In recent years, livestreaming has gone from a niche activity to an essential tool for digital marketing. This practice allows marketers, companies, and brands to interact with people directly, creating a unique way of audience engagement. Let’s dive deeper into the concept of livestreaming and how to use it to connect with your target audience.
Livestreaming over the internet has been around since the 1990s, but the primary use before was for music, sports coverage, and news. As the internet and smart devices became more ubiquitous, livestreaming gained traction. Faster internet speeds and the rise of social media also fostered this growth. Recent statistics show that livestreaming is set to become a $247 billion industry by 2027. Given this rise, it’s safe to assume that livestreaming will continue to be a key tool for audience engagement and digital marketing in the future.
Some of the most popular livestreaming platforms today are the following.
Incorporating livestreaming into your video marketing efforts lets you leverage the following benefits:
Livestreaming fosters immediate interaction with audiences. This real-time engagement strengthens the feelings of community and connection between you and your customers. They can ask questions, make comments, and provide feedback that you can acknowledge, giving them a sense of belongingness.
You can build trust between you and your audience through unscripted, live content. Most viewers perceive live content as more authentic and transparent, fostering genuine interactions more than pre-recorded videos.
Live content also broadens your reach by allowing viewers to join from anywhere, at any time. This advantage becomes even more considerable for companies that have a worldwide audience. Through real-time interactions online, you can tap into audiences from far away while still creating a sense of connection.
Here’s a definitive guide to help you and your team conduct a successful and impactful livestream:
Before everything else, figure out the goal of this livestream. Do you want to sell a product? Do you want to test a new offering? Once you know the main objective of your livestream, you should choose the right platform and time for your audience. For example, Facebook Live may be more appropriate for an older age group, while TikTok LIVE gives you access to a younger audience. Don’t forget to set up your lighting, audio, and product paraphernalia for a more seamless livestream experience.
Create content that captures attention and keeps viewers engaged. Some popular ideas are Q&A sessions, product launches, and behind-the-scenes glimpses. We also recommend using interactive features like polls, live chats, and shout-outs to keep viewer interest throughout the broadcast.
Don’t forget to promote your livestream by letting your audience know about the platform and time. One pro tip is to collaborate with influencers or partners who can help amplify your reach and attract more viewers.
Knowing the success of your livestreaming efforts involves monitoring metrics like viewership numbers and engagement rates. Thankfully, you can easily check these statistics on each platform through the built-in analytics tools. With this data and audience feedback, you can re-strategize and pivot your content as necessary.
You’ll need to watch out for a few issues when livestreaming. The most obvious are technical problems, which could create a choppy livestream. There’s also the unpredictability of live content. It’s important to stay adaptable and composed even when a few things go awry. By anticipating these challenges and preparing accordingly, you can maintain a smooth and professional live stream.
Livestreaming is here to stay, so brands and marketers must learn how to use live content to connect to their audience and foster a sense of connection. Follow the tips and best practices we shared above to integrate livestreaming into your digital marketing strategy.
Contact the Connection Model team today for more details about livestreaming and video marketing!