There is no doubt live streaming video is taking hold of content marketing. More and more brands are getting in front of the camera to interact with their audiences and show off previously unseen dimensions of their organizations.
But some brands are struggling with Live streaming videos. During the process, many of those companies are making some rudimentary — and avoidable — mistakes.
Making the Move to Live Video Marketing
Live streaming video strikes a note no other form of marketing can. It’s accessible. It’s personal. It’s interactive and evokes a unique urgency. The challenge is for marketers to approach using live stream videos in ways that play to their strengths.
The rudimentary fundamentals of producing a Live Stream Video are:
- Having the ability to deliver good quality audio
- and having a strong internet connection
Here are seven common live streaming mistakes to avoid:
Live audiences want authentic and off-the-cuff dialogue. Sticking to a highly detailed script flies in the face of the intent of the Live Video.
Never Go live without a plan. Use bullet points instead of paragraphs to enhance the organic feel of the live stream.
2. Under Produced
Smartphones are great for videoing your kids soccer game, but when it comes to showcasing your brand you shouldn’t take the risk of using smartphones. Launching a Live Stream on your smartphone, or tablet, is the popular form of streaming Live, but very few live videos produced using a smartphone provide the professional image every business and brand should strive to create.
Consumers have had enough of the shaky smartphone videos and have developed a very low tolerance for low quality audio and off-center camera framing. Live video is raw and usually produces unique content. Do not blow the opportunity to deliver unique content by attempting to appear ‘Cool’.
There can be a lot of benefit to deploying professional audio, lighting and using profession camera equipment. Hire a professional who is focused on lighting, and what (or who) is in the background).
Hire a professional video production crew to produce the Live Video. The cost of the production becomes very affordable when you consider the cost it takes to Rebrand your business’ image after a poorly produced Live Video.
3. Stalling for an Audience
No matter if you promoted your Live Video months ahead there will be very few viewers during the first few minutes. Many brands have developed the bad habit of waiting around for more viewers to arrive before they start delivering their message.
On the face of it, that can seem like a reasonable move, but for the viewers who have taken the trouble to tune in on time, those awkward first moments will be deadly dull and hardly much of a reward for your core audience of devoted fans.
The way around the timing dilemma is to remember that most platforms allow viewers to watch your stream like a normal video after the live streaming ends. That means there’s no reason to compound the awkwardness of all that waiting around by making it part of your permanent video record.
Produce the Live Video like you were shooting a recorded message. The outcome will be better
4. Failing to Engage With Commenters
Facebook Live viewers comment on live videos . Failing to respond to comments as they roll up is a missed opportunity to secure a sales lead. Same goes for comments made to YouTube video comments. YouTube is a much more powerful video platform due to it’s direct connection to Google’s search engine. Failing to make comments to YouTube videos also results in a miss opportunity.
Assign someone to manage your Live Stream comments and respond immediately to comments. Take note of who the comment is and reach out to them after the Live video to thank them for their support.
5. No Incentive to Stay
Consumers who view videos like to skip through videos to get to the juicy bits. This isn’t possible with a live stream, so to retain viewers until the end of a Live stream becomes much harder.
From the very beginning of the live video give your viewers an incentive to stay tuned in. Tell your viewers before and throughout your stream that a giveaway will take place at the end of your stream but that the only way to win is to stay tuned in.
6. Live Streaming Too Often and for Too Long
To keep the concept of live streaming fresh and exciting for your audience, make your live videos a periodic treat, not an everyday occurrence.
Cap the length of your live videos to keep them interesting. The ideal length varies from audience to audience, so be sure to experiment, and frequently pool your viewers to get their input.
7. Not Recording and Repurposing Live Video Content
Live video is a great way to engage with your audience in real time, but the opportunity to engage with potential clients doesn’t have to end there. Many brands forget about recording the Live Video.
Always record your video stream. Edit the recorded video to make segments. Then showcase them on your YouTube, Google+, LinkedIn and Instagram. Upload your stream’s audio as a podcast episode.
Not only will your audience who didn’t get a chance to tune in live appreciate that you’ve reposted the content, your live viewers will often want to re-watch the stream as well.
Make Your Live Streaming Count
Most brands see live video as unchartered territory where embarrassment lurks and mistakes can be made all too easily. Other organizations have embraced live video with gusto, but in their haste, have neglected to pay proper attention to their engagement strategies.
Both camps — and the audiences who watch their efforts — can benefit from the live video tips above to make every content stream count and every viewing moment more productive and enjoyable.
Contact SyncLab Media to learn more about how Live Stream video productions should be part of your video centric digital marketing strategy.