4 Myths You’ve Heard About Live Streaming
Live streaming sounds intimidating — like you’re posing as a news reporter or covering some kind of concert. And while you’ve seen other organizations using this mode of communication, as a regular part of some organizations’ marketing plan, you still haven’t taken the plunge.
Is it time to add live streaming to your marketing plan?
Let’s start with the basics.
What is live streaming?
Live streaming is the broadcasting of live video to an audience over the internet using tools like Facebook, Instagram, YouTube, etc. Where traditional live broadcasting might include a radio program or TV sports event, live streaming is much more powerful in that its medium is varied, accessible, and can be very impromptu.
Since you can “go live” from your smartphone or tablet anywhere you can get a signal, this form of communication can be very powerful and effective.
Read Ahead and Unlearn 4 Myths You’ve Heard About Live Streaming.
Myth #1: Nobody’s going to join us live. It’s not like we’re a professional sports team!
Fact: Audiences love video.
According to a survey conducted by Vimeo, audiences prefer live video from a brand over their social posts. This is a great motivation to mix up your social media pages with some live streaming.
And to ensure an audience on the day of your broadcast, there are some best practices to follow. An article by Business News Daily touches on some of these industry tips:
- Post a teaser so everyone in your network has time to plan on watching live. There are people in your social networks who will receive a notification that you’re online, but many more will appreciate a heads-up so they can set a reminder and connect with you live.
- Consider incentives that can only be accessed by watching the livestream, like a specific promo code or deal.
- Keep your content fresh so people will remain on the livestream and also return for another viewing in the future. Try a different setting with every video, and be sure to change up your content so maximize value to the audience.
- Sell a feeling. Author Adam C. Uzialko says:
“Dry or technical advertisements will never go as far as emotionally driven content, and video is an excellent medium for capturing feeling. Know your audience, their needs and their interests, and then be sure to create engaging content that connects with them. Building the association between your brand and audience is more important than pushing a product.”
Read more about branding at 6 Smart Ways To Rebrand With Authority While Being Memorable
Myth #2: I’m not techy! I need to leave video platforms to the pros.
Fact: Anyone can live stream. Really.
Did you know that your social media channels have the capability of live streaming? Or you can get a little more advanced by setting up your own channel on a platform like YouTube TV, Periscope or Roku?
It’s as simple as clicking the “Live Video” option in your Facebook feed. Try it, even if it’s just a short clip wishing your audience a great day or calling their attention to just one item. It will be good practice.
Myth #3: My amateur quality live stream video will be a turnoff to audiences.
Fact: Audiences do appreciate quality, but they appreciate connection even more.
Statistics show that 62% of audiences are more likely to have a negative perception of a brand that publishes a low-quality video. The question is, what constitutes quality?
First and foremost, it’s imperative that you have access to a stable internet connection.
After that, it’s important to make sure your audience knows you’re taking their engagement seriously. We like these high points discussed at Lemonlight:
- Control your environment as much as you can. Make sure you don’t have unwanted visitors or interruptions.
- Be clear about your topic. No baiting and switching!
- Give them something to talk about. Don’t forget engagement, whether it’s a discount code or simply paying attention to your comments and taking the time to answer questions.
A podcast you might like: Harnessing Technology, Privacy & Taking the Nations
Myth #4: Our organization doesn’t have time for this kind of campaign. Between writing a script and rehearsing, it seems like writing a status would be faster.
Fact: It’s not a commercial.
You do need to plan and rehearse, but it’s not a performance. Think of it as a peek behind the curtain into your organization.
You might find you need a rough script and perhaps one rehearsal, but it’s paramount that the video looks natural and conversational so the audience sees you as approachable. Live streaming is golden when it comes to building relationships with your audience, so videos that feel too rehearsed are a turnoff.
Plus, your time will be well spent as your live stream doesn’t disappear once it’s concluded. On some of the platforms, like Facebook, Instagram, and Periscope, you’re given the option of saving the video and then it’s added to your timeline to live in perpetuity.
Above all, remember this critical component:
Enjoy the party.
Your audience has tuned in to connect with you, so don’t forget to keep an eye on the comments and interact with your followers! Your enthusiasm, energy and warmth will translate through the interwebs, we promise.
Have you used live streaming in your marketing strategy? Leave us a comment and share your preferred platform and best practices. We’d love to hear from you!