Live streaming – how to do it well

Live streaming – how to do it well

The rise and success of video content is undeniable in today’s digital world. With recent
developments in live streaming functionality across social media platforms such as Facebook,
Instagram and YouTube, it is fast becoming a necessary medium by which to connect with
consumers.

Live streaming video is an extremely effective way for businesses to reach their target audiences.
It helps to provide an authentic human element to marketing campaigns, boosts customer
engagement and enables digital communications to feel more personal and exclusive. It is no
wonder that Facebook users spend three times more time viewing live videos than traditional ones.

There are many different types of visual content that benefit from live streaming. These include:

  • ‘behind-the-scenes’ footage
  • Q&A sessions
  • short interviews or ‘meet the team’ segments
  • product reviews, unveilings and ‘sneak peeks’
  • ‘how to’ or other training sessions
  • amusing content/humanising the brand

As you can see, live streaming video is an extremely versatile marketing tool. However, to tap into
the benefits of this marketing medium, it needs to be done well.

Preparation is key

Whilst one of the benefits of live streaming is its authentic, seemingly ‘off-the-cuff’ nature, without
adequate preparation you’re not going to harness its potential. Live streaming needs to be
considered within your overall marketing strategy – with the usual analysis of audience
preferences, as well as understanding your live stream’s relationship to the rest of your marketing
communication efforts. Is it a standalone concept or does it work best in conjunction with other
aspects of your strategy?

If you’re live streaming an event, the groundwork must be in place to create the hype that will drive
viewers to watch. Of course, the timing of your live stream will be key when thinking about your
target audience, as well as letting your audience know when to tune in. Don’t forget however that
on some platforms your reach can continue to grow with every playback. Remember, continuing to
market and share your video afterwards will keep the momentum going.

Streaming live video taps into the human desire to enjoy vicarious experiences. This is why live
streaming works so well, particularly for events. But you have to let the viewer feel like they are in
the room with you, so plan out the journey you’ll take them on. Show them things they wouldn’t
normally get to see in the ways they would normally interact with your business or brand.

Engage with your audience

The biggest strength of live streamed video is its ability to add an authentic and transparent voice
to your marketing message. Moving away from more traditional, scripted techniques enables real
time responsiveness which makes it possible for viewer-lead content.

Allowing users to comment on live stream videos, and then reacting to them, can lead to greater
satisfaction of consumer needs, desires and questions. This in turn can positively impact the way
in which prospective customers respond to your business or brand, as well as creating a closer
bond with your existing clientele.

Live streamed content can also encourage a feeling of exclusivity, making the audience feel that
they have been a part of something that others have not. This is particularly true when streaming
events, going behind-the-scenes or providing a ‘sneak peek’ of a new product. You can enhance
this impression by offering discounts or deals within a live stream that cannot be obtained
elsewhere.

Make it pay

Marketers can use social media live streaming channels to keep their business at the forefront of
their followers’ minds. If users have opted in, a notification will alert them to channels that are
about to go live, and users will have to act fast as on some platforms, such as Instagram Stories
Live, the video will disappear after the broadcast ends.

It is important to keep your audience engaged as today’s consumers have short attention spans
and a wide variety of alternative options. Make it clear from the outset of your broadcast what your
intentions are for the time they will spend watching you, and what they will get out of it. Limit your
time to no longer than 5 minutes as it will be hard to continue to provide engaging content beyond
this.

During live streaming, whilst you have caught your audience’s attention, it can be beneficial to give
them a call to action – making them aware of promotions, new products or services. Whilst this
tactic is not appropriate for every type of live streamed video, in some cases it can be an effective
strategy for creating a sense of urgency, driving consumers towards the action that you want to
effect.

 


Air Social are a team of inquisitive minds with big personalities and one goal – to help you get your message out there and generate genuine business enquiries. Whether you’re a new start-up or a long established company, our team of experts know how to deliver the right approach for you.

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