You’re hearing it everywhere — live streaming is all the rage, and your brand should be doing it. (All the cool ones are, right?)
Broadcasting can provide a boost for your brand, but you should think about what works best for your brand before going live. Here are three things to consider:
To Keep or Not To Keep
Do you want visitors to have access to your live videos at a later date? If you’re sharing a flash special, probably not. If you’re broadcasting your session at a conference, maybe you do. For videos with a shelf live, Facebook Live is a convenient option. The social media giant does give preference in its news feed to live videos; however, your videos are stored for future reference. Periscope also added a permanent archive option to its app last year. If you don’t want users to access videos later, Live Video on Instagram Stories or Snapchat may be a better fit. (Note that you can delete live videos after broadcast on Facebook and Periscope, or choose the previous 24-hour expiration option by default on Periscope.)
Live Streaming Schedule
How often will you be sharing live video (realistically)? Maybe you’re planning on going live with a travel tip every Tuesday or sharing a behind-the-scenes office view every Friday. Or will you show an occasional live look at an event or broadcast from your grand opening once? If live streaming will only be a miniscule part of your marketing mix, Instagram or Facebook would be a better fit. These platforms support other media besides live video, so you can be active on them throughout the year. What other content are you planning on sharing? Facebook supports a greater media mix — pictures, video (live or recorded), links, text, product catalogs, etc. while Instagram is purely a visual platform. This may seem basic, but it’s something to think about while creating your social media strategy.
Home is Where Your Community Is
We hear this all the time — “I’m leaving for a conference tomorrow and want to live stream content. What platform should I sign up for?” Creating a loyal, active community on any platform takes time, so don’t try to do it in two days or a week. If you have already built an Instagram community, stick with what already works for you — for now. Making waves on Snapchat? Stay there. If you think another platform might work better for your brand, keep a long-term view. Don’t jump ship and expect your community to follow you from one platform to the next, especially overnight. Keep doing what you’re doing, and work on building a new community on another platform over time.
Thinking about going live? Stop and strategize first. Understand what you’re trying to achieve by broadcasting live, how often you’ll be doing it and where you’ve already built a community. You — and your audience — will be glad you did.
Which platform do you use for live video?
Why did you decide to use that platform?
What live streaming advice would you share with others?
What brand utilizes live video well?
A face fit for radio, 😉