How to Integrate Live Stream Video Into Your Social Media Strategy

Many businesses and publishers are adding live stream video to their online marketing arsenal. Here are some easy ways to try it out for yourself.
June 07, 2017

Since live stream video has been appearing on numerous social media sites, I've found myself getting more distracted than usual. They are so great to watch! 

I’m an avid user of live streaming as well, and have found many tactics for getting the most out of this marketing mechanism. Are you interested in adding live stream video to your marketing toolkit? Consider the following when building a robust live stream video strategy for Facebook Live, Periscope and other platforms.

1. Plan your live stream video ahead of broadcast.

While it can be fun to “wing it,” I recommend having your live broadcasts be scripted out as much as possible. Planning should include where you plan to broadcast from to make sure it complements what you want to include in your message.

For example, maybe you want to do a broadcast from a trade show you are speaking at and hold interviews with attendees. Make sure you have the location scoped out, the participants on board and an environment that is conducive for listeners to hear what’s going on.

2. Practice and record yourself in advance.

I got better at live stream video by spending more time on pre-recorded videos of myself in different situations. I would play these back to see where I could make improvements in my delivery, body language, phrasing and overall tone.

People tend to like live stream videos because they believe that they are getting something real, in the moment and authentic.

You can also use a livestream tool to practice by changing the privacy settings so you can play it back and see how you look before posting.

3. Fine-tune the technical elements of recording.

It would be awful if you start your live stream video and realize later that no one could hear you or the picture quality was terrible. You may never get your audience back for another live stream video if your technical components aren’t delivering.

Work on these elements in advance to make sure you have the right equipment to deliver a great viewing experience. Making sure that your location has a strong broadband connection can help you avoid disappearing or experiencing a glitch in the middle of your video.

4. Promote the live stream video to your audience.

To ensure everyone shows up to the party, plan to send out invites to your live stream video across your network. You could also send a notice to your friends and fans on your business page.

Let your email subscribers, blog readers and other followers know about the date, time and subject of the video. Consider doing this promotion a few days in advance, and then sending a reminder a few hours before the broadcast to refresh everyone’s memory.

5. Keep it to a digestible time period. 

You probably don’t want to be too short or too long with your live video feed. I think 10 minutes is a decent amount of time, but you could go up to 90 minutes on Facebook Live (although I wouldn’t recommend doing so).

You may want to think about your subject matter and set the time accordingly. If you are doing interviews, maybe 15 to 20 minutes or so would do the trick. 

6. Be yourself and broadcast authentically. 

My advice? Don’t resort to acting and trying to come off as someone you aren’t. People tend to like live stream videos because they believe that they are getting something real, in-the-moment and authentic. It can make them feel more a part of what you are doing than if they were to watch a polished, post-production video.

Consider letting your personality shine through, as this can help build trust with an audience so they have a visual to go with the brand you represent.

7. Think about how you will engage with and respond to your audience. 

The last thing you want is a heckler ruining the effect of your live stream video. There may be times you will need to block someone in order to stop their bad behavior.

Be sure to acknowledge all the positive feedback and questions with direct responses to viewers as they stream in. Participating in a conversation is important because the comments will appear later when the video is replayed, just as they had in the original stream.

8. Share and recycle the video. 

You can get more mileage from your live stream video by sharing it in your newsfeed as well as posting it in other places so those who missed it can also see what you made. They will also get to read the comments and see all the love and attention it produced, which can add to its credibility factor.

9. Turn the video into an invitation for a future viewing.

Consider including a message that thanks viewers for attending your live feed and encourages them to come back for future live stream videos. This can be a good opportunity to include a call to action where they can submit their information to an email address to get future invites to other live stream videos. You’ll be able to catalog this information to use for your other marketing tactics.

10. Analyze the results.

Live stream video tools often include analytics for improving future productions. For example, you could monitor how many people watched a part or all of your video, as well as how many viewers you had at different points in the broadcast. These findings can help you plan future topics and length of streaming, as well as tell you more about what interests your audience.

Live stream video can often be a work in progress. With these tips, you may be able to master it more quickly to get a return that may complement the rest of your marketing strategy.

Peter Daisyme is a special adviser to Due, a payments-invoicing company helping small business owners transact money online. He has been a CPA for the past 18 years and sold his previous company Hostt. He is also a member of Young Entrepreneur Council (YEC).

Photo: Getty Images