Up until recently, the phrase \u2018corporate social media\u2019 referred to a brand\u2019s polished profile and carefully crafted posts. The goal of corporate social media was to establish authority, boost brand recognition, and ultimately, to sell a product. While the goal hasn\u2019t changed, the methodology has.<\/p>\n
As technology continues to advance, social media has become much more dynamic. The most recent trend? Live video. Contrary to the tone of more traditional corporate social media, live video is unpredictable, raw, and personal\u2014a real game changer. <\/span><\/p>\n Predictably, marketers are a bit skeptical. But, research shows, brand audiences are ready for this shift. In fact, 80% would rather watch live video from a brand than read a blog and 82% prefer live video from a brand to standard text or image posts (<\/span>source<\/span><\/a>).<\/span><\/p>\n Ready to learn how to make livestreaming work for your brand? Keep reading.<\/span><\/p>\n Let\u2019s start at the beginning. For those who aren\u2019t familiar, livestreaming is the transmission of live, real-time video, broadcast over social media or a specialized streaming platform. It\u2019s important to note, livestreaming is not the same as on-demand video streaming\u2014where content is typically pre-recorded and often edited. <\/span><\/p>\n With the release of Facebook Live, YouTube, Snapchat, and Instagram live stories, most people are familiar with livestreaming in a personal capacity. Whether it\u2019s a friend sharing their night out or a celebrity answering fan questions, the intimate nature of live video is innately appealing.<\/span><\/p>\n If leveraged correctly, live video can generate the same personal, behind-the-scenes appeal for your company\u2014and as a result, significantly improve your marketing and social media efforts. Let\u2019s get into specifics:<\/span><\/p>\n – Video on social media generates 1200% more shares than text and images combined (<\/span>source<\/span><\/a>).<\/span><\/p>\n – Live content on Facebook receives 10 times more comments than regular videos (<\/span>source<\/span><\/a>).<\/span><\/b><\/p>\n – Facebook Live videos are watched three times longer than videos that aren\u2019t live (<\/span>source<\/span><\/a>).<\/span><\/p>\n When you dedicate your time toward live video, you will engage not just your audience, but also their personal networks as they, share, like, and comment on your livestream.<\/span><\/p>\n Because there are certain risks associated with live-streaming (see more about this below), it\u2019s important to go into your live event fully prepared. We\u2019ve included some tips and best practices to help you get started.<\/span><\/p>\n 1. Platform Selection. <\/b>Now that live-streaming has really caught on, most social media platforms have some sort of streaming capabilities\u2014not to mention independent platforms like Twitch and Periscope that focus solely on live video. It can be hard to decide which platform to use. Here are just some of today\u2019s most popular livestreaming tools:<\/p>\n Before live-streaming for the first time ask yourself the following questions to determine which platform might be best for your organization:<\/span> Once you have a good idea of what your stream will entail, you\u2019ll be able to pick the platform that will best suit your needs. Also keep in mind, some streaming apps allow you to share your live stream across multiple social networks, so if you\u2019re struggling to pick just one platform, an independent app might be the best choice.<\/span> 2. Preparation. The key to livestream preparation is to plan but not produce. You want to know the basic structure of your program but you don\u2019t want your stream to come across as scripted or stiff. After all, the attraction of live video comes from its authenticity. Extreme production and rehearsal will take away from this.<\/span><\/b><\/p>\n <\/b>3. Video Quality. <\/b>While it\u2019s important to prepare your content, it\u2019s even more important to prepare your technology and resources. In fact, video quality is the most important factor for 67% of viewers when watching a livestream broadcast (<\/span>source<\/span><\/a>). Make sure you have a strong internet connection and that the rest of your livestreaming tools are working properly.<\/span><\/p>\n 4. Promotion. Treat your livestream like you would treat a live event. You wouldn\u2019t expect people to just show up to a tradeshow or industry event without any promotion would you? The same goes for a live video event. <\/span> 5. Strategy. As with any other marketing tactic, how you use live video will depend on many different factors. What works for one company may not necessarily work for another company. Our advice is to start small and build on your strategy from there. If you\u2019re looking for ideas, keep reading.<\/span> We cover five of the best livestream ideas toward the end of this article.<\/span><\/b><\/p>\n Because live video happens in real time, there are inherent risks that come with live streaming. Below we give you the three most common risks of live video and provide you with the tools you need to mitigate them. <\/span><\/p>\n 1. Anything can happen. The same reasons that make live video entertaining, also make it extremely scary for companies. One wrong word, awkward pause, or misstep can make a company go viral for all the wrong reasons. The only way to mitigate this risk is to prepare, prepare, prepare.<\/span><\/b><\/p>\n Here are few extra steps you can take to ensure your live stream goes according to plan:<\/span><\/p>\n 2.Technical issues. Sometimes, technological glitches are unavoidable. Plan for them ahead of time to make sure your stream goes smoothly. This means, meet with your IT department to make sure there is no maintenance done during the time of your livestream. Have a backup camera and a backup battery on hand. <\/span> 3. It won\u2019t be perfect. As much as you prepare, there is always a chance that your live video won\u2019t go according to plan. This is something you should make peace with ahead of time. Try to be flexible but always have a contingency plan. The more you livestream, the easier it will be to spot issues ahead of time.<\/span><\/b><\/p>\n Not sure where to start? Here are the livestream ideas we promised you:<\/span><\/p>\n Remember, keep things light and fun in your videos\u2014after all, your audience is there to be entertained. While you can mention products and be professional, if your content is too dry, your visitors will stop tuning in.<\/span><\/p>\n After your livestream, your job isn\u2019t over. You now have valuable content to repurpose, build off of, and reshare. Start small. Each livestream will be a learning experience; analyze your results, regroup, and modify your technique for your next stream. Happy streaming!<\/span><\/p>\nWhat is Livestreaming? <\/b><\/h2>\n
Live-streaming for Business<\/b><\/h2>\n
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Live-streaming Best Practices<\/b><\/h2>\n
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\n<\/span>Try one, or try them all and compare results. But, don\u2019t skimp on platform research\u2014selecting the wrong one could be the difference between a successful stream and a massive failure.<\/span><\/p>\n
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\n<\/span>In the days and weeks leading up to your livestream, be sure to promote the event through your typical marketing channels\u2014email, social, digital ads, etc. Be sure to include the platform, the URL, the time, and date of your livestream. <\/span>
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\n<\/span>It can also help to offer a discount code, giveaway, or free trial as an incentive for your audience to tune in and participate.<\/span><\/b><\/p>\nLive-streaming Risks<\/b><\/h2>\n
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\n<\/span>Provide a twitter account or support channel at the start of the stream. Should your video go down, communicate with your audience using these channels. Let them know when the stream will be back or if it\u2019s been rescheduled. <\/span><\/b><\/p>\n8 Ideas to Kickstart Your Streaming Strategy<\/strong><\/h2>\n
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