Tom Levers

Why are businesses getting so excited about Live Streaming?

Posted in BUSINESS DEVELOPMENT by Tom Levers on February 15, 2018

Because it’s a fun and a fairly simple way for anyone to use the power of video to communicate their brand stories, and build authentic relationships with fans and followers — in real time.
However, for such a simple concept, Live Streaming has a lot of little nuances that marketers will need to learn if they want to get the most out of this new technology platform. This guide will help you learn the best tricks that can make a big difference in how many people see your live broadcast, how they engage with it, and how it performs.

There are three questions that you need to ask yourself.

What do I want to Live Stream?

1. Man on the Street
The first and easiest way to get started with Facebook Live is to host a Q&A. This is a great way to start because it allows you to easily get feedback on your performance and generate content quickly, based on what viewers want to know. If you’re hoping to increase engagement with your audience, provide an in-depth look at your brand, and gain more exposure and awareness, this is a great place to start.
It doesn’t have to be a simple process, though. You can extend the basic Q&A to something even more elaborate and exciting. An idea is “The Making Of “. What makes it interesting is the participants answering questions in the video. But it isn’t only for B2C industries and brands. This can work for B2B as well. You’ll be able to strengthen your business relationships through a live Q&A. However, you decide to run Facebook Live, be sure to answer questions from your viewers for massive engagement.

2. Teach viewers how to do something
The first rule in creating content for your audience is to provide value in everything you do. One of the easiest ways to do this is to teach your audience how to do something. This can be easy if the instruction is on a task you already know very well. Dunkin’ Donuts explained how to create easy Valentine’s Day treats through live video. The helpful resource was a great way to connect with fans and build an even larger audience.
3. Stream an exclusive interview while joining forces with an influencer.
Co-marketing is one of a marketer’s strongest tools. By teaming up with another company or influencer, you can increase your exposure to potential customers. How do you achieve this with Facebook Live? By identifying a key thought leader in the same or similar area as your business and featuring him or her in a Facebook Live broadcast.
In their beautiful test kitchen, Food & Wine Magazine hosted a Facebook Live video of chef Marcela Valladolid creating a dish from her new cookbook. The live broadcast allowed Food & Wine to engage with tons of potential new readers and Valladolid got publicity for her cookbook, which appeared at the beginning of the video.
To use this tactic in your Facebook Live marketing, locate a co-marketing partner, ideally, a thought leader or influencer whom people will recognize and you expect will be good on camera (remember, you want this to be entertaining).
Next, identify a topic you want this person to speak about or demonstrate. If you run a yoga studio, for example, find a local personality to talk too. If your business is in home contracting, work with another professional in a complementary area to create a quick home improvement DIY video. The key to co-marketing is creating a mutually beneficial relationship. Yoga instructor First name Last name demonstrates how to use a chair for yoga poses for those who cannot use a mat Facebook Live broadcast.
During the broadcast, as Food & Wine did, stay involved with your audience to answer live questions either on air or in the comments section. Make sure to mention the audience member by name when you answer questions in the comments (a Facebook-recommended best practice).

Takeaway: Facebook Live is a great vehicle to further your co-marketing efforts.
Select a business partner to work with and create a live video to move toward your respective marketing goals.
Even if you don’t want to be in your live video, you can easily shine the spotlight on someone else. When Airbnb created a Facebook Live video, they interviewed the cast of The Jungle Book at the Airbnb Treehouse. The Jungle Book Live at the Airbnb Treehouse at the World. It was a brilliant form of cross-promotion that allowed them to reach a huge audience of Disney fans and skyrocket their brand awareness. By interviewing others, they provided an opportunity to engage with fans and promote your event.

4. Announce a new product
Just as Apple transformed their product announcements into media and brand awareness events, you can create a social media firestorm for your upcoming product release. The secret is to build anticipation and have a prepared performance that engages viewers throughout the video. When releasing their new EV Bolt, Chevrolet announced the product and its features via a Facebook Live video. “We are coming to you live from CES 2016 Join us”. It built anticipation for what they were going to do with the release of the car, and it provided a new platform to turn the product launch into a media event. Even if your product is in a “boring” industry, a new release can be big news for your most devoted fans, who will expand your reach to those unfamiliar with it.

5. Explain and display a product
If you’re struggling to conceptualize a Facebook Live video that would work for your audience and brand, consider showing a product you’ve already created. Don’t worry about announcing something new or teaching how to do something with the product. Simply show the product you have to offer in real time. This is a great way to allow yourself to be more relaxed since you’re talking about something you already know. It’s also a great way to pull off a live video even if you hate being filmed. Martha Stewart used this technique to show different Christmas decorating ideas. Instead of teaching how to use the decor, she simply explained the pieces that were already set up in the studio. This is a great way to get started with Facebook Live if you’re not comfortable thinking on your feet quite yet.

6. Give a live tour
Your Facebook Live video doesn’t need to focus on a person or product to make it interesting. If you have a unique location, providing a tour in real time can be a huge opportunity for you to reach out to loyal fans. Callaway gave a tour of Arnold Palmer’s office when they wanted to show golf lovers exclusive content. The simple video shows the archived surroundings of the legendary golfer and accumulated almost a quarter-million views to date. That’s impressive. Showing a unique location, or even your company office can be a great way to promote your brand and teach others about the values and interests that drive your company.

7. Create a recurring show
If you want to provide massive value to your most loyal fans on a regular basis, consider creating a daily show. This is a great way to engage with fans personally. To make this work, you’ll need to find a specific time each day where you can answer questions your fans have for you. It can be a fun way to explore the newest trends and show what’s happening in your industry, especially if it changes often. A great example of a daily show done right is Guy Kawasaki’s Daily Ask Me Anything. Because of the social media and digital environments changes quickly, he can provide expert analysis to his loyal fans and answer their questions about the most recent breakthroughs.

8. Announce breaking news
When an event happens that affects your brand, you should live to stream it. This is a great way to provide a sense of information through new channels in much the same way that traditional media channels like TV and radio offer. To make this work, you’ll need to decide on the event you’d like to broadcast. Oftentimes, this is something recent that you won’t have time to prepare. For other events, like holidays, special festivities, or even environmental events, you can and should plan in advance. If you’re the main source of live information during a breaking news event, you’ll acquire a huge amount of brand awareness without the expense or effort such a reach usually entails.

9. Film an unedited version of your videos
If you already have a large following for prerecorded and edited videos, you have a massive potential for a viral Facebook Live video showing the process in real time. While most of your viewers are used to seeing the edited footage, the appeal of a live and unedited cut is enticing. You can show the video, bloopers and all, for fans to watch now and share later. As a follow-up to its highly successful Tiny Kitchen series, Tastemade achieved massive brand awareness with their Tiny Kitchen: LIVE video. It was a hit, with well over four million views. If you already have a popular video style, this is a great way to expand to Facebook Live without additional preparation or planning.

10. Show off your brand personality
When it comes to what fans would like to watch in your Facebook Live videos, the truth is that people are more likely to engage with you via live video than another blog post. In fact, 80% would rather see a live video from a brand than a blog post, and 82% prefer live video to a social post. You need to take advantage of this medium. One of the best parts of the live video is that it provides you with a unique opportunity to show your brand personality. In order to make this work, you’ll need to have a particular kind of event or focus for your video to provide a casual and transparent glimpse into your company. For BuzzFeed, that was in the form of a live dance party, complete with voting from audience members and different styles suggested by the viewers. If you’re a personal brand, this is a particularly potent way for you to show your personality.

11. Broadcast live events
If you have a live event to display, it can be a great way to show off your brand and develop huge awareness by broadcasting the events that are taking place. When the American Music Awards broadcast their ceremony live, they used a large team of reporters and different stages for their massively popular video. Of course, most smaller brands and startups don’t have this kind of budget. But that isn’t a problem. If you have a regular event, you can promote it without a special, dedicated team. Along the same vein, Starbucks filmed their participation on voter registration day using a simple live feed of the events as they unfolded. No matter the size of your brand and budget, you can make live video work for an event just by broadcasting it as it takes place.

12. Answer blog comments
If you’re struggling to reply to lots of blog comments, you can do it in a more engaging way that will save you time and boost your brand awareness, too. Instead of replying to each comment individually, host a Facebook Live event where you respond to the comments as a whole.

13. Offer content to a private group
If you have a private Facebook Group for your fans, you can create exclusive content only for them through a live video. This is a great way to show others the value you’re offering a group and build awareness for the high-quality content you produce on a regular basis. By providing live content, you can build awareness for your brand, while at the same time growing your Facebook Group.

14. Record an experiment in real time
If you want to create a viral hit that’s a guaranteed success, look no further than an experiment in real time. When you host an experiment with an unknown conclusion, you create a sense of anticipation that’s addicting. It’s no wonder these kinds of videos, even when they’re very simple, can generate a massive following and expand your brand awareness faster than anything else. One of the biggest successes of this technique was the live video BuzzFeed posted as they exploded a watermelon using rubber bands. The extended video grabbed viewers not because of the content, but because of the payoff that everyone knew would come in the end. Even though the majority of the video content of these experiments is monotonous, they create excitement by building up to the unknown conclusion of the experiment. This is a great way to increase your Facebook engagement by providing content people can’t get anywhere else.

15. Give behind-the-scenes details
If you have something happening at your company headquarters, it’s a great time to show viewers the behind-the-scenes details they’d miss out on otherwise. You can create huge audience excitement with these type of videos, especially if you provide exclusive content with someone well-known or an event that will release soon. Target streamed behind-the-scenes footage of a Gwen Stefani music video and garnered over 75,000 views. Target Here s a sneak peek before we create Gwen Stefani s new Even if you don’t have a celebrity connection that will help skyrocket your brand awareness, you can still create content that’s engaging and exciting for your most loyal fans. Just look to find exclusive content that shows the perspective of what the viewer is used to seeing.

16. Run a contest
If you want to explode your brand engagement and awareness in a way that’s so simple it feels like cheating, you need to run a contest. By creating a contest, you start off with massive brand awareness through what you have to offer the winner. But by using a Facebook Live video, you can create an even more engaging experience. Just announce the winner of the contest via live video. Not only will the video attract the views of everyone who entered the contest, you’ll get views from the friends of those waiting to see if someone close to them wins the grand prize. It’s a great way to expand the viewing audience of your brand.

17. Host a special guest
A lot of small business owners worry that their Facebook Live videos won’t be popular because they don’t have a large following. Don’t worry about it. You can build your brand awareness and drive massive traffic to your videos by working with someone else that has a bigger following. Sephora hosted Jen Atkin of Ouai Haircare and Christophe Robin Paris in a video about holiday hairstyles, and it resulted in off-the-charts engagement and awareness. bThe secret to making this work for you is to find someone you can approach and work with for the video. Even an authority figure a few rungs above you on the social ladder will work perfectly to make this technique a success.

18. Deliver your own strategies and motivation
If you’re hoping to build a personal brand, you need to look no further than explaining your philosophies on camera. To make sure this is a success, look to create a video about something unique in your life. What do you do differently? What can you offer that others are interested in? A great place to start is by looking at the insider techniques you use — techniques the less advanced in your field might not be familiar with. These “insider techniques” and “secret hacks” can develop into a solid content strategy that will give you a brand voice and distinctive style. This technique is a great way to drive a massive following and attract an audience that’s magnetized by your unique approach.

19. Offer live critiques and teardowns
No matter what you believe, you have expertise that people would love to learn from. You can create a mesmerizing Facebook Live stream by offering to review people’s work with free suggestions, feedback, and recommendations. The easiest way to do this is with a live critique or teardown. Before you start, encourage your audience to submit pieces for you to review. Once you go live, encourage other viewers to submit their pieces as well, if there’s time. During the video, break down the good and the bad in the pieces submitted. This works well if you’re in a visually heavy field, like photography or website design. But if you’re not, you can get creative with other kinds of critique. If you’re in the gardening space, for instance, you could diagnose problems from viewer’s photographs of specimens. A job expert could critique submitted videos from sample job interviews. When photography expert Trey Ratcliff offered a free photography critique through Facebook Live, he got a massive response.

How do I promote Live Streaming so others attend?
You’ve worked hard on your production, and your event is ready to stream live. Of course, you want as many people to see it as possible. Naturally, you’re going to promote your live streaming event on social media, but what’s the best way to do that?

Here are nine tips for getting the most impact and visibility from social media engagement for your live video streaming event.

1. Start Early Enough  – You want to leave people who are interested in your event time to schedule it in. Notifying them at the last minute is a recipe for getting, “Oh, hey, I’d really like to do that, but . . .” as a response. Of course, it’s possible to overdo the early notice; an event that’s too far in the future is easy to forget about. Depending on the length of your live video streaming event and the amount of time commitment you’re asking for, between a week and a month is probably about right. Follow up notices should go out as the date approaches, especially to those who have expressed an interest. Those people should go on a contact list.
That’s for the event itself, but naturally, you should have a social media presence long before the event enters the planning stage. As an ongoing participant in the social media conversation, you’ll build recognition and make people more likely to pay attention when you announce your event.

2. It’s a Long-Term Relationship –  The most important thing to remember about social media promotion is that it’s all pull and no push. It’s not advertising in the traditional sense. Everyone has the power to block you. Yes is for now. No is forever. You’re looking for a long-term relationship with people rather than for a short-term response. Anyone who likes your presence on social media will tend to look kindly on events and other offerings that you promote. Offer quality discussion and content rather than mere advertising, and you’ll do well. The rest is just the details.

3 Create a Project Calendar  – It doesn’t have to be a big deal, but it will be easier if you work your tasks, resources, and date backward so you have time to accomplish what you need.

4. Other unique outreach, email, text, Pinterest, too?  – People are much more likely to participate in an event when they’re referred to it by someone other than the event’s promoter. It’s a matter of trust and perceived disinterest. It’s your event, so you’re not a disinterested party, and everyone expects you to speak well of it. A certain skepticism automatically applies.
You can jump-start this process by enlisting the help of those who are already familiar with your productions. A tweet or a Facebook post from such people is worth a hundred from you. “Hey, I know these guys, and this is something worth seeing.” Wouldn’t you be more likely to click if it’s presented that way, than if the event promoter is blowing his own horn? Especially if it comes from someone you know and trust?
5. Locate Your Audience  – You should have an idea of the interests of the people who would want to watch your event going in. Those interests will be reflected in participation in social media communities where the platform supports them (true of Twitter, Facebook, and Google+), and subscribing to relevant blogs. (Perhaps including yours, but certainly not limited to yours.)
Tips to Promote Your Live Streaming Event on Social Media Targeting your social media communication to those communities helps get the word across to the right people. It’s a much better approach than simply casting the word out into the public. The social media conversation is enormous. You have to narrow it down a bit.
It’s a good idea to participate in communities relevant to what you expect to be doing long before you actually put on an event. Make yourself known. That way, when you announce your event, it doesn’t look like you’re a complete stranger whose only interest is to advertise
6. Take a Coattail Ride  -Tips to Promote Your Live Streaming Event on Social Media. Do you have an established artist or other well-known person participating in your event? If so, you can expect that person to do his or her own promotion. Monitor what your star is doing on social media, and re-tweet or share accordingly.
7. Use a Teaser  – A short teaser video relating to the live video streaming event is golden. Your teaser shouldn’t be too long. A minute and a half are about the upper limit. Put your best foot forward with something exciting that promises your viewers a cool experience or a chance to learn something. Or both. For a longer event, it might pay off to produce a series of teasers revealing more about the event over the lead-up time. Which brings us to:
8. Reveal Details Gradually  – Tips to Promote Your Live Streaming Event on Social Media. As the day of your event approaches, reveal a little more detail about what’s coming. This increases interest in seeing all of your revelations. It builds suspense, and for those who have been following along, boosts interest in seeing your production.
9. Monitor the Response   – Okay, this isn’t really a promotion, but it’s important to gauge the response to the event. The best time to do this is during the event itself or within 24 hours afterward. This will give you an idea of how much reaction you’re generating and what kind. It’s also a good idea to measure the response to the promotion itself. This can show up as shares and retweets and as comments on your posts, or on those of others about your promotion. There are software tools for measuring social media activity objectively.

What production values do I want or am capable to deliver?
Regardless of whether you’re new to live streaming or you’ve done it many times before, things have a tendency to go wrong or break inexplicably. Equipment can be finicky, the software can have issues, and streams can cut out due to unforeseen circumstances. Before you can broadcast your event, you need to select the right video source. There are several good options:
VIDEO CAMERA/SOUND
-A tablet or smartphone, which may be used if you’re just getting started or you’re streaming a video without a physical location for your event.
-A single camera on a tripod, which is the most common option.
-Multiple sources and multiple cameras, for events that require several camera angles or incorporate graphics, lower-thirds, score bugs or other additional items for an enhanced user experience.
INTERNET SPEED
You must also have a strong internet connection to get your live stream online. There are three options for connecting to the internet: Wi-Fi, Ethernet (hardwired internet), or 4G cellular internet. Speedtest.net is a quick and easy way to confirm you have the necessary upload speed for live streaming. I recommend at least 1-2 Mbps for SD and 3-4 Mbps for HD.
CREATE A BACKUP
If there are any issues with the live stream, having a backup will give you peace of mind and allow you to upload your file after the event. This isn’t ideal, but it’s better than losing the entire event! Note: While some streaming providers automatically archive on their end, it is best if you record locally to be absolutely certain you have a copy. SET UP

What Live Streaming service should I use?
The answer is pretty simple — where are your friends and followers? If you have a big base on Facebook, you’ll probably prefer going on Facebook live. If you have a good subscriber count on YouTube, Instagram, or Twitter you’ll get more action there.
All of your equipment should be completely set up an hour before your event starts—ideally, a few hours beforehand. This gives you wiggle room in case something isn’t working like it did during your test.
Facebook Live-If you have a small business and want something easy and free.
Facebook encourages you to “broadcast live to the largest audience in the world.” With Facebook Live, anyone with a Facebook profile or Page can reach a live audience on iOS and Android devices and Facebook Mentions. While a broadcaster is live, the video appears in the News Feed and on the broadcaster’s profile or Page with a “live” indicator. When the live broadcast ends, the video is still viewable on the Page or profile for people who missed the live broadcast. The creator can leave it up or take it down at any time. A Facebook Live session can last up to 4 hours.
Start With Your Smartphone
Turn your smartphone camera on yourself, and instead of taking a selfie, start streaming. Simply hold your smartphone the same way you’d take a selfie or a video of others.
On the positive side, people will feel more connected to you because there’s no perceived barrier between you. That’s the heart of what live streaming is all about: making a connection. The downside is possibly a shaky camera, bad audio, and bad lighting. If you switch from the front to rear camera, the audience could momentarily miss some audio action.
Avoid unflattering angles when handholding your phone.
If you go to the Facebook Live Map and browse the live feeds, you’ll often see people talking about nothing in particular, with unflattering close-up camera angles and scratchy audio. People often shift their phones from hand to hand when they tire of holding them and brush the mic without realizing it.
There are appropriate times for a handheld broadcast, such as when you want to show silly or fun things or goof off and bring your audience along for the ride. But other times, you’ll want to step up the quality a bit and try one of the other approaches discussed below.
Here are some tips to get the best quality stream when holding your phone:
• Use the front camera so you can see the angle you’re shooting from and read the comments.
• Shoot in landscape mode if you’re on iOS. This won’t make a difference during your broadcast. (Facebook Live is boxed, so you can’t tell the difference between portrait or landscape.) However, if you save the video to your camera roll and repurpose content, you’ll want your video in landscape orientation.
• Don’t scrape your hand across your phone’s microphone. You’ll hurt people’s ears if you do that. If you have to adjust your holding position, keep that in mind.
What are the alternative Live Streaming Service?
You may already have some experience editing and uploading videos to YouTube, Instagram or other popular video sites out there, but have you ever broadcast yourself or an event for an audience to watch live? Like, in real time?
It’s easier than you might think, thanks to the popular live video broadcast tools available today. You don’t necessarily need any fancy equipment as long as you have a working camera and microphone, built-in to your computer or smartphone or connected to separate devices.

The following popular tools are used by individuals, business owners and event holders who want to broadcast live video over the internet to their audiences.

IBM Cloud Video
IBM Cloud Video acquired Ustream in 2016 and transitioned broadcasters using Ustream to the new IBM Cloud Video service. The IBM Cloud Video Streaming Manager—the equivalent of Ustream Pro Broadcasting—is a cloud-based platform for the delivery of live video and on-demand content. Primarily a business-oriented service, IBM Cloud Video is designed for large audiences for event streaming or marketing launches. IBM offers a 30-day free trial of the Pro Plan which accommodates 100 to 5,000 viewer hours, 720p broadcasting, ad-free broadcasting, channel password protection and customization. The Enterprise plan is customized for your business. It has all the same features as the Pro Plan plus 1TB video storage, 1080p broadcasting, dedicated event support, multiple bitrate streaming, live analytics, multi-device compatibility and much more. More »

Instagram Live Video
People with established Instagram accounts can share a live video with their followers in real time. When the live video is over, it is no longer viewable on Instagram. The Instagram live video interface displays the number of viewers and comments. The broadcaster has the capability to respond to comments or to turn them off altogether. Live video generates a colored ring around the broadcaster’s profile picture. The video doesn’t appear on the profile grid. At the top of the broadcaster’s followers’ Feeds, the broadcaster’s profile pic with the colored ring indicates a live video. Followers can tap it to see the video. The live video can be seen only by an approved follower for private accounts. For public accounts, anyone on Instagram can view the live video.

YouTube Live
Even though YouTube is known for providing all types of videos that are previously recorded, edited and uploaded, it offers a broadcasting feature for live video that you can access by clicking on “Live events” found in the Video Manager of your account. After you verify your account and enable live streaming, set up your webcam and engage with your audience in real time as they watch your broadcast. You’ll be able to answer questions or reply to viewer comments live. YouTube provides professional controls for your broadcast and allows you to monetize your videos with ads if you so choose.

Livestream
Livestream is a robust service for people and businesses that are serious about their live broadcasts. Livestream powers 10 million events annually and claims the title of world’s #1 live video platform. The service is high quality and easy to use. The company promises fast and outstanding customer service.
Livestream offers a suite of three packages:
-Basic for beginners to video broadcasting
-Premium for organizations and small companies
-Enterprise for businesses with advanced live streaming needs
Livestream offers a free account with limited features so you can try out their live streaming products.

Twitter uses Periscope Producer for live broadcasts on the social media site. Comparable to Facebook’s Live video, Periscope Producers enables Twitter broadcasters to stream live video using Android and iOS smartphones and other sources. The live video can go anywhere on Twitter that a Tweet can go. Your live videos are automatically saved as a Tweet, and you have the option of saving the video to your device when the live stream ends. It is also searchable in Periscope. You can delete any of your posted videos at any time. During the live broadcast, broadcasters can interact with viewers

Twitch
Twitch is a platform used by video gaming enthusiasts who enjoy live-broadcasting their games and watching other users play, compete, teach and do all sorts of other things that gamers do. If gaming is your thing, then Twitch is where you want to be. If you’re looking to broadcast something unrelated to gaming, you should choose a different option. Twitch Prime membership is included with Amazon Prime.

Bambuser
Bambuser focuses on making its mobile video sharing easy to use. Its Iris technology makes low latency, live video capabilities possible and facilitates the distribution of HD mobile live video. The site is well positioned to meet the mobile live video stream needs of individuals and businesses alike. Users connect with the Bambuser app for Android and iOS devices. The service is also accessible through webcams and cameras connected to computers. After your live broadcast, the stream is saved to your account where other people can watch it. Bambuser offers a free trial and three-tiered Premium + packages suitable for private individuals and for businesses: Basic, Standard, and Plus.

YouNow
YouNow are a popular live video streaming and chats app that is used more for casual video broadcasts than for professional work? Users must be at least 13 years old and consent to allow YouNow to use their videos however the company wants. Because many teens use the app, privacy is a concern. The site exercises caution with content, but live-streaming is unpredictable, so there’s no way the site can guarantee viewers won’t see something objectionable.

Tinychat
If you’re looking to place a bigger emphasis on viewer interaction and chatting, Tinychat may be worth a try. Tinychat is an online video chat community used mostly for casual chatting purposes. You can set up your own video chat room in any category or topic and invite other users to join, or you can join an existing room to view and chat.

Conclusion
The fact is that live streaming is the next step forward for video marketing. If you are already incorporating video marketing, it makes sense to jump on this particular bandwagon. And if you haven’t started using video marketing, then why not? Today you can take a step forward because live streaming is simple to implement. Grab your phone and start experimenting with some short live streams. You will be surprised at how well it works.

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