September 12, 2018
Video marketing has been all the rage for a few years now, but the type and format of videos is changing. With the introduction of platforms like Snapchat, Facebook Live, and Instagram Stories, live streaming has become the latest trend to capture the attention of an audience.
In fact, according to New York Magazine, 80% of consumers would rather watch a live video than read a blog. However, many brands are still apprehensive to try this avenue of marketing. In that case, here are a few tips and tricks to dry off those wet feet:
The more niche the better. Everyone has seen the generic “behind the scenes” vid of people eating cake in an office. They’re over it. If you really want to capture an audience, tell a story. It can be anything from how your brand was started to a case study from a satisfied customer. The more authentic, the better.
Think outside the box. It may take you some trial and error to hit your sweet spot. Especially when getting so specific. In that case, a little A/B testing can answer the call. Try having separate employees live stream similar concepts and compare the engagement rates. Test it out and go with the theme that works best.
You could have the perfect live streaming concept and video and still be shouting it into an echo chamber. In order to reach the most people with your live stream, you have to know where to perform it. For example, if the majority of your audience resides on Instagram and you are Snap-chatting away, you’re wasting time and money.
Practicing a little social listening to locate your people can easily solve this problem. Put your ear to the rails to see which platform your consumers are chatting on. Google Alerts is a free program that will help you accomplish this task. You simply enter a keyword or your brand name, and every time it is mentioned online, you’ll receive a notification via email.
Nothing is worth doing unless it’s done right. Everyone knows live streaming has its surprises, but that doesn’t mean you have to skimp on quality. In fact, 67% of viewers stated that quality was the most important factor while watching a live stream. Don’t cheat your people.
Do a little setup before turning the camera on. Create a cool backdrop with your logo or schedule a guest to speak. The more you pay attention to creating valuable content, the more people will pay attention. In this case, it’s all about preparation.
The best thing about live streaming is you can actively engage with your audience in real-time. If you’re streaming on Facebook Live, a good tip is to tell your audience to turn their sound on. Facebook videos automatically play with the sound off.
You can also answer questions, call shout-outs, or take the time to poll your audience. The more you speak with people, instead of at them, the more likely they are to tune in again. Then you can turn your live streaming into a podcast that has a life of its own. Tie that back to your brand and watch how it will positively affect your bottom line.
Live streaming is more than just giving the audience what they want. The ultimate goal is engaging with them in real-time and actively getting to know who they are. The more value you provide and the more authentic you are, the more successful your live streaming strategies will be.
So, all that’s left now is “Lights, Camera, ACTION!”
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