How to Add Value with Live Video on Social Media

Ryan Clutter

Ryan Clutter

01/10/2017

Live video on social media platforms is increasingly becoming more popular. Brand and individuals utilize live videos to give their network a glimpse into their daily lives. Social media continues to deliver its users new and innovative ways to engage with audiences.

Think about it.

It’s authentic content. It’s not scripted. It’s immediate and unedited.

There is a lot of value that can be provided to your audience, and it’s a great way to enhance your social media marketing strategy.

Social media is everywhere, and a majority of the content consumed on the web comes from social media channels. How can you leverage your brand and connect with more your audience using live social videos as your marketing campaign moves forward?

First, let’s take a look at the channels where live video is becoming prominent.

  • Facebook Live
  • Snapchat
  • Instagram Live
  • Twitter 360-Degree Live Video Streaming (Periscope)

Each platform has a different audience, and that audience is expecting different types of content to consume. Live video has the chance to become the face of your business in the future.

Understanding Live Video

If you’re active on any of the above platforms, you’ve probably seen a notification that someone you’re following was or is live.

Captured using a smartphone or tablet, your live videos can be viewed by users logged in on a mobile device or a desktop.

Each platform is used for different purposes. Snapchat and Instagram are used for snippets of information, put together with a string of videos to create a story. Snapchat recently released the Spectacles which allow you to record hands-free for a unique point of view experience.

Both of these platforms have many similarities for live video and Search Engine Journal breaks down the differences so you can see how each platform can work for you. The findings here indicated that reach is higher on Instagram while retention rates are higher on Snapchat.

Facebook allows you to capture any type of moment, good or bad. There is a tremendous impact on culture when it comes to Facebook Live. We saw the brutal beating of a disabled teen by four people in Chicago and a police officer shooting an African American male trying to reach for his carry license in Minnesota.

However, brands and individuals have experimented Facebook Live with much success. You don’t need a studio quality video, just a smartphone; which saves time and money. Engage in real-time and personalize your video experience. When I see Jay Shetty on Huffington Post Live, I always tune in to see what he has to say. He’s frequently providing motivational talks and answering his audience’s questions from unique locations.

Live video on Twitter is used sparingly, and differently. Brands offer behind the scenes and insider access to showcase their events and product launches to their followers. You can also watch live shows and events through Twitter’s 360-degree live video streaming service.

There are different uses on each platform, and additional ways to engage with your audience.

Audience Behavior with Live Video

Videos continue to reign supreme in the way consumers wish to consume content. YouTube has over one billion videos watched every day. Videos on Facebook and Snapchat each see over eight billion views on a daily basis.

Pick your channels appropriately. Where is your audience? Do you have more followers on Facebook than Twitter? More engagement on Instagram than followers watching your Snapchat stories? Develop your live strategy according to where your followers are active.

The stats tell the best story about how valuable live video can be to your brand.

According to Livestream, for brand audiences, 80% would rather watch live video from a brand than read a blog post, whereas 82% would prefer live video to social posts.

You can’t, and you shouldn’t be in all places at once. Snapchat likes quick, consumable stories. Facebook users may sit and watch your live video for 15 minutes, a half hour, and or hour. Make sure you’re creating content that works.

How to Make Your Live Videos Work for You?

The best tip is to be consistent. The next thing is to have a purpose. Share something unique that can’t be shared with a regular post or image.

As a brand, you have many press opportunities and announcements to make that you could be sharing with your audience.

Perform a few experiments. Do you want to “go live” once or twice a week? Maybe once every other week? See what’s working for your audience and how they’re engaging.

Begin your experimentation on Instagram and Snapchat, as those stories last for 24 hours. You can see how many people are watching each video, and you can take advantage of a casual way to begin your video marketing.

  • Talk to Your Audience to Learn the Content They Like
  • Understand the Length that is Acceptable on Different Channels
  • Invest in Video Content & Video Teams
  • Push Your Boundaries & Think Creatively
  • Always Be Camera Ready

It’s always uncomfortable when you’re first getting started talking to a camera. As long as you’re willing to be personable and share information about your products, services, customers, and brand, you will position yourself as an authority and thought-leader.

Answer customer questions, address their needs, show your culture, and be personable. As a brand, there’s no better way to connect with your audience than to humanize yourself and talk to your audience one-on-one.

Look at the amount of interaction you’re receiving with your live videos, from views to likes to comments to shares. Make the right decision about when to go live—events, new products, company activity, etc.—and help increase your brand’s reach.

What’s Next?

Start your experimentation with live video. Be sure to be authentic. You don’t want to appear fake or be seen to have a scripted “Live” session. That will hurt your credibility. It can be a tremendous help for your lead generation in Philadelphia.

Begin to invest more in social media marketing. Platforms like Snapchat, Facebook, and Instagram are becoming a primary hub for news. You need to focus your efforts on quality video content posts that connect with your audience and are easily digestible to spread and share news.

As the year moves forward and live video becomes further integrated into our daily lives, expect to see video content be a new form of “blogging” where brands will use live video and question and answer sessions as a form of news content as opposed to a traditional written blog post just like this one.

I guess I’ll hang up my cleats now and get ready for the live video surge now.

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