Amplify the Return on Investment of Your Livestream Video
Updated: Jul 10
Today's #1 video format is LIVE.
Whether you are doing a Facebook Group Q&A session, a YouTube tutorial or an Instagram Story, live video has become the kind of video that everyone wants you to have.
Live streaming is expected to account for 82% of all internet traffic by the end of 2020. (Go-Global)
But live video is much more than just filming in the moment.
In order for your live video to really become successful, you need to plan before you go live what you are going to do with your video AFTER the broadcast.
Because a live streaming video should provide you with a large library of creative video content after you hit the stop button.
BEFORE YOU LIVE STREAM
The key to creating a long lasting and successful LIVE STREAM VIDEO is the preparation you do before. This will enable you re-purpose your live stream easily and effectively.
What will the format of your video be? Webinar, interview, lecture, workshop, panel?
Your choice depends on your audience, the social media network you plan to post on and what concept works best for your product or service.
Many people find that live streaming with someone else, either a partner or someone you are interviewing, is easier, (especially in the beginning) until you feel comfortable being on film. (Still worried about pressing record - check out our YouTube video on building confidence.)
What platform you will post on depends on your business needs, where your audience is based, and ease of use.
Each platform has it's own live streaming process and rules. Some times you will need to tailor the content to fit the channel. (See below for details on each channel.)
There are also many ways to live stream on multiple platforms at the same time, if you decide that going live on more than one platform at a time is beneficial to your brand. (Streamyard and Be.Live are popular choices.)
Facebook is still the easiest platform to start your going live journey. It is estimated that Facebook Live videos view count climbed to 2 billion viewers last year.
Before you begin live streaming check out your lighting, equipment, outfit (include pants!) and background. We have learnt this the hard way. Even though it's okay to have a bit of a mess on the side these days (authenticity!) there are times when you definitely do not want to be airing your dirty laundry!
Make sure you know where you will be sitting, keep it clean and organized,
Perhaps use a Green screen or zoom background (it is still a performance)
Consider having a friend onboard to help with tech
Camera angle is also important. You want to be looking directly into the camera.
Yes you need one. Even if you don't use it, having a written script will make you feel more confident.
More importantly having a script you will make sure that the content you need for after the live has already been prepared and filmed.
Have an outline of the topics you want to cover
Have pre-planned questions that you or someone else can ask at various intervals in case your live audience isn’t ready
You could even turn the script into a power point to share after the broadcast
PRO TIP: Live doesn’t mean wing it. Better to be over prepared than caught on camera empty handed.
Not all lives are created equal. Some lives are prerecorded. (We were shocked too!) If you think some of your guests might do better being filmed before hand, go for it.
For pre-recorded live you still need the speaker to be on hand to answer questions
Even if you are completely live it is a good idea to create some short videos that you've prepared on the topic just in case
Have a fall back if there is a tech glitch
6. FILM, FILM, FILM
That’s right, start filming the process from the moment you decide you are going live.
If you do things to prepare for this moment, get them on camera.
EVEN setting up your space is something that you can film to be used later as B-roll .
When you re-purpose your live streaming content, B-roll and bloopers are great to have around.
7. CREATE FOMO AROUND THE EVENT
Creating fomo should also be part of your marketing strategy.
And if you make some videos for this purpose they can all be used in different combinations later.
Here are some FOMO video ideas.
Have an Ask Me Anything sessions to help generate a list of questions your audience wants answered
Behind the scenes – film a bit before. You can use these scenes beforehand you go live (in that first 5 minutes that can sometimes be a bit quiet) and after as they can be part of the new video you will create from your live stream
Create a countdown. Make 30 second videos that count down to the day of the live with a bit of added value about what you will be discussing
Produce product demos or short tutorial ideas that lead into the main topic
Create entertaining episodic shows before and after connected to your live stream
Take some polls on the questions your audience wants answered
8. DURING YOUR LIVE STREAMING EVENT
Live streaming is consumer-centric. It is all about the engagement.
Start talking right away – DO NOT wait until people show up. Have some topics prepared that you are ready to discuss.
Ask the audience questions that have open ended answers
If someone comments make sure to interact and refer to them
Ask people to tag their friends to invite more people
Make sure you have a CTA at the end of the live stream
Consider having a moderator in case you get trolls
Ask people to live tweet or post something on Instagram while you are live
Have a hashtag people can use during the live and ask them to use it so you can track your traction on Twitter and Instagram afterwards and interact with those who used it or who liked it.
PRO TIP: Have a willing participant comment and film from the audience side to add another perspective to your post production video.
9. AFTER PARTY
In order to have for all this to work, you need to have thought about your video marketing and content strategy beforehand!
Once the Live Stream is over, make sure you SAVE IT.
Then you will need to edit it
Create at least 5 social media posts (micro content) around one topic. This video will show you how.
RESOURCE: For a list of the best types of videos to make after a live streaming event download our free checklist
Here is a list of actions you can take after you finish your live streaming event
Add the link to an email or newsletter
Do a Live follow up
Conduct a survey or poll on which questions the audience felt were most important
Create quote posts using statements from host, speaker and audience member
Create short micro content videos using some live footage and some produced that is centered around a single question
Take the audio of the post and turn it into a podcast. (Use Headliner to create a video experience of this.)
UGC – A user generated competition means getting video content from your audience for your audience
Use part of the live in a short promo concept
LIVE BREAKDOWN ACCORDING TO PLATFORM
Write a blog post which can answer all the questions asked on the Live
Embed your Facebook live streamed video into your blog post. This can improve the SEO of the FB video and make it searchable on Google. (Check out what Dustin Stout and Owen Video have to say about that in their live!)
It used to be that you couldn’t save your Instagram Live directly onto the platform but that has recently changed. For more info read Social MediaToday’s article about this.
You still have to be invited for LinkedIn live but once you do get it, check out Professor Nez’s YouTube channel for lots of great info.
It is easy to go live on Twitter without another streaming platform, but even though the platform now has the ability for you to add a guest, it is AUDIO only.
To add a video guest you have to use a livestreaming tool. (We use Streamyard).
PRO TIP: Twitter has a cool feature that allows you to highlight just the time stamped portion of the video that you want your audience to watch.
Interested in the ins and outs of YouTube livestreaming video?
Hootsuite has laid everything out for you from start to finish in this article.
Now you are ready to record your next live again. Still not sure how to edit that video once it is done. Check out our YouTube channel that features how to edit in our video marketing 101 playlist.