Live video may increase engagement among customers while also making your brand appear more authentic.
Live video is a great way to showcase your brand and its mission to your audience while communicating with them in an authentic way. It takes away the frills that come with pre-recorded video: editing, rehearsing and publishing after careful review. Perhaps that's why 80 percent of users prefer watching live video over reading a company's blog posts, according to Livestream.
It's no secret that live video is gaining enormous popularity. On average, viewers spend at least eight times as much time on live video than on-demand. Facebook shared in a blog post that people are three times more likely to watch a video if it's live. The demand for livestreaming isn't going anywhere.
Why use live video?
It's an instant, easy way to communicate with viewers.
It shows authenticity.
You can market your products and services.
You get to know your customers in an intimate, personal setting. Ask them questions about themselves. Get feedback on what could be improved.
It increases revenue. According to a survey by Animoto, 76.5 percent of marketers said video had a direct and positive ROI for their business.
Clearly, live video has its benefits. If you're new to live video marketing, here are three tips to get started so that your business can expand.
1. Outline your livestream.
There's no room for embarrassing mistakes, long pauses of awkward silence or mumbling when broadcasting live video. If there's a mishap or malfunction, your audience will see it. If the problems persist, they'll exit fast and move on to the next thing. That's why it's so important to plan ahead of time.
Ask yourself how much benefit your business will receive through livestreaming. Will it boost engagement with viewers? Does it encourage them to buy your products and services? Is it being shown to the right audience? How does it showcase your brand and its mission?
It's important to outline the general information of your live video before you get started for as few mishaps as possible.
Who will be on the livestream?
What will be the subject matter?
Why is this livestream being created?
When will it be broadcast?
2. Be authentic.
A huge reason people are more attracted to live video is that it shows authenticity in a way other channels and mediums can't. You can't feel emotion the same way through a text post. You can't read facial expressions through a podcast. Only livestreaming lets viewers see and hear things exactly as they are in real time without any frills or ruffles.
According to Stackla's 2017 Consumer Content Report, 86 percent of consumers consider authenticity important when deciding what brands to support. With the same report concluding that less than half of brands create content that's meaningful to consumers, it's essential for your live video to bring something genuine to the table.
There are several ways your brand can be more authentic toward its viewers through live video:
Demonstrations of your products
Introductions of members of your team
Broadcasts of live events
All of these are ways for viewers to not just watch what's happening at the company, but to interact with it directly and feel like part of the experience.
3. Use the right tools.
In Livestream's report about live video, 67 percent of viewers consider video quality the most important factor when watching a live broadcast. Things like long buffer times, failure to load properly, and auditory and visual malfunctions are sure to frustrate viewers and encourage them to bounce off your livestream. You can prevent these things from happening by having the right tools handy.
For starters, you want to record in a location with ample lighting. Test your camera in different areas inside and outside to see what gives you the best viewing experience. You'll likely be using your phone to record, so don't feel the need to go out and buy an expensive camera just to livestream. You need your Wi-Fi operating at full speed to ensure no lagging or long loading times. If not, take advantage of hotspots and data to fuel your livestream instead.
When it's finally time to go live, make sure you're in a quiet area with no background noise or other distractions. Make the experience as smooth as possible by ensuring you look and sound clear enough that viewers understand what's going on.
What comes next
A live video marketing strategy doesn't have to be scary. If anything, it should excite you because of the potential benefits it could bring your business. It's a great way to get in touch with consumers, get to know them better, let them know you and reel them in. Show them you're authentic and care about what they want. Give them a livestreaming experience that proves your business wants to solve their problems and help them on their buyer's journey. Soon enough, your customer base will grow, and your business right along with it.