There are many companies playing with livestreaming content at the moment. Some of the largest brands in the world all the way to the smaller mom-and-pop retail outlets. Everyone is trying to take advantage of this new method of reaching their customers. So how to we all make sure we’re following the right steps? Well, Amy Gesenhues over at MarketingLand caught up with a handful of Agencies and Brands that are using livestreaming right now to determine what’s working best for them.
Promoting Your Live Show
When it comes to maximizing exposure for an upcoming live streaming, simply going live at a predetermined time won’t cut it – at least not without promoting it to viewers well in advance.
Rather than giving away every detail upfront, tease the viewer. A short video teaser can be designed to entice the viewer into paying attention, and even counting down, to the time of your live stream.
Influencers are often key to tempting the viewers’ interests and ensuring awareness. Never doubt the power of influencer networks relevant to your brand’s target audience. A few shares on social media from prominent influencers can go a long way. – Effi Atad, CEO for Showbox.
Your livestream should have a clear purpose, goal, or event. The easier it is to for the audience to answer the question “Why should I tune in?” the better off you will be.
Length is also important. We’ve had success with shorter, more focused 10-minute livestreams as opposed to longer 20-minute-plus streams.
Having a surprise or teasing a reveal at the end of the livestream increases the likelihood that viewers will tune into the whole video. – Cory McConnell, Director of Video Content at Render Media.
Lighting and sound are important. There are some limitations in doing lives because we use mainly our phones. Making sure we have the best possible lighting and that we are in a relatively quiet space go a long way in ensuring a solid experience for the audience.
Always match your camera crew and equipment to the desired production result. Could an intern with a smartphone deliver the highest fan engagement, or does it require a professional crew and higher level multi-camera production? – Scott Maxworthy, Head of Digital Commercialization for the Cronulla Sharks.
Use the real-time feedback in the comments to your advantage. This is not as easy as it sounds. Having appeared on live broadcasts, the biggest challenge is juggling the task of being on camera with reading and monitoring feedback on an iPad, but it’s so worthwhile. – Maia McCann, Editor in Chief for LittleThings.
Don’t rely on the audience to ask the good questions, be prepared with your own if you need to steer the conversation and spur the audience to participate. – Bibi Nuñez, Executive Producer of Video & Photo, for the digital media agency CafeMedia.
After the Broadcast
The live-stream has the potential to live on way past its streaming date, so think about how to promote after the event too.
BuzzFeed knows exactly how to use the live-stream to target an eager and engaged audience, and although this bizarre watermelon experiment generated an impressive 800,000 concurrent viewers at the time of broadcast, it picked up a further 9.2M views in the week after it had been broadcast live on Facebook. – Carla Marshall, Editor in Chief for Tubular Insights.
If you are trying to figure out how to fit livestreaming into your content marketing strategy, contact your Digital Media Producer and discuss what you hope to achieve so that they can help facilitate your marketing plan.