There’s something to be said about not jumping on business bandwagons.
Deciding to not join in on the latest “business trend” might mean you’re keenly aware of how the trend fits into the bigger picture and whether it would be smart to adopt, or maybe you’re not taking it on out of fear even though you know it would be helpful for your business.
That last one, the fear, is something I’ve found a lot of people are experiencing with the latest business trend: live stream video marketing.
At this point, calling it a trend isn’t even accurate.
According to Livestream, 81 percent of audiences on the internet and mobile consumed more live video in 2016 than they had the year before, and 80 percent of those people also prefer live videos over blogs, while 82 percent prefer consuming live video over social posts.
With stats like that, it’s not crazy to claim that you might want to make live stream video broadcasting a defined facet of your overall marketing plan. Here’s why:
- It captures attention. People like seeing people, and we also are drawn to things that move and make noise. So, in a sea of static updates in a newsfeed, a piece of media that’s moving and has sound naturally captures attention. Of course, more factors go into keeping that attention, but we’ll get there in a minute.
- It helps build your credibility and trust factor. The sheer inability to edit when you’re live-streaming gives you instant credibility. You’re not able to cut out flubs, you have to respond to live engagement off the cuff, and you’re making yourself available in real time. That level of accessibility is huge for displaying your expertise and allowing people to see your personality and know they see the real you.
- It’s quick and easy. With live-streaming, it’s as easy as opening an app and hitting “go live.” No need to get graphics together or have an editor on hand. Live-streaming lends itself to being as easy to create as it is to consume, which is ideal for audiences with ever-increasing demands on their attention spans and business owners who want to see a good ROI with the time and money spent on marketing.
So, now that you know why you might want to be incorporating live stream videos into your content strategy, here are the main things you need to consider when determining how you’ll create videos that get watched and drive results for your business.
1. Your content
Beyond the fear of simply going live is the fear of “what do I talk about?!,” and there’s one important thing I want you to keep in mind: Just because you’re recording live doesn’t mean you can’t go in with a plan.
Although you don’t want to sound like you’re reading off of a script, there’s no problem with creating an outline and having some notes to keep you on topic.
Some things you can talk about or show on your live broadcasts include quick tips, behind-the-scenes of your business, peeks into your creative process, exciting announcements, simple hellos to your followers, something cool you think they’d enjoy, or education content based on your expertise.
And that’s just the tip of the iceberg, because live-streaming lends itself to sharing anything from super-short, fun glimpses into your day all the way to sitting down and having an in-depth conversation with your audience.
Start small and with some notes, and eventually, you’ll get more comfortable to the point where you don’t need to do any self pep-talks before going live (we’ve all been there), and you can speak to any topic on the fly.
Also, don't forget to give a call-to-action in your video. Do you want people to sign up for your list, check out your latest items in your shop, or give you feedback? Tell them what you want them to do!
That's how you're going to see the tangible benefits of how live-streaming can benefit your business.
2. Your setting
Once you’ve got an idea of the various types of live stream videos you’ll want to create for your brand, you’ll want to give some thought to your filming locations.
Listen, as exciting and dangerous as it sounds, just because you can live-stream from the back of a motorcycle doesn’t mean you should. (Unless your business involves making custom hot rods in which case, carry on.)
Otherwise, it’s helpful to think of a few areas that you can consistently turn to as the backdrop for your live broadcasts. Maybe it’s a corner in your office or your back patio. Maybe it’s the awesome coworking space you go to a few times a week.
Then, of course, comes the scenario of live-streaming because you’re sharing the location you’re in and what you’re doing there.
In either case, there are a couple of important things to keep in mind: light and sound.
Try to find a well-lit area where the source of the light is shining on you and not behind you so that people can see your face. The best light source is diffused sunlight, so if you have a well-light room without the sun directly beating in, that’s ideal.
For sound, indoors is preferred so you don’t have to worry about being drowned out by gusts of wind or traffic. But if you can’t help but be outdoors due to the nature of your video, try to get as far away from sources of loud sound (like a street) or find a barrier that blocks some of the noise.
3. The right equipment
One of the beautiful things about live streamed video is that people don’t expect it to be perfect, which means that not having a DSLR camera isn’t an excuse for skipping out.
However, just because it’s unedited, raw footage doesn’t mean you shouldn’t take steps to ensure good audio and visual quality.
Circling back to having good light and sound quality, Photojojo! has a variety of unique tools to help you improve your video quality that won’t break the bank. For example, their Pocket Spotlight is perfect if you need a little help bumping up the brightness of your video and The Mighty Mic will help you achieve crisper, clearer, higher quality sound.
In addition to finding a place with good lighting and low wind (if you’re shooting outdoors), it’s also helpful to have a tool you can use to go hands-free and keep your phone or camera stable.
The Smoovie Video Stabilizer and Gorillapod Mobile are both great tools that allow you to capture video on the go without the motion-sickness inducing camera shake.
Also, Facebook recently rolled out live streaming on your desktop to all users, so if you prefer the look your webcam gives you over your smartphone, you’ve got options.
But, at the end of the day, if all you have is your smartphone, you have everything you need to get started. Don’t let the idea of “perfection” hold you back from connecting with your audience and growing your business.
Finding the right live streaming platform
Now that you’ve got an idea of what you’d like to share through live-streaming and how you’re going to go about producing your video, now comes the big question, “Where is it going to live?”
There’s Facebook Live, Instagram Live, Periscope, and YouTube Live, and, like most things in life, you can’t do it all.
(Although you can be live in two places at once, so that’s one way to defy physics.)
Here are some of the key differentiators for each live streaming platform and a few tips on how to choose which platforms are best for you:
- Helps boost your post/update in the Newsfeed
- Allows you to go live via your phone or laptop
- You can post your live broadcast as a page post after your broadcast has ended
- Allows for broadcasts up to four hours long (as of April, 2017)
- Your followers receive a notification that you’re live when they’re in the app
- Your video disappears from the app once your live broadcast has ended
- You can save your Live broadcasts to your camera roll
- It’s built entirely on the concept of live-streaming (unlike Facebook and Instagram)
- Live streams can be recorded with mobile devices and watched on all devices either through the Periscope app or on Twitter
- Now available to anyone (Prior to late March 2017, only YouTube accounts with 10K or more subscribers could go live)
- If your channel subscribers receive Youtube’s email notifications, they’ll receive an email when you start your live broadcast
Platform picking tips
1. Go with your primary platforms
Are you already active on Facebook? Have an engaged following on Instagram or Twitter? Start with the top one to two platforms you already use and have a greater following on. Then, if you find that you love live-streaming, you can branch out to creating live streams and building an audience on additional platforms.
2. Get crafty with “repurposing”
If you want to share content that you think your audiences on multiple platforms would appreciate, let your content stretch further and go live simultaneously. Of course, this will take a multi-device setup, but if you have a laptop and smartphone or smartphone and tablet, it’s totally doable.
Just make sure you’re letting your followers know you’re live in multiple places. That way if you reference the platform you’re on, your watchers on the alternative platform don’t get confused. Another benefit to this method is that you’ll be helping to cross-promote your other social media channels.
3. Take it for a test drive
One of my best social media secrets is that I have “test” accounts for my top platforms that I only use when new features roll out so I can test them and see how they work before committing to trying something new on my official page.
I don’t think everyone needs to try that method; you could just ask a biz friend to give you a quick tutorial, but I’m a visual, hands-on learner, so test driving features in that way helps me decide whether I’m ready to go public using a new feature.
You can start live stream video marketing today
As you can see, today’s digital landscape has made it inevitable for live stream video to become one of the biggest mediums for content creation. You’d be missing out on a big chunk of the marketing pie if you don’t consider weaving this type of media into your content strategy.
The key thing to keep in mind is to embrace the unpolished nature of live-streaming and just start.
As you gain more practice with each video and you incorporate some simple tools into your production, you’ll look like a pro and be consistently creating content you’re proud to promote in no time.
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