Live video. You’ve heard of it and you’ve probably used it within the past few hours. Yes, I’m referring to Instagram Stories, Facebook Live, Snapchat, and the many other streaming apps available online.
Live streaming refers to video content that is broadcast in real-time and streamed over the internet. It is addicting and it is entertaining. However, the importance of live streaming, for brands and businesses alike, goes beyond these truths.
Why is it important?
According to Deloitte’s 10th Digital Democracy Survey, millennials aged 14-25 spend more time streaming video content than watching live television. Additionally, Deloitte’s survey found that approximately three in four millennials, aged 19-32, say their buying decisions are more influenced by social media recommendations than by TV ads.
In other words, now, more than ever before, is the time to incorporate live streaming into your social media marketing strategy, as it is an extension of video content and can have a profound impact on the success of your brand and business.
What are the advantages?
It humanizes your brand. By posting behind-the-scenes footage or ‘meet the team’ segments, you are creating trust and a deeper level of engagement with your consumers.
It adds immediacy. For instance, you can preview new products and receive immediate feedback on whether people like it or not.
It is inexpensive. All you need to create a live stream is Wi-Fi and a good camera!
It creates a community. Users can talk at the same time and interact with each other.
How to integrate it?
- Promote it. Start posting about the ‘event’ weeks before it occurs. Potentially even stagger the details so your followers will stay tuned and interested. For instance, a week before the live stream, post the date. Then, a few days later, post the time.
- Prepare. Make sure everything is in order ahead of time. This means testing your audio, setting up your tripod, and making sure your phone is charged!
- Grab interest. According to Facebook, 65% of people who watch the first three seconds of a video will continue to watch for at least another ten seconds, which gives you just enough time to lure them in.
- Follow up. Create a blog or a post on social media regarding the live stream. This will continue the conversation with the followers who attended, as well as intrigue the ones who did not tune in, to do so next time.
Live video is a great addition to your social media marketing strategy, not only because it boosts engagement and creates a deeper connection with your consumers, but also because it never fails to be exciting and exclusive for your followers!