The evolution of live video news is far from over, especially when it comes to web and social media. As digital news providers continue to expand their live offering, new challenges and opportunities are constantly emerging.

We recently hosted a master class, “How to Make Live Work for You,” at the 2016 Global Editors Network that covered best practices and guidance in the delivery of live video news for digital news providers.

The full recording, featuring Head of International Video News Derl McCrudden and Director of International Development and Partnerships Paul Shanley, can be found below:

During their remarks, they shared the four types of live video news stories that seem to attract and sustain audience interest:

Breaking news – In today’s 24/7 world, audiences have an expectation of quickly seeing video of breaking news stories, and live where they can. With that in mind, the audience won’t stay loyal to a brand if they aren’t getting what they want. Additional content that gives context, such as archive footage, is also driving engagement.

Anticipation – Live coverage allows viewers to take a front-row seat at an event. But it also allows them to experience the anticipation that something might happen. Viewers can be with the crowd in St. Peter’s Square waiting for the white smoke to appear announcing a new pope, or in the press conference room waiting for news of a deal in peace talks.

Immersion – Live television has always been about taking people to the scene; now viewers can see the Vivid festival in Sydney, or experience the bull run in Pamplona while the bulls are actually running through the streets. These aren’t traditional news stories that most stations would run live (unless these stories were happening locally).

Interaction – Live on social means the audience can talk directly to those in control of the camera.

For more insights on live video, click here.

Jake Kreinberg

Jake is the text and multimedia product manager at The Associated Press and the former editor of Insights. He previously covered college sports as a reporter for AP and helped design its multi-year strategic plan. Have feedback about the blog? Contact us at insights@ap.org.