Submitted for the BroadcastAsia Special Edition
by Cameron Jahn, CMO, AmpLive
Upgrade your live video strategy by planning from beginning to end
Livestreaming success boils down to 2 steps: create compelling content and make sure people see it.
Content creators can now ensure livestreaming success with an effective strategy for marketing live video. Massive audiences now spend hours everyday on Facebook Live, Periscope, Instagram Live, and YouTube Live. That means brands are missing out on unparalleled amounts of attention and engagement without a way to ensure livestreaming success
Live streaming allows you to instantly capture mindshare and become a thought leader in your market niche. And you don’t need a lot of investment in equipment and software.
Polished, professional videos suck up precious resources, but live streams by nature are raw, unedited takes that create more authentic interactions with your audience. Creating live content is now much cheaper (no need for an expensive camera or a top-notch video editing suite). Plow those savings on production cost into mapping out a compelling story.
One easy formula to get started is to treat your live stream like a case study. Just share a situation that emphasizes a pain point you or your customers have experienced, expand on the business challenge caused by this scenario, and then round it off with what was learned along the way. Provide lots of information for both prospective and existing customers during your live streams. Or feature an industry expert or existing customer who can share their knowledge with your audience.
Other formats that work well for live streams are exclusive, behind-the-scenes access to events and Q&A sessions between hosts and guests. Live streaming also works well to bring the magic of an industry event or keynote back to the viewer at home, such as Marketing Nation Summit. Bottom line is, if you make your audience feel special, they’ll reward you with their attention.
Once you have a story ready to go, start planning your live stream. To get started, a mobile phone camera or a laptop webcam is perfect. You may want to invest in a tripod to stabilize your footage.
Creating content is just one piece of the puzzle. The challenge then becomes making sure it gets found by your target audience. That’s the only road to livestreaming success. Many social platforms now have free options for broadcasting your live stream to the world. That’s great, but you should focus on broadcasting to all the channels where your audience consumes content. This might require using more than one tripod so you can broadcast to separate platforms like Facebook Live and YouTube Live at the same time.
An easy way to make sure you cover all avenues is to consider both organic and paid distribution:
Getting viewers to tune in organically is all about your promotion. Leverage the existing audience channels in your arsenal. This could include social media, email, and your website.
Sharing live content like pre-event promotion, notifications, and even a registration page similar to that of a webinar. Before the live stream, promote it across all your channels. Post on your social channels, send an email a day before the live stream, and post a ‘Going live in 15 minutes!’ update on Twitter. Once the event is live, keep spreading the word. Post a “Live Now” reminder on the social channels where you’re live. Share a notification in relevant public Slack channels. These audiences are “low-hanging fruit.” They’re interested in similar topics, so make sure you capture their attention.
At some point, you’ll reach the end of your potential organic viewership pool. Now, it’s time to expand your audience further by boosting visibility with paid promotion through a live video platform like AmpLive. Going live is a gamble, so why not guarantee livestreaming success?
Think of paid promotion for live video is like other paid media, but make sure your vendor has a real-time delivery network. Ensure they can target a specific audience in real-time when your broadcast is live by notifying or serving content to people who have already shown an interest in the topic. Also, be sure they can provide you with valuable metrics and insights on your viewers. This ensures livestreaming success so you can follow up and continue the conversation with your viewers after the event is over.
Engagement is a key way to ensure the livestreaming success of your broadcast. Make sure your live video platform has features that encourage audience participation. Get viewers to chime in, ask questions, share their opinions, and weigh in on best practices during the live broadcast. Periscope’s chat function is great for viewers to ask questions in real-time.
Don’t ignore incentives for audience participation with prizes and free trials. Roblox, a user-generated online gaming platform, gave away prizes on their live stream every day for a week to celebrate reaching 150,000 Twitch followers. Of course, you don’t need to give your audience incentives to succeed. Just remember that engagement is a two-way street, and you need audience participation to complete the circle.
Data is essential for helping you drive livestreaming success by figuring out what works and what doesn’t. Analyzing your impact enables better decisions about your live video strategy moving forward.
Many social platforms provide soft metrics like views, shares, and comments. These are good as early indicators of your video’s effectiveness. However, these metrics don’t reveal who engaged with your live video. Dive deeper to understand your audience and reveal important insights. Platforms like AmpLive let you place a cookie on each viewer and track the exact moment someone engaged with the live broadcast. Then, nudge that person further along in their buyer’s journey in other campaigns and channels.
Conversions or Goal Success
Getting from a live video broadcast to ROI is a process: engage, distribute, convert, and close. Be sure your audience engages with the livestream. Then, publish the stream via a distribution network across the web. Each stream will be wrapped in an ad unit with a cookie that tracks view time, engagement, conversions, etc. Then, track click-through rate, conversions, and other metrics to inform how you follow up.
For example, a viewer who spends 30 seconds with your content may only be ready for a soft follow-up offer (e.g. a newsletter subscription). Someone who views your live stream for 30 minutes may be ready to sign up for a free trial. They might want to register for an upcoming event or engage with a piece of content. Think of live videos in the same way you do for your other marketing programs. Your goal should be to drive more qualified leads to feed into your nurture campaigns. Then, you can track each viewer through to a conversion to guarantee livestreaming success.
While live video is raw and unedited, it requires a strategy for it to be effective. Each step drives the success of the other. Reaching the right audiences and showing a positive ROI is the ultimate goal. But understanding how to manage the workflow is key to live content creation.