potential theft attempts. If the algorithm detects a potential theft attempt on your unlocked device, it locks your screen to keep thieves out.To protect your sensitive data if your phone is stolen, Theft Detection Lock uses device sensors to identify theft attempts.

This feature is rolling out gradually to ensure compatibility with various devices, starting today with Android devices that cover 90% of active users worldwide. Check your theft protection settings page periodically to see if your device is currently supported.

In addition to Theft Detection Lock, Offline Device Lock protects you if a thief tries to take your device offline to extract data or avoid a remote wipe via Android’s Find My Device. If an unlocked device goes offline for prolonged periods, this feature locks the screen to ensure your phone can’t be used in the hands of a thief.

If your Android device is lost or stolen, Remote Lock can quickly help you secure it. Even if you can’t remember your Google account credentials in the moment of theft, you can use any device to visit Android.com/lock and lock your phone with just a verified phone number. Remote Lock secures your device while you regain access through Android’s Find My Device – which lets you secure, locate or remotely wipe your device. As a security best practice, we always recommend backing up your device on a continuous basis, so remotely wiping your device is not an issue.

These features are now available on most Android 10+ devices via a Google Play Services update and must be enabled in settings.

Advanced security to deter theft before it happens

Android 15 introduces new security features to deter theft before it happens by making it harder for thieves to access sensitive settings, apps, or reset your device for resale:

  • Changes to sensitive settings like Find My Device now require your PIN, password, or biometric authentication.
  • Multiple failed login attempts, which could be a sign that a thief is trying to guess your password, will lock down your device, preventing unauthorized access.
  • And enhanced factory reset protection makes it even harder for thieves to reset your device without your Google account credentials, significantly reducing its resale value and protecting your data.

Later this year, we’ll launch Identity Check, an opt-in feature that will add an extra layer of protection by requiring biometric authentication when accessing critical Google account and device settings, like changing your PIN, disabling theft protection, or accessing Passkeys from an untrusted location. This helps prevent unauthorized access even if your device PIN is compromised.

Real-world protection for billions of Android users

By integrating advanced technology like AI and biometric authentication, we’re making Android devices less appealing targets for thieves to give you greater peace of mind. These theft protection features are just one example of how Android is working to provide real-world protection for everyone. We’re dedicated to working with our partners around the world to continuously improve Android security and help you and your data stay safe.

You can turn on the new Android theft features by clicking here on a supported Android device. Learn more about our theft protection features by visiting our help center.


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