Livestreaming Videos. Small businesses have access to a potent marketing tool through video livestreaming.
- By using the internet to transmit real-time video to a specific audience, users can livestream.
- Livestreaming is now more accessible and affordable for small businesses because to social media networks.
- You may reach a larger audience, build a stronger brand, and increase sales by using Livestream video as a digital marketing tool.
- This post is for small business owners and marketers looking to create live video content to engage and build their audiences.
Video content is becoming the standard for small businesses, whether they are presenting a live event or making an instructional. With the proliferation of video and livestreaming on social media platforms, brands have a greater opportunity to reach a broad audience with captivating, emotionally resonant content and establish a lasting connection with that audience.
Live video content has been shown to be effective in breaking down barriers between brands and their audiences, paving the path for increased brand loyalty. How successful is livestream marketing, and what kinds of results can you anticipate from it? Here’s how to create and deploy live stream video content as part of your digital marketing strategy to keep your audience interested and assist build your powerful brand.
To what extent can you explain livestreaming?
To put it simply, video livestreaming is the process of sending live video to an engaged audience over the internet. In the past, broadcasters would often use a specialized livestreaming platform to broadcast their shows. Live broadcasts are an integral part of social media marketing and streaming features available on numerous platforms now that social media has broadened the reach of livestreaming.
For the first time, small businesses can genuinely experiment with video as a means of communication, said Tom More, founder and CEO of creative multimedia company Promo.com. They don’t need to learn anything new because livestreaming is already an integral part of social media platforms. What’s happening now, I believe, will give them new forms of agency.
Although websites like Ustream (now IBM Cloud Video) have been providing live videos for some time, the advent of livestreaming on social media gives a significant potential for startups and small businesses to spread their messages rapidly at low cost.
A flexible tool, Livestream video gives viewers a better understanding of your business. Sneak previews of new items, product demos, live broadcasts of events, and partnerships with influential people are all possible with live video content. Hosting a webinar where the audience may engage with the presenter, ask questions, and go deeply into a particular topic is another common application of livestreaming.
We’ve broken down how some prominent social media sites handle livestreaming.
Instagram Livestreaming Videos
You may work with guests and other accounts on Instagram Live, engage viewers with featured questions, and apply filters to a live stream. When your live feed is over, you may post the video to your business’s stories or share it to IGTV, where it will be available for longer than 24 hours. [Take a look at these Instagram for business examples.]
Facebook Livestreaming Videos
You may adjust your live stream content in the moment to best engage with whoever is watching because Facebook Live lets you see the names, comments, and number of viewers in real time. As soon as the live feed is done, the video is saved to your business page instantly.
Due to Facebook’s ownership of Instagram, businesses with accounts on both services can now livestream to their respective audiences at the same time.
Twitter Livestreaming Videos
A livestream is an excellent method to be noticed on Twitter, since most content consists of an infinite scroll of tweets. When your livestream is complete, you can share the entire video on your timeline.
LinkedIn Livestreaming Videos
The process of beginning a live video on LinkedIn is more involved than on other social networks, but these broadcasts are growing in popularity there. To check if your account qualifies for LinkedIn Live broadcasting, you must first create an event on your business page. If you qualify, you’ll be able to select LinkedIn Live from the event format drop-down menu. [Discover additional ways in which LinkedIn might benefit your career.]
TikTok Livestreaming Videos
Short, entertaining videos are what make TikTok one of the most popular social media platforms. Although livestreaming is a popular feature, it is only accessible to those who have paid for premium accounts. Having more than a thousand followers and following the rules of the group are both requirements. Some people do delivery service business viral on tik tok.
What’s the best platform for your business?
In some ways, the abundance of social media sites that support livestreaming content might be confusing. First and foremost, you must know your demographic and the social media site they prefer. According to Pew Research Center, whereas people aged 30 to 49 are more likely to use Facebook, people aged 18 to 29 are more likely to use Instagram. You can meet your audience where they are already and get your content in front of the individuals who are most likely to engage with your business if you do your research on your target audience.
How can businesses take use of livestream marketing?
You may be thinking if it’s worth it to do live broadcasts when you have access to so many other digital marketing tools. What, after all, can live video content accomplish that a regular marketing campaign cannot? The data on livestreaming marketing methods is conclusive: Simply said, the audience prefers live video.
- Live video is more popular. According to research conducted by Livestream.com and New York Magazine, 80% of audience members choose live video over written blog content, and 82% prefer live video over regular social posts.
- The live video is very effective. With the right kind of video content, you can motivate your audience to take action. Livestream reports that after seeing a video, over 40% of executives contact a vendor. Livestream marketing is also low-cost, making it simple to measure the return on investment (ROI). Approximately 73% of B2B organizations who use live video to reach their target audience report a favorable ROI.
- Marketing using Livestream boosts sales. Any strategy employed in digital marketing should ultimately lead to an increase in sales and conversions. Livestream revealed in its study that marketing via livestream can increase sales intent among target audience members by 97% and strengthen brand association by 139%. There are immediate, substantial benefits there. To learn more, check out [Related content: The 3 C’s of Driving Sales]
You can use a livestream video for both immediate and future purposes. There are uses for your video long after the live stream has ended, in addition to the immediate advantages of doing so. For your business’s website, the recording can be updated with new video content. 64% of users are more inclined to buy a product online after seeing a video, and conversion rates can be increased by as much as 80% just by strategically placing video content on a landing page.
In your arsenal of digital marketing tools, Livestream video may help you reach a wider audience, build a stronger brand, and eventually generate more revenue. How, therefore, does one go about making their first piece of live video content? Achieving your goals requires adhering to some guidelines.
How do I create live video streams?
needs planning, and your livestream is no exception. Research shows that 62% of viewers are more likely to develop an unfavorable perception of a brand that creates poor-quality films because of the videos they’ve seen. It’s important to put pen to paper and plan ahead of going live when the reputation of your brand is at stake.
“The rules still apply,” said MLB Creative co-founder and managing partner Beth Mock LeBlanc. You can’t just wing it when doing live videos; you need a strategy. Try to hone in on what it is that your target audience cares about most, and build your strategy around that.
Promo.com’s More remarked that the relaxed, approachable nature of live video was its greatest asset. It’s important to find a happy medium between formality and looseness.
More argued that the transparency of livestreaming was an advantage. “Businesses need to practice and understand their message, but from the user’s point of view, it should even seem unrehearsed.”
Here are some suggestions for crafting a livestreaming plan, culled from the input of the experts we consulted:
- Put up a preview. People need to know when you’ll be on if they want to watch your live feeds. You should expect a boost in views and audience interaction if you alert your followers in advance, even though anyone in your network could potentially stumble onto your stream while online.
- Develop a basic script. Livestreaming lets you present a more genuine, casual, and approachable facet of your brand to your audience. Still, users aren’t as likely to convert if the stream is disorganized or makes no sense to them. Create some bullet points and run through few practice sessions before going live, but don’t feel locked into a script.
- Don’t let your content get stale. Commercialism isn’t necessary for successful livestreams. With content that isn’t a hard sell, users are more likely to engage. If a client expresses satisfaction with the job you’ve done for them, invite them to share their experience with your audience by going live for 30 seconds during your next broadcast. Provide guides and demonstrations to help your followers address an issue in your sector. Stream live coverage of conventions, fairs, and other events to an online audience. Successful social media content is any that strengthens the bond between your brand and its audience. [Here are some ways to get the most out of your video conferencing software.]
- Don’t forget your brand. Your marketing plan should include a brand positioning statement or central idea that explains why your product is superior than the competition. Because of this, it’s crucial that you maintain brand consistency in all of your livestreams’ content.
- Use emotion as your selling point. Emotionally engaging content will always outperform dry or technical content, and video is a great platform for doing it. Create interesting live stream content that appeals to your audience by keeping in mind their wants, requirements, and interests. More important than promoting a product is establishing a relationship between your brand and your audience.
- Plan for rewards. Get more people to watch your livestreams by offering exclusive discounts and promotions to your viewers. This will not only boost conversion rates, but it will also help your audience grow organically over time.
Better results can be expected from your livestream if it is designed with the target audience in mind. Livestreaming on social media platforms, in particular, has the ability to reach far beyond your network for a successful video marketing campaign.
In his opinion, “people are very engaged with video,” Mock LeBlanc remarked. More and more people are looking for and sharing videos online. Good content is the key to making this a powerful tool.
More chimed in, saying, “In social [media], we have something TV didn’t have, and that’s real-time sharing.” People will provide feedback and spread the word, allowing you to retarget them with an offer that is more tailored to their interests. That’s what makes it solid.
The best livestreams ever
Although corporations have been using livestreaming for a while now, the medium really took off once the COVID-19 outbreak began and many traditional businesses were forced to close. See how a few businesses used live streaming to promote their products and services.
The Salesforce Dreamforce conference, the company’s annual customer appreciation event, was livestreamed in an 11-part series on LinkedIn Live. Over 600,000 people watched this campaign without any paid promotion, and viewership was consistent across all streams. LinkedIn, where Salesforce has the most followers and follower engagement, was used extensively in advance to promote this series and get viewers excited to tune in each week.
In 2016, Kohl’s used a Facebook Live workout to increase brand awareness. Instead of pushing Kohl’s items, the livestream advertised a free workout class that was branded with the store’s logo. The video was streamed live to 38,000 spectators and has now been viewed millions of times on Facebook and YouTube.
Famous people who were on a Royal Caribbean cruise did a “takeover” of the company’s Periscope account, demonstrating the influence of social media influencers. (Although Periscope is no longer available, Twitter still supports livestreaming.) Because of these livestreams, Royal Caribbean was able to attract the attention of the influencers’ sizable fan bases. Some of the livestreams were also shown on digital billboards in New York City’s Times Square, promoting Royal Caribbean.
Building an emotional connection with a viewer is essential in livestreaming, as it is in any branding and marketing. Using livestream video to instantly provide engaging, useful, and entertaining content to users’ social media feeds is a fantastic strategy for doing just that. While a livestream can freeze time for an audience, the planning that goes into it is more long-term in scope.