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Social media live stream event has quickly become an important tool for businesses to use to better connect with their target audiences and humanize their brand.
Video has never been more popular, with 45% of people watching an hour or more of video each day and 79% of consumers saying they’d rather watch product videos than read about a product.
Live streaming presents the perfect opportunity for your business to engage and entertain its followers. The key is to execute it.
The following article will explore the benefits of live streaming, offer quick tips for streaming success, and show how your next live event can provide months of quality content for your brand.
The importance of live streaming in 2019
In today’s digital world, consumers are constantly stimulated by a wide variety of online and offline elements. Live streaming captures the attention of audiences by creating a more interactive experience.
In fact, people spend 3X more time watching live-streamed content on a streaming platform than they do watching pre-recorded videos. According to a recent survey by Livestream, 82% of respondents prefer live videos from a brand to standard social posts.
Besides most users’ preferred mode of content, live streaming allows brands to connect with audiences on a more personal level. Video of a live event increases brand favorability by a whopping 63%. With consumers enjoying their share of selection across the marketplace, building a positive reputation with your audiences will go a long way in boosting customer loyalty.
Live streaming also increases your exposure exponentially. “Maybe the best thing about live streaming is you can make your audience larger simply by streaming meaningful content in the online world,” writes content marketer Steve Olenski. “Doing so is a good idea,” he continues, “because the larger your audience is, the more chances you get for converting those persons into paid customers, and the results will show in the long run.”
It’s clear that if you’re not live streaming—it’s time to start.
But where should you begin?
Follow these steps on how to create awesome social media live stream events.
Live streaming an event is an excellent way to promote your brand, your products—the event itself. However, not all live streaming is created equally. The following suggestions will help make sure that your efforts are as potent as possible.
Choose the right platform:
First things first: In order for your live stream to be as successful as possible, you must use the most beneficial platform. Traditional social media platforms Twitter, Instagram, and Facebook all offer live streaming options, and broadcasting from your profiles will give your followers the greatest accessibility.
Promote your event:
You want as many people as possible to tune into your live event, so be sure to promote it across all your social media channels. Create a buzz around the event throughout the days leading up to it via social media posts, sponsored ads/content, digital invitations, etc. Another great way to get more viewers is to invite a co-host to join you. This could mean another brand, a social media personality, a blogger, a representative related to the event, etc. Having an additional party involved in your live event means you’ll gain access to their followers and increase your audience.
Set the scene:
Your live stream reflects your brand, and it should be conducted professionally, and to the highest standards. Never underestimate the importance of production value. Before beginning, make sure you’re in the right setting, that you have the correct technical equipment, and that you have a strong and dependable internet connection. Viewers aren’t patient, so if your live stream event is interrupted due to technical difficulties, you’ll lose much of your audience.
Benefit Cosmetics seem to have mastered the fine art of the live stream. Browsing through their past live videos on Facebook, you can see how expertly crafted they are. While the tone is casual and conversational, the setting remains true to the brand’s vibrant pink color palette. The footage is clear, the hosts are presentedand the content is easy to hear—and digest.
Create a great title:
The title of your live stream should entice viewers to tune in and apply to the subject you discuss, or the event you’re broadcasting.
Create a hashtag:
Using a custom hashtag for your event is a great way to keep your content clustered together so it can be easily found. Use hashtags when posting or discussing anything event-related.
Include a call-to-action (CTA):
Your live event should include a call to action for your viewers to complete. This could include visiting your website, signing up for your email list, liking and/or sharing the video, subscribing to notifications, etc. You’ve given your audience some great entertainment, and now it’s your turn to ask for something in return.
Engage your viewers:
So, your event is live and your viewers are tuned in. You’ve completed the first step of gaining their attention. Now, it’s time to wow them and gives them value for their time.
Welcome viewers, introduce yourself, give them a shout out, answer their questions, respond to comments, and cover the things they’re likely to be most interested in. If your resources allow, you should have a colleague watching and responding to comments from another device. Facebook Live drives comments at 10 times the rate of non-live videos, so preparation is key.
Nordstrom, U.S. department store, hosts a series of interesting live events which include question and answer sessions with top-name designers. These are not only extremely relevant to the Nordstrom brand, but they are also great ways to get audiences involved in the excitement, regardless of where they are in the world. There are opportunities for live audience members and social media users to ask questions, so engagement is always peaked.
Live stream for at least 10 minutes:
After you begin your broadcast you’ll start appearing in people’s’ feeds. The longer you broadcast, the better the chance you’ll have of being discovered and having your video viewed. You’ll also see better results when likes, comments, and shares start rolling in and increasing your exposure. Give your video the chance to marinate and excel.
Ongoing content following your live stream events
Just because your live stream has concluded doesn’t mean your work is finished. Use the momentum created from the event to catapult your brand forward.
In fact, live streams offer a wealth of content possibilities even after the camera stops rolling. There is plenty of content found within your live streams that can be repurposed for your benefit. Maximize your live streaming efforts by completing the suggestions below.
- Use your existing event footage to create snippets of the below, to publish online throughout the following months:
Note: The above should also serve as a reference for the content you should attempt to acquire during the live streaming of your event. The more of these you have, the more content you’ll be able to repurpose going forward.
By now, you should well know why live video streaming is such a vital element of your social media strategy, and understand how you can execute it successfully. You should know how to make the most of your live event (and get months of material!) by repurposing and reinvigorating your content.
Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work in the Marketing department, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.