Livestream video has become a huge trend in social media marketing, with platforms like Facebook pushing it more and more aggressively. That push is not without reason, and not without results: Some studies show that Facebook users spend three times longer watching live video than they do pre-recorded fare.
Many brands are using livestream video to yield real results—in particular, brands that use video to be authentic, relatable, and direct in their outreach to consumers. Hopefully, your brand has also seen some good results from live video streaming. If not, it’s not too late. There are some strategies you can implement to make live broadcast a jewel in your marketing crown.
How to Get Results with Livestream Video
Here are some quick tips for getting going:
- Understand that there are a lot of platforms out there for streaming video advertising, including some fairly sophisticated ones that will give you great control over your presentation. For most companies, though, the best way to approach live video streaming is to simply be human—make it quick, casual, and engaging. For these purposes, Facebook Live and Periscope, both free tools, are perfectly fine.
- It’s also important to know why you’re embracing live streaming; without a particular goal, there’s really no sense in doing it. Using live video to announce a new product is one way to go, and that’s worked well for companies like Apple. It can work for smaller businesses, too, but if you don’t necessarily have new products to showcase, then you may instead use it for more personal interactions with your consumers. Take live questions, provide a quick “seminar,” offer a behind-the-scenes tour of your office, or interview an employee. Again, the goal here can be making your brand more human and relatable.
- You also want to ensure the right on-camera talent. You want someone who can be “real” and engaging—in other words, not a trained actor. You don’t want your live video to be too polished, but you may want to ensure that the person you choose is comfortable speaking in front of a camera; also, it doesn’t hurt to rehearse before broadcasting. Finally, if you’re doing a product showcase or demo, someone who knows the product inside and out is obviously preferred.
- As for production values, you’re likely going to be using the built-in livestream app on your mobile device or laptop, and that’s fine—but you want to ensure you’re in a room that’s well-lit, and that you pick a time and place that’s not going to be too noisy or chaotic. Your video should seem authentic, but it also needs to be watchable.
- Finally, remember that a live event does not mean an unplanned event, and there is great merit in announcing your stream ahead of time to try to bring in as many viewers as you can. Social media and email lists can be great tools for drumming up some interest.
Live Streaming and Integrated Marketing
Live streaming should play into the broader marketing strategies you’ve set in place for your brand. That means a full, comprehensive, integrated marketing plan. To learn more, we encourage you to contact the enCOMPASS team today.
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