How to live stream professionally is one of the questions we get asked the most by interested clients. So I’m going to try and break live streaming down into four simple steps to get you started.
So, you’ve decided that live streaming is something you want to explore. But there’s a minefield of information out there and it can be daunting picking through it. Whilst live streaming is fast becoming the hot new marketing tool everybody’s talking about, resources are still catching up. There’s still little honest, jargon-free information out there to help the average business scope out what’s right for them. At Visair, we’re keen to give you as much information as possible so you can make informed decisions. The more you know, the better chance we have of helping you reach your goal.
Before you get bogged down by technical terms and equipment specs, start by asking yourself these questions…
Firstly, it’s important that you start with a clear headline objective of what you want to achieve by live streaming. For example, there are many different reasons for taking your brand live online. Perhaps you want to reach wider audiences, create more leads, grow brand awareness, give something back to your existing customers. The opportunities are endless. Therefore, deciding on your ultimate goal is the first step towards choosing the right live streaming path.
You can read more about the benefits of live streaming here.
Secondly, consider what type of content you want to put out there. For some, this is the easy part as you may already be producing content that you want to expose online. Likewise, for others who may be exploring new marketing avenues, coming up with content ideas can be the hardest part. Whilst you don’t need a full and detailed content plan at this stage, the type of content you wish to produce could (and should) influence both your choice of platform and the direction in which you go.
Take a look at my post what content can I live stream here.
So you know what you want to achieve and have a rough idea of the type of content you want to stream. Now you have a basis to start comparing the live streaming platforms available to you. The decision as to which platform(s) to choose should be based on a few different factors.
Firstly, it’s important to consider your existing brand strategy. For example, if you already have a strong presence on a particular channel, this is often an ideal place to start to give you maximum impact with your live stream.
Secondly, where are your target audience most likely to engage with your content? Just because you have a strong presence on one platform doesn’t automatically mean it’s best to reach your target audience. Particularly if you’re looking for new customers or trying something new this needs careful thought. It all comes down to what you want to achieve. For example, Instagram may not be the best place to host a corporate business conference, even if you have thousands of followers there.
Thirdly, different platforms offer different capabilities and features which may enhance or restrict the type of content you want to stream. There’s so much to consider – live chat, ticketed events, private streams, reliability, brand association. Understanding what each platform’s strengths and limitations are will help you plan the most effective content, helping you get the most out of your stream.
Of course! Part of the beauty of live streaming is it’s spontaneity and accessibility. In other words, there’s nothing stopping anybody taking their mobile phone and hitting live on any streaming platform, recording mobile footage and getting plenty of hits. So, for some, this may be exactly right for your brand.
However, there’s always a BUT, because as with any marketing, everything that your brand puts out there is a statement about who you are and what you do. We live and die by the content we create, and with live streaming, you only get one chance.
Professional live streaming services can not only support you in making the right decisions to the above questions, they give you the tools to create quality, effective and reliable content without compromising on authenticity. After all, you wouldn’t shoot a promo video on your mobile phone would you? Well, the same rules apply with live streaming.
This is just the tip of the iceberg when it comes to creating successful and engaging live streaming content. Asking yourself these questions are the first steps on the journey of how to live stream professionally. As with any new marketing venture, it’s vital you take the time to consider properly all the steps above before jumping in. The more thought that goes into any campaign, the more success you’ll have in the long run.
In the case of live streaming, we believe the more you know, the able you’ll be to navigate the services on offer to you. Making informed decisions on what’s right for you and your business is vital in enabling us to help you deliver them.