Right now, live streaming is the most talked about marketing tool among digital marketers. The experts say that 2019 is going to be the year where live streaming will be one of the best ways to reach a more and precise target audience. As the number of people watching live streaming is increasing, companies are continually updating their strategies to improve the results they get from live streaming. Let’s see a few tips.
Use a proper tool
The best way to stream a live video for your business is to use your website. It will not only deliver all the traffic to your website but will also help you earn a hefty sum of money out of all the hard work you do to do live videos.
However, if you want to do a live video on social media, there are plenty of options like Facebook Live, Twitter’s Periscope and Instagram Live to name a few. If your target audience is more active on Facebook, it won’t make any sense to host a live video only on your website. You can simultaneously broadcast it on Facebook. Facebook live videos are preferred by viewers these days. They are being watched three times more than the regular videos. Once your live stream on the Facebook ends, it is automatically converted in a video and stays on your page for your followers.
Periscope, owned by Twitter is a great way to inform your followers about live streaming. All you have to do is to post the link of your live event on your Twitter profile like a regular tweet, and all your followers will be able to watch the live.
Just like Facebook Live, Instagram live can be watched in the live stories, and the profile highlights after the live streaming is over. If the live streaming is saved by the user in the highlights, followers can watch it repetitively.
Many times, people think that their usual Wi-Fi is sufficient for a live event. It is okay to use Wi-Fi if you are going live casually and are not expecting excellent quality. However, for services or product launches, you require the best quality upload which is only possible if you select a dedicated network that no-one else is using. When you are the sole user of a network, there are minimum fluctuation. Also, the quality is the best. A simple rule to get the best quality with a minimum disturbance in the network is: the upload speed should be twice of the bit-rate intended to be streamed.
Having a backup is always right no matter what you are doing. Recording a backup for an on-going live streaming video is helpful in case if you run into a mishap or run into a bandwidth issue. Plan for a file transport for recording purposes if you want to upload to a repository or a server. You can also break down the recording and post it on your website in bits and pieces to create more engagement.
Addressing the audience’s needs
Which live streams are most popular? The ones that solve viewers or target audience’s issue or introduce them to a new product or a service. Live streaming enables you to engage your viewers to be equal participants and to address their concerns. Typically, in most of the live streams, viewers can comment to communicate. So, if you are planning on asking for live and instant feedback from the end users or if you want your viewers to ask questions, prepare your stream accordingly. Answering questions in the middle of the stream keep the viewers more engaged.
Often, when companies plan live stream, they forget to consider the time difference between their location and the location of their target audience. If the time of you live streaming isn’t convenient for your target audience, it won’t be successful. If you are broadcasting globally, you need to choose a time that is most fitted for most of your target audience.
Like any other event, building promotion around your live stream will increase the number of viewers. Promoting through various channels like your website, blog, social media profiles, etc. will create more awareness about your live event. Also, reminding the viewers about the date and time of the over and over again makes sure that the details do not slip through their mind. Building curiosity around the event and running a proper campaign also proves to help increase traffic.
Utilizing the learning from previous live streams can help you improve and improvise the upcoming ones. There is always scope for improvement even for the biggest and best live streaming service providers who have been in the business for a long time. Also, before every time you go live, test the sound quality, upload quality and lights. All these things play a crucial role in a successful live event.
Post-event follow up
If possible, right when your event is about to end, thank your vendors, sponsors, professional team and everyone else who was included to make the event successful. The live streaming was successful; now you need to check if it was fruitful too. You should have a plan in place to calculate the fresh leads, traffic on your website and increase in overall insights. Analyse and examine your data to improve your next live stream.
You can also send the event’s link to the guests who couldn’t attend it, make clipping highlights for social media posts extending the shelf-life of your event. Additionally, you can create a teaser or trailer video for upcoming events and blog posts.
There are plenty of practices to take a live streaming event from basic to the best one. However, these will help you reach the milestone faster.