By now, you’ve probably seen how live content gets pushed to the top of every stream on your social media feeds. You probably even get push notifications on your apps when someone goes live. It’s not a coincidence, but more of a calculated effort from companies like Facebook, Twitter, YouTube, and Twitch to be the leaders of a space that is still in its infancy. Facebook even took to the streets to teach people how to go live on buses, transit shelters, billboards, and TV ads!
While tech companies have focused on getting their users to go live, they know that the eventual play is to gain that almighty advertising dollar. Almost every brand already has a video marketing strategy, and many have begun to test live stream marketing. Early adopters of new tech mediums have often been rewarded with followers and media attention, even though their content has typically had very little production value. Ask yourself, could “Charlie Bit My Finger” on YouTube be a viral hit today?
After documenting the early efforts of live stream marketing from all brands and industries, I began to notice a trend amongst the video efforts of those that had the most success, based on views and engagement. In this blog, I’ll share 12 tips that brands should incorporate and consider in their live stream marketing campaigns to succeed in this new landscape.
1. Hang Loose
You should have a bullet-pointed agenda of what you want to cover and in roughly what order, that reinforces your objective. Scripting out too much of your live stream dialogue often leads to a robotic presentation with unnecessary pressure. When Dunkin’ Donuts went live to create buzz for their free donut giveaway on National Donut Day, they loosely showed viewers how to make donuts by taking them through their test kitchen. This allowed Dunkin’ to create a casual environment for users to engage with the brand.
2. Show, Not Tell
During your live stream, make sure the host/presenter shows the viewer and demonstrates. This is more powerful and visually interesting than simply telling the viewer information because it allows the camera to follow the action, which keeps the audience engaged.
Your live stream does not have to live in anyone else’s shadow. Unlike scripted television series, you don’t have to have 21 minutes of pre-recorded storyline or as with commercials—15 or 30 seconds to get the point across and sell, sell, sell. Dunkin’ Donuts went 12 minutes. DJI went one hour and 17 minutes. Be efficient, but don’t pressure yourself to stick to a certain timeframe.
4. Don’t Jump the Gun
What concert have you been to that starts on time? Or NBA Finals? Super Bowl? If you’re at a concert, you’re typically looking at a 30-minute delay. At sporting events, 10 minutes is common practice. These delays allow stragglers to get settled and builds anticipation for the main event. Leave a graphic up for 5 – 10 minutes with something as simple Go to the full article.