It’s no secret that video marketing tactics are becoming increasingly popular in today’s digital world. Live content has an exceptionally bright future as a video marketing tool.
Between April 2019 and April 2020, the total number of live stream hours watched increased by 99% on the four major streaming platforms. By 2027, the live stream market is expected to be valued at nearly $250 billion.
If you’re not already familiar with live stream, it’s the act of streaming live video footage to your audience.
This guide will show you why live stream is important, what kind of content you can broadcast, and effective strategies for growing your live stream traffic and engagement.
Why Live Stream is Important
Live stream is proven to enhance engagement and marketing results. As a result, 28% of today’s marketers are investing more in live stream. Look at the statistics below to see how powerful live stream truly is.
- 45% of consumers would pay for exclusive, live videos from their favorites
- Consumers are 39% more likely to share video content
- Live video holds attention 10 to 20 times longer than pre-recorded content
- 63% of people ages 18 to 34 regularly watch live stream content
- Emails linking to a video have a 200 to 300% higher click-through rate
- Shoppers who watch videos are 81% more likely to make a purchase
The numbers don’t lie. Adding live stream to your marketing efforts can increase engagement and produce big results.
How Companies Use Live Stream
Now that you have an idea how powerful live streams are, it’s important to understand how companies use them.
Live stream can be used by media companies to broadcast live sports, political debates, breaking news, and more. Businesses often use live stream to showcase products, provide information, and increase audience engagement.
Let’s look at an example of a sales consulting company that wants to improve its marketing through live stream. To provide value up front, the company decides to host a public webinar by live streaming it on LinkedIn.
During the webinar, viewers receive insightful sales tactics, learn from successful salespeople, ask questions, and receive detailed answers. Towards the end of the webinar, the company introduces its new online sales course that viewers can purchase immediately at a discounted price.
The company records the webinar to be shown on all its social media channels. It also uses the audio to create a podcast episode, and it transcribes the content into a written blog post.
Consumers of the live and recorded webinar, podcast, and blog post now have actionable sales strategies, a better relationship with the company, and the opportunity to purchase its online product.
This is just one example of how you can build a relationship with your audience and ultimately generate sales through a live stream.
How to Use Live Stream to Boost Traffic and Engagement
Once you have an actionable plan, it’s time to determine the best way to implement it. Ramping up your live stream traffic and engagement doesn’t happen overnight. Fortunately, there are proven strategies covered in this guide to help you improve your live stream efforts over time.
Select a Live Stream Platform
Before you can create a live stream, you need to pick a platform to broadcast it on. Social media platforms like YouTube, Facebook, LinkedIn, Instagram, and Twitter offer live streaming. If you already have a large following on one of these platforms, it can be the easiest place to host your live stream.
However, it’s best to broadcast on a professional live stream platform if your audience is spread out on multiple social media channels. A tool like Restream lets you broadcast on more than 30 social media platforms simultaneously.
A professional platform also comes with features that help you monetize your live stream, increase audience engagement, and run post-broadcast analytics. If you don’t go with Restream, consider other industry-leading platforms like Dacast or Brightcove.
Promote Your Live Stream
Once you’ve chosen a live stream platform, it’s time to promote your event. You can do this by posting on your social media platforms, running paid ads, and sending email sequences to your list.
Ask your audience to register for the event by clicking a link and entering email information. Once someone is registered, send them automatic email reminders so they’re more likely to attend.
By asking your audience to register, you get a clearer idea of how many viewers to expect. It also helps to include an event hashtag on social media. This can increase follower engagement and generate more excitement for your live stream.
Create (and Commit to) a Schedule
If you only broadcast a live stream occasionally, you’re not going to see a consistent growth of traffic. That’s why it’s important to create a regular schedule and commit to it.
A helpful tip in the beginning is to schedule a few live streams at different times and on different days of the week. After the first few, you can determine the time and day when your audience is the most engaged.
From there, you can gradually grow your following by hosting regularly scheduled events. This gives previous viewers something to look forward to and allows you to attract new viewers over time.
Another way to increase engagement and traffic is to motivate your audience by rewarding them. This can be done by offering bonuses like coupons, discounts, and giveaways by joining your live stream.
Anything that your audience finds valuable can incentivize them, so get creative here. In addition to obvious bonuses, rewards can also include new or secret information that your audience can’t find anywhere else.
Don’t only motivate your audience to join an event, encourage them to comment on it too. This will skyrocket your live stream engagement. One way to do this is to offer a raffle or giveaway to a portion of those who comment.
Increase Engagement with Polls and Questions
Another proven way to improve live stream engagement is to create interactive polls and questions. Adding these makes your brand more personable, lets your audience discover more about your company, and gives you insights into your market’s opinions.
Don’t only include “Yes” or “No” answer options for your questions. Provide questions that are open-ended, clear, and concise. Add polls that let you survey your audience and learn more about their pain points. You can improve your answer rate by offering rewards for those who participate.
Allow your audience to ask questions too through live chat. This gives them the opportunity to learn more about you and your products. It also helps you build relationships and respond to any potential objections.
Lengthen Your Broadcast
As a general guideline, pre-recorded videos should be kept concise. However, live stream views are typically counted each time someone logs into the event. The longer your live stream is, the more time people have to join it.
A longer broadcast will result in increased views, comments, engagement, and conversions. This doesn’t mean you should extend your event unnecessarily and bore your viewers. Create an event that has plenty of relevant information and don’t rush through your talking points.
Allow your viewers to rewind so they don’t miss anything important. It’s also helpful to record your live streams. You can later break up a long video into separate and easy-to-digest on-demand videos.
Invest in Streaming Equipment
If you don’t have professional-grade equipment right now, don’t let this hold you back. Events can be recorded on laptop cameras and mobile devices, allowing you to get started right away.
Over the long term, you’ll want to invest in the right equipment. This will make your live streams seem more professional. Focus on both quality audio and video equipment.
Tools like the Shure MV88+ Video Kit connect directly to your smartphone for enhanced audio and video quality. It comes with a microphone, tripod, and headphones. You can also stand out with a multi-camera setup by purchasing software like OBS Studio, Wirecast, or VidBlasterX.
Analyze and Optimize
Always measure live stream performance so you can optimize over time. Platforms like YouTube, Facebook, DaCast, and Restream come with live stream analysis tools.
These reveal stats like consumption per location, devices used to join events, live stream effectiveness, content performance, and more. You can see which discussions improved engagement, and which discussions caused viewers to log off. Analysis also reveals hard data like sales by location, revenue by time, revenue from subscriptions, and more.
By tracking this data, keeping what works, and removing what doesn’t, you’ll be able to continually improve your events each time you host one.
If you aren’t already using live stream, you now have a basic understanding of this powerful marketing tool. Many people prefer to consume content from videos, and live streams are a great way to fill this need.
To get started or improve your existing strategy, you must first choose the right platform. Then you can promote, schedule, and lengthen your broadcasts to generate more traffic. Motivate your audience, include polls, and add questions to enhance engagement. Invest in the proper equipment and always analyze and optimize your live streams.
If you want to maximize your live stream traffic and engagement, you’ll need more than only one article’s worth of information.