Live streaming has gained massive popularity in the last few years, and there is no sign of it going back. Video content has changed the way how brands interact with the audience. Nevertheless, creating video content sounds complex; incorporating live streaming into your marketing campaign shouldn’t be as complicated as you think. With a piece of planning and the right strategy, you can create videos to engage your target audience.
Live streaming helps engage viewers in authentic and immediate ways that other social channels can’t. Nowadays, more and more marketers are paying attention to implementing live streaming in their video marketing campaigns. More than 67% of digital creators and marketers anticipate video marketing as a top priority, while 28% invest in live streaming.
Customers these days expect live video at each step of the consideration process. To cater to the growing demand, savvy brands search for new ways to use social media and tools like Facebook Live, Vimeo, LinkedIn lives, and many more for marketing stack. Digital Manager Carolina Herrera says, “if you do not focus on live streaming, you are missing out on many opportunities that your competitors might pick up.”
What is a video marketing campaign and how is it beneficial for businesses?
A video marketing campaign means utilizing video to market your business products or services. It helps you educate your customers, increase engagement, and boost business profits. Besides, it can increase conversions, generate more traffic, show expertise, and, more importantly, enable you to build trust with an audience.
Therefore, it becomes crucial for you to create video marketing content and promote it. However, before capitalizing on marketing videos for your business, it is essential to ensure that you have a technique in place. This strategy must align with your objective and appeal to your targeted audience.
Tips to implement live streaming in video marketing campaign
Social video ad spending reached around $14.89 billion in 2021, increasing 44% from 2019. It accounts for 30.4% of total video ad spending. However, overall video ad spending is expected to increase by 62% between 2019 and 2023. Video is considered the most effective marketing medium as it helps generate more engagement than text and images.
Among all video formats, live streaming is in demand. Live streaming involves lesser editing and rehearsal; hence it’s a more authentic way to interact with your targeted audience. For businesses, it provides another way to receive instantaneous feedback and a chance to connect with customers. Let’s explore a few tips to implement live streaming in a video marketing campaign.
1. Have The Right Gear
You will need some advanced equipment when streaming live. But do you exactly know what you will need to go live? You don’t have to invest an amount in equipment; you can just go live and reach your targeted audience with the use of a smartphone. You can buy a pair of headphones that have the best built-in microphone for better audio quality.
Audio is a crucial aspect of live streaming video, hence purchasing a good microphone. You can use low-cost plug-and-play microphones for this task. You can also focus on improving the video quality by investing in good lighting and a camera. Customers are often drawn to quality. Quality video can give your business a chance to bring more clients and keep viewers’ retention rates higher. Also, don’t forget to invest in a better internet connection; no one wished to go down during sessions due to poor connection.
2. Identify the Correct Platform for Live Streaming
More than 86% of businesses use video as a marketing tool, while 92% of marketers who use video accept that it’s an essential part of their marketing strategy. There are lots of platforms in the market that businesses use to make their content more engaging for targeted audiences.
Each live streaming platform has its own advantages and limitations. Facebook Live, Linkedin Live, and Periscope are the most frequently used platforms. Many businesses these days are also choosing to invest in a video streaming script as the platform makes it easier for them to create, manage, and remove the content at their convenience.
You can even go with channels according to the targeted audience. For example, B2B businesses can go for LinkedIn Live as it is the best one when it comes to targeting professionals and developing networks.
Live streams receive 24x more comments than native video, according to LinkedIn live. For targeting eSports enthusiasts and gaming companies, Amazon Twitch is a must-go-channels, with more than 15 million viewers each day.
3. Plan the right content
Video campaigns on LinkedIn love have around 50% of view rates. Live streaming is less rehearsed; it does not mean you should initiate without a script. Planning the right content can help eliminate the distraction and stay on the objective of the live stream. Remember that the first few seconds are pivotal to the live stream’s success; the same applies to all video types. Thus plan carefully with a clear objective as it can prove to be a good start.
Getting the right content is crucial as it is wise in planning since the content could be used again in the future. There are lots of fortes to consider when it comes to preparing the broadcast in the pre-production stage:
a) Objectives of the live stream
b) Ways to keep the viewers engaged until the end of the live stream
c) Host of the broadcast
d) Crucial feature
It’s crucial to align live stream content with others to remain in the branding and communication consistently. Implementing live streaming in a video marketing campaign is the best way to lock the audience on the channel is to create a routine fix for your streaming.
4. Identity Right Times to Go Live
Find the right times of day to target the demographic on social platforms. Hence it is essential to research and find out the best time to go live. Perform research and discover when your ideal audience is using a particular platform the most.
A late-night is a perfect time to go live because most viewers have reached their homes after a tiring day. They love to go through what they have missed during their relaxing hours. If you can interrupt the timelines with intriguing and captivating content, you can win big.
5. Decide How Your Content Will Be Distributed
More than 91 million subscribers will utilize live streaming by 2024. Lots of social channels are composed of users from different distinct demographic groups. Some platforms have youthful users compared to older people. For example, Twitter includes older users between 35 and 65 years of age. The number of each platform is different; hence the viewership from one platform to another is different.
Live streaming and social media platforms include Facebook, Twitter, Instagram, and more. You can choose the platform that is best for your audience and goals. You can also choose to set up your stream live on multiple platforms; this can boost your reach and make it easier to set up and maintain.
6. Promote Live Stream Event
Create social posts and ads to promote your video content. If you don’t have enough budget, you can promote it on live stream events as well. Make sure to prepare the targeted audience once your streaming content goes live.
Cross-promotion helps build awareness and build your audience on multiple platforms; this enables the audiences to set aside some time to efficiently plan an event. It allows you to stand out from the crowd, create an engaging headline for the event, and design that draws viewers.
Live streaming is faster, more personal, and more direct than images or text. It has spurred the growth of many businesses. The interaction with potential customers and feedback obtained from the attendees works wonders. For a great result, it’s imperative that you plan to be articulate with the live streaming. Be creative and learn something from the live stream on how to make it better.