We’ve all heard the buzz: live streaming is going to be the next thing for businesses, broadcasting and brands.
In fact, 51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI and 74 percent of Internet traffic is expected to be video in 2017, according to Invodo Video Stats Report,
Viewers are drawn to the authenticity and immediateness of video bloggers. You can speak to them live from their bedrooms. The rise of live streaming platforms like Meerkat, Twitch and Periscope capture that drive towards the live moment, being in the now. Online influencers appreciate that fact that there is basically zero production time, and audiences are willingly making the switch from YouTube and Instagram.
Live streaming is like TV and public speaking wrapped into one. And it’s very profitable. Some marketers have made thousands of dollars from a single live stream simply by promoting a product at the end. In fact, more and more live streaming platforms are offering innovative ways of monetising content including branded content and virtual gifts.
More and more people want to give live streaming a try, however, with so much other social media activity already in play — scheduling tweets, analyzing Facebook ads, creating engaging posts, etc. — they may put it off.
To get started, it’s better not to think of live streaming as its own entity. Instead, consider it a critical piece of your overall social strategy.
“People are looking for content that is REAL and LIVE” Vigor Sörman at #miptv v/ @_CBCullen
— Frédéric Hermelin ✎ (@fredhermelin) April 4, 2016
Share Live Stream Recordings On YouTube
Every piece of content you create can serve multiple purposes. Live streams are no different. Live streaming platforms like Periscope and Blab will provide you with an MP4 file of your finished live stream, which is easily sharable on other platforms like YouTube.
If you have a podcast, you could even turn your live streams into MP3 files.
Making the switch to a live streaming platform will allow you to be active on more than one platform. Consistently produce live streaming content and upload it to YouTube to keep that channel active and content rich as well.
I’m a big fan of feeding two birds with one scone. Live streaming lets you tap into an incredible opportunity for expansion.
Tweet The Link The Moment You Go Live
Live streaming platforms give you the option to tweet live links, and sharing those links with your Twitter audience automatically broadens your live stream audience: your followers simply click on the link to watch you live.
As live streaming becomes more advanced, it will be possible to share live links across several other social media platforms.
The key benefit to sharing the link with your social media audience is that you will initially get a bunch of people to view your live stream. That initial audience will provide you with immediate, live interaction.
If you want people to engage with you during the live stream (i.e. ask questions), you need to build an audience.
Use Social Networks To Generate Anticipation For Your Live Streams
Live streams provide a high level of interaction. However, interaction doesn’t have to begin and end with the live stream itself.
Consider each live stream an event that none of your loyal fans would want to miss. The live stream itself should be engaging and valuable, but an awesome live stream doesn’t possess the same gusto as an event.
To bring that gusto into live streaming, you need to create anticipation. Let your audience know in advance when you’ll be broadcasting a new live stream. Set a specific time and date for weekly live streams and share that information with your audience.
One reason popular TV shows perform so well is because viewers always know when to watch. When Supergirl was on CBS, I always knew when to tune in: Mondays at 8 pm EST. At the end of each episode, I knew the next episode would air at the same time the following Monday. Virtually every TV show has a scheduled time, and your live streams should follow the same method.
You can also market some of your live streams like webinars. Use your social networks to promote a landing page, and when people subscribe, you can occasionally send emails reminding them about the time and date of your live stream.
And if your live stream is Q&A based, you can use social media to garner questions in advance.
Bonus Tip
At the end of each live stream, be sure to let your audience know when they can attend the next one.
In Conclusion
Live streaming is quickly becoming an essential part of the marketing tool kit for brands and businesses. If you’re still making excuses not to get started, you’re missing out on a great opportunity.
Live streaming can easily be integrated into your current social media strategy without a large investment in time or production. A good live stream can be carried out in 10-15 minutes, with an extra 15-20 minutes for preparation. That’s extremely doable if you aim for one live stream per week.
Indeed, the best strategy is to start by limiting yourself to one live stream per week. As you become comfortable with your chosen platform and begin to see results, consider increasing your weekly live streams.
Build your live streams gradually, not automatically, and focus on offering your audience valuable information that prompts interaction.
What are your thoughts on live streaming? Have any tips for us? Sound off in the comments section below.
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