Tips for making a splash with live video

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The live video train keeps plugging along, gaining momentum.

This increasing power certainly comes with a fair share of pros and cons.
Video is often considered
the most difficult form
of content marketing, from a creative standpoint, but the effect video has
on customers and audience engagement cannot be understated.

According to
research conducted by Livestream, live video consumption jumped by 80 percent from 2015 to 2016. Notably,
82 percent of customers would rather watch live video from a brand than
read a blog post or view social media updates.

Additionally, engagement rates of live video significantly surpass those of
traditional video. On average, the viewing time is
eight times longer
than on-demand content.

However, simply jumping online and pressing a button do not guarantee amazing
results. Though audiences are more inclined to check out a livestream, the
quality is just as important as any other piece of content. Plus, viewers
often list quality as the most important factor when watching a livestream.

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If your marketing team is considering adding live video to their content
strategy (which they certainly should), here are some crucial tips to keep
in mind:

1. Define your on-screen personality in detail.

In today’s business landscape, brands are often defined by their
personality, rather than their product.

People associate characteristics with a brand similar to the way they
associate human character traits. So your on-screen personality must match
up with your brand voice, as well.

Before you begin shooting your live video, pick your host(s) wisely and be
sure they understand the brand’s personality and
core values. Don’t be afraid to go into detail or create visual representations of
your brand to paint a clearer picture that they’ll quickly understand.

The ultimate goal is to create a persona with which your target audience
easily connects. To do this, you need to know your customers very well.
Fortunately, this task is easier than ever these days.

First,
monitor relevant conversations
on social media to get a feel for how your existing and potential customers
interact on the web. Second,
use your point-of-sale data
to build customer profiles. From here, you can formulate the ideal
on-screen persona to play to their interests.

2. Choose your live video guests wisely.

By collaborating with well-known names or even micro-influencers in the
industry, both parties can join forces and combine audiences for higher
view rates and engagement. Videos featuring influencers have
seven times higher view rates
than traditional advertisements on YouTube.

Here, the best approach is to consider guests in the same way you’d
consider a social media influencer to represent your brand: Take a look at
their past portfolio.

Do your guests run in the same circles as your business? Would their
audience be interested in your content and vice versa?

What sort of niche expertise can they bring to the table? Do they have
experience shooting live video? If so, what are their engagement
rates?

By using this
influencer marketing approach
to qualify guests, you can determine whether or not they will be a proper
fit for a feature on your live videos. Their personality and areas of
knowledge must be relevant to your viewers, but the video should benefit
your guest as well.

3. Consider the replay value.

Chances are, a large portion of your audience won’t be available for every
livestream event. While you may use strategic timing to reach the largest
group possible, not everyone has the freedom to hop on and watch.

Therefore, it’s important with every recording to consider the replay value
down the road. Consider your audience’s motivations for watching the video
as you plan your topics.

The vast majority are looking for entertainment or inspiration, but 34
percent are looking for educational content and eight percent are looking
specifically for information about a brand.

Source

While ultra-relevant and time-sensitive videos are certainly valuable for
gaining viewers and interest, there should always be a good bank of
evergreen content in your brand library. For long-lasting results, be sure
to include information that will be beneficial for audiences for years to
come.

4. Interact in real time.

The clearest benefit of livestreaming is the fact that it’s—well, live.
That means anything can happen; which gives brands the chance to engage
with their audiences in a candid light.

According to
an ON24 study, tools receiving the most interaction during a livestream event were
polls, chats, and Q&A sessions with the host. Each of these features
gives viewers the chance to have their voice heard and even guide the
conversation—an opportunity brands should never turn down.


Source

Depending on which platform you choose to host the livestream, you’ll find
many tools and features that make live interactions possible. By giving
viewers an opportunity to share opinions, ask questions and participate in
the event, engagement rates will skyrocket.

5. Promote your video event in advance.

As with any other type of event, the best way to ensure people know about
it is advertising. Posting about it on social media is certainly a great
way to let your audience know. However, thanks to the latest algorithm
changes to Facebook and Instagram, there is no guarantee your posts will
reach your viewers in time.

Sending promotional emails is also a great strategy, especially if your
content is more business-focused and caters to a professional group.

The best days to promote your videos and increase the number of viewers are
Tuesdays, Wednesdays, and Thursdays. Weekends are the worst days.

Source

It’s important to give your audience advance notice before production goes
live so they can fit it to their schedule. Your best bet is to notify them
less than a week before and give them at the very least 24-hour notice.


Source

The greatest and scariest thing about live video is that truly anything can
happen. Use this fact as a benefit by planning ahead as much as possible.
Doing so ensures your message, guests and content will reach your audience
in engaging and profitable ways.


Manish Dudharejia is the President and Co-Founder of E2M Solutions,
Inc., a San Diego based digital agency specializing in website design
and development, and eCommerce SEO. A version of this article
originally appeared on


the Spin Sucks blog.

(Image via)

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