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Services Work About Insight

Live streaming: Should you take the plunge?

Jess Messenger
Blog

If your business is active on Facebook, you’re likely familiar with the Facebook Live feature, which allows you to broadcast video in real-time to your followers from your phone or tablet. Vimeo is also getting into the live streaming game with its recent acquisition of Livestream. What’s great about live streaming is that it allows a brand to drive engagement with the initial viewers and then leave a lasting impression on those watching the video after the fact. Videos can help increase traffic to a social media page or website promoting a product, service, event or important cause, and can potentially drive sales.

So is live streaming right for your business? And if so, how can you best approach it? Follow the below tips and you could be the next viral sensation, just like “Chewbacca Mom”.


1  Only broadcast interesting content

According to research, humans have shorter attention spans than goldfish at about 8 seconds. If you’re going to host a live stream video, you need to make sure your content is attention-grabbing while also being clear. If the viewer doesn’t understand the purpose of your video within a few seconds, they’ll likely navigate away from it. Ask yourself, “would I watch this video and find it interesting?” to help guide your strategy. Consider going live for a viewer Q&A, an interview, an exciting industry event, a training opportunity or a product unveiling.


2  Be prepared

You can’t edit these videos after they’re shown so keep the messaging consistent with your brand and jot down a few key talking points to address. Practice makes perfect, so although your first go at live streaming may not be the smoothest, you’ll improve with each subsequent broadcast.


3  Promote your live video

Once you’ve decided to go live, promote your intention to do so before you actually go live. It’s also best to go live during times when your followers will be online to boost the number of potential viewers. Facebook claims users spend 3x more time and comment 10x more when the video is live. Schedule social media posts across your other channels to drive traffic to your video as it occurs.


4  Engage with commenters

Since comments are visible as they are submitted, live streaming allows you to provide answers and responses on the spot. You should also review the comments following the live broadcast to address any unanswered questions.


5  Promote video content afterwards

Remember that the bulk of your video views will likely occur as replays after your video has aired. To capture these additional views, share your video across your social networks even after the camera is no longer rolling. You may also want to consider repurposing your video into a blog post or downloadable guide, for instance, to address audience questions and key takeaways.


Live streaming can help personalize your business by giving followers a behind-the-scenes look at key events, new products and the people who are integral to your brand’s success. It also enables your company to share important insights and updates with fans at a moment’s notice. With video continuing to grow in importance, live streaming is one tactic that brands should not ignore. Following these tips ensures success, whether you are new to this process or have a robust video archive.