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Social Media Marketing Tips: Key Considerations for Live Streaming Video

Monday, January 14, 2019 - 15:30
Social Media Marketing Tips Key Considerations for Live Streaming Video

80% of consumers prefer to watch a live video over reading a social post, and viewers will spend more time watching live content than pre-recorded. In an earlier blog post from our Digital Media Solutions President, Ben Chodor, he predicted that as a result of live streaming’s growing success, 2019 will be the year enterprises take advantage of this powerful communication avenue in the same way individuals have.

No longer just beneficial for brand awareness, when used strategically live streaming can take your executive team from organization leaders to opinion leaders that propel your industry and marketing efforts forward.

Before you go live, there are three key decisions to make to set yourself up for success. Follow our guidelines mapped out below for deciding on your destination, content and streaming technology.

Selecting Your Live Streaming Destination:

Picking the right channels to stream live to is similar to selecting the right venue for your event. The channels need to have the right atmosphere and be accessible to your guests. There are two different destination groups for live streaming: publics sites (social channels, OTT, your website), and gated sites (webcasts, virtual events).

Let’s weigh the pros and cons of each group.

Public Sites

Pros:

  • Easy for your audience to access the stream
  • Probably already have a following built that will tune in
  • Potential to attract likeminded audiences and grow your reach

Cons:

  • No individual attendee data and limited reporting
  • More difficult to re-purpose video content

Gated Sites

Pros:

  • Data on your audiences’ actions for lead generation and scoring
  • Works for both an internal and external audience
  • Ability to create an event experience with engagement tools and branding

Cons:

  • Requires an invitation and awareness to attend
  • Harder to grow an organic audience

Key Considerations

  • What metrics are important to you for measuring success?
  • Are insights to your attendees’ actions crucial for moving your strategy forward?
  • What channels do your audience spend most of their time on?
  • Do you want to host your content on one or multiple destinations?

Building Your Live Streaming Content:

When it comes to selecting content suited for live video, it’s equally important to consider the topic that will be presented and who is presenting it. Unlike long form written guides or press releases that come from a unified brand voice, live video requires a single person or group of people to represent your brand and be the subject matter expert or thought leader.

Here are some ideas for dynamic content to keep your audiences engaged, and the presenter within your organization that may be the best fit.

  • Live blog posts – Any subject matter expert for the topic (marketing, sales, leadership)
  • Event highlights – Event moderator or host
  • Presentations and demos – Services team
  • Thought leadership interviews and panels – Leadership or marketing team, clients
  • Product launches – Marketing and/or sales team
  • Breaking news – Leadership team

Key Considerations:

  • Always look first within your organization for presenters – who are the key people you want to invest in as thought leaders?
  • What ways can you incorporate engagement into your content to maximize the benefits of video?
  • What video delivery methods best fits your content? Will your speaker be on a webcam with slides or from an on-site location?
  • Are there opportunities to mix in sponsored or pre-recorded content pieces to break up the content?

Picking the Right Live Streaming Technology:

67% of people said that the quality of a video is a key reason in their decision to watch. For enterprises breaking into the world of live streaming, the standards are higher than individuals who live stream for their family and friends. However, that doesn’t mean that going live directly from your phone doesn’t have its time and place even for large companies.

Here are some pros and cons to streaming live from your phone or using a professional set up for broadcast quality.

Phone Quality

Pros: 

  • Ability to go live in one click with immediate access to the social channel
  • Camera and microphone built in with no set up required
  • One person can manage entire live stream with little resources

Cons:

  • Lower video and audio quality
  • Most often has to be handheld for unsteady recording
  • No ability to have multiple presenters or visual sources
  • Limited to streaming to only one social channels, rather than many at once

Broadcast Quality

Pros:

  • Professional video and audio quality for best clarity
  • Allows for multiple sources and camera angles
  • Stream feeds can be shared across multiple platforms at once
  • More flexibility for repurposing the content later

Cons:

  • Less spontaneous, must be planned in advance
  • Requires more resources and budget

Key Considerations:

  • How formal is the content you’re presenting?
  • Are you hoping to re-purpose the live content as different shorter videos?
  • Are you investing the same amount in quality that you’re expecting to see in ROI?
  • Is there only one destination you’d like to stream live to or multiple?
     

Using our key considerations and weighed out pros and cons as a guideline when you start planning your live stream will ensure you take the right approach when going live. Remember that part of the beauty of live streaming is that it’s in the moment, and each time can be a different mixture of the above elements until you find what’s right for your brand.

For more social media marketing tips and strategies, check out our Client Summit Session on building your social streaming strategy with Doug Simon, CEO of DS Simon Media. You can watch the session in full on demand, by visiting our YouTube channel.

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