Live Video on Social: Why It Matters

Live Video on Social: Why It Matters

Live Video on Social: Why It Matters 1920 1080 Morgan Lawrence

The near-extinction of undivided attention requires an innovative approach for communicating with audiences. Integrating live video as part of a video-marketing strategy has become increasingly popular as companies are starting to use live video to create stronger connections to their audience.

Social media platforms like Facebook, YouTube, Instagram, Snapchat and Twitter have each introduced live video streaming. And, our co-founder, Gary Kayye, has been selected as one of only a few hundred people, globally, to be a beta-tester for LinkedIn’s new LIVE video service. And TikTok, a video-sharing platform specifically, has become the world’s fastest-growing social media app. Live video is making a huge impact on social media, so if your audience is online (and, importantly, engaged in social media online), your businesses can — and should — be levering the live-video side of social to reach your audience.

Live video is, visually, more appealing and provides a sense of excitement to viewers — especially compared to other content, as it creates a sense of urgency. Many platforms will notify users when a live video is happening, which means it can be shared throughout the world and reach millions of users, meanwhile leading to greater brand awareness. Companies can interact in real time with their audience through live video to enhance customer relationships, leading to trust and loyalty.

Ready to get started? Here are a few ideas for how to do it:

  1. Give your audience a behind-the-scenes sneak peek into your company culture.
  2. Boost interactivity with a Q&A, allowing viewers to ask questions in real time, and provide instant responses during the live video.
  3. Offer insights and opinions through live interviews with customers, employees, industry leaders and influencers.
  4. Provide hands-on product demonstrations or tutorials to highlight how products and services work.

A successful live-video strategy comes down to preparation. It’s important to let your audience know about the broadcast ahead of time. Prepare for the video by outlining topics to cover and choosing strong headlines. Share the video afterward to increase audience reach on additional platforms. And, most importantly, interact with videos to build stronger, authentic relationships with the target audience.