Living to Go Live: Master Your Live Video Marketing Strategy in 2017
One of the most innovative social media trends to emerge in the latter half of 2016 was the introduction of live video streaming through industry titans such as Facebook, YouTube, and Instagram. Now, the average user can broadcast their messages to an audience through the simple combination of a smartphone and internet connection.
It’s not hard to see why live video is so popular. The broadcaster can interact with viewers in real time, as viewers can comment throughout the video’s streaming session during and after the initial airing.
Capitalizing on this new phenomenon is key for brands that want to expand their social media marketing efforts. However, since anyone can “go live” for just about anything, that may raise an important question. What are some starting points to launching a live video marketing campaign for brands, businesses, and companies?
The following are some content suggestions to kick-start your live video marketing:
Before exploring some types of content that would best suit the live video format, it is important to plan a specific date and time to go live. Promote the live video event through your social media and other marketing channels in advance so your audience will know when to visit your page and tune in from their devices. This will ensure that you will be interacting with a larger audience with more opportunities for follower engagement.
Host a Q&A:
Let your audience learn more about you and your company beyond what they already know. Hosting a Q&A session over live video allows you to answer questions as they come in through viewers’ comments. Be open and allow your audience to ask the questions that are on their mind. Do not limit the questions to a specific focus. You can select the inquiries you choose to answer by scanning the video comments as you go.
Is your business hosting a blockbuster event? Maybe your company is having a big five-year anniversary celebration or perhaps a celebrity is making an appearance at your physical location. Let your audience in on the excitement and set up a live broadcast! You could designate someone to handle the broadcasting, or you could place your smartphone on a stationary device (such as a tripod), pick an angle, and let the camera capture what it captures. Either way, if this is an event your audience may want to participate in, let them!
A New Product:
Is your restaurant adding a new menu item? Did your retail location just receive your industry’s latest hyped-up electronic device? Maybe your beauty salon or barber shop just started carrying a new styling product that you want your customer base to purchase? Go live and tell your followers all about it!
Giving your viewers a demonstration or simply providing some information about a new product will excite them and reduce uncertainty they may have about checking it out for themselves. By going live and explaining the new product, you can shorten their learning curve before they visit your store, click the hyperlink to your website, or contact you directly about it. You can also invite viewers to comment during the live session and answer their questions in real time. The best part? You can leave a live video up after the airing so customers who may have missed the initial broadcast can still access that same information later.
A Day on the Job:
As simple as this may seem, going live during an ordinary day at work could offer your audience a new insight into how you run your business. They might not normally see your head chef cooking up that delicious dish in the kitchen. With your live broadcast, they can experience their favorite meal at your restaurant in a whole new way.
Doing a slice-of-life type of live video can also easily be serialized, depending on how complex your scope of work is. If you’re a librarian, for example, you could start a series of live broadcasts that show all the different resources, events, and programs your institution offers in your community.
It all Boils Down to Discipline:
No matter how you choose to “go live” on your social media accounts, one point rings truer than the rest: stick to it. Do not treat your live video marketing as a one-and-done type of deal. Instead, view it as an ongoing part of your marketing strategy that you can grow and develop.