Live video streaming is gaining all attention in the digital world right now. All marketers ranging from giant conglomerates to naive startups leave no stone unturned in making the best use of live streaming services.
A study reported people are likely to spend three times longer time to watch a live streaming video compared to a non-live streamed video. Being a live streaming service provider, here are some tips that we would like to bring to your light if you are choosing a live streaming video to communicate:
1. Choosing the right tool:-
While there are numerous live streaming tools available, Facebook Live and Periscope are among the most popular ones. Let’s take an overview of both of them:
Facebook Live: You can stream live on your Facebook’s business page or personal profile directly from your phone’s Facebook app. Once the broadcast starts your followers and connections get notified that you are live streaming. Many corporate companies use Facebook live to address their customers and clients by holding a Q&A session or giving a sneak peek, etc. Well, this is not all, viewers can also participate and interact in the live streaming by sharing comments and reactions.
Periscope: Owned by Twitter, Periscope is yet another live streaming application that businesses use for a similar purpose. However, the major difference is its integration with Twitter. Simply post your live stream video to Twitter so that your followers can watch your Periscope broadcast as it auto-plays in the tweet. It is mainly used by the businesses who’s target audience is more active on Twitter as compared to Facebook.
2. Promoting the broadcast in advance :-
Imagine that you are broadcasting but there is no audience to view it. It is of no use, right? If nobody knows that you are streaming, you’ll not have the audience. Thus, marketing your broadcast in advance is very important.
You can schedule your broadcast online and share the link of the same on social media. People following your page or registered with you will be notified about the event with a countdown and a reminder. They will also be notified when you start live streaming the event.
Go beyond the use of live streaming tools, create images for live streaming videos with the event details like date, time, platform, etc. Share it via email and all social platforms to spread awareness. Talk about it in your posts, blogs, forums, discussions and articles.
3. Creating an engagement plan:-
Live streaming is the best way to interact with your audience as the viewers get the chance to communicate with people behind the brand. They ask you questions they are keen to know about so give your best shot to answer them or have a host to pick the questions that you want to answer and discuss them in the live streaming.
You can also greet them to begin the conversation, ask them basic questions like where are they watching from, what interests them about the event, etc. You’ll be surprised to see that you’re getting views from all around the world.
Have a list of talking points and questions that you want to address to your viewers in the streaming.
4. Including the right call to action:-
Ensure that your viewers always look forward to hearing more from you. Create awareness about how they can be in touch with you. Tell them to subscribe to your newsletters and join your social network. Share some of the valuable content that interests them. Allow them to keep some content for free download, or signup to view the video and the list goes on.
These social media streaming tool helps you plan your call to action in the broadcast. Be it downloading an extract of the content with the help of a link or by allowing it to view by signing in.
5. Extending the life of your live stream video:-
You can increase the shelf life of your live stream video after the broadcast. Facebook live saves the broadcast by posting it to your profile, while the videos in Periscope disappear after 24 hours. However, its auto-save feature helps you to record and save the same on your phone. You can publish this recorded video on varied other social and digital platforms like YouTube.
Additionally, you can also create a playlist of your broadcast videos to make it easy to find. Furthermore, you can link these live streaming videos to your newsletters, blog posts, and emailers as well as talk about the topics you covered or write a recap in your blog posts.
Besides, these popular platforms there are other platforms like Instagram live video, YouTube live video, and Blab with varied features. Moreover, even Linked In is experimenting with its live video feature for influencers.
Marketers need to understand that live streaming is a viable content that needs promotion across the platforms. It helps you determine the best platform with maximum viewership for your broadcast. It is advisable to use one or more platforms to expand your live audience with the same content.
However, live streaming is special due to its higher interactivity and participation of the audience. Thus, the first thing to do is build an exciting content and second is to choose the right marketing mix for the promotion.