Instagram Live has arrived. So has Twitter Live, with Periscope. Facebook has long been live and Snapchat is predicted to follow suit. For brands, live video is the next big communication channel — a way to build engagement with urgency and exclusivity.
But you need to do it right. Here are seven tips to become a live video expert for your business:
1. Don’t Just Talk, Move!
The most common live videos consist of moving selfies. Someone turns their webcam on or picks up their phone and starts talking. And that’s fine. But you can win more engagement if you combine those videos with action shots. Use a GoPro to broadcast yourself biking down a mountain trail, or talk while walking through a farmer’s market.
“Even just bringing your audience with you on a stroll turns your broadcast into an event,” says Joel Comm, a live video expert who has been using this format for more than eight years. “It gives viewers more to see and takes them away from their desks. It’s much more engaging.”
2. Make Sure People Know When You’re Broadcasting
Spontaneity is a great thing, but if you want a big audience, you need to tell people when and where you’ll be talking. Use your Facebook page, your Twitter account and any other social media channel to tell your audience where you’ll be and how to access the video.
And make sure you pick a time when you know your audience will be online. You’ll always miss some of your potential audience, but pick the right hour based on your user data and remind people when you’re doing your broadcast. You should find that a good portion tune in.
3. Make Your Broadcast Personal
The benefits of live video extend beyond urgency and immediacy. The format also brings a personal connection between the business and the audience. You’ll be able to see who’s joining and you’ll be able to answer their questions in real time. Dale Carnegie has described someone’s name as their sweetest sound. As you’re broadcasting, you’ll see those names as your audience builds. Mention them to make a mass broadcast feel like a personal chat.