There is something inherently fascinating about live video. It draws you in; it makes you keep watching even when you want to turn away. Live video can create a viewer and a fan out of nothing. That’s what makes it such a good content creation tool. It’s a draw even when nothing interesting is going on.
Take, for instance, the live camera on the International Space Station. You can watch it at any time. 99% of the time, nothing is happening. However, you tune in because there’s always a chance that something is happening. You want to be the first person to see it. You want to be the person who says, “I saw it as it happened.”
That’s what live video does for you. It offers your viewer the opportunity to say, “I was there when…” or “Look what I just saw happen…”
Through live video, viewers have the chance to put themselves into a unique club, and they’re begging for the opportunity to do just that.
Live Video is a Window into Your Business
In terms of your business, think of live video as a window into your business. Your fans will tune in because they love feeling like they are one of the lucky few that get to see how you work.
There’s a feeling of exclusivity that comes with live video.
There’s also a benefit to the new viewer. This viewer gets to see first-hand who you are as a business and as a person. Through live video, you give the viewer a behind-the-scenes look at what makes you tick.
Do a good job, and you may have converted a casual viewer into a fan for life.
Live Video has Power
In other words, live video has power. It’s something we’ve covered in a previous blog post here. Through live video, viewers tend to stick around longer, and they become more engaged with the video and your business.
Live video also leads to higher conversion rates.
Making Live Video Work for You
So, how do you wield the power that live video gives you?
The easiest way is to stream live events. If your business is holding a live event, make sure everyone can join in. Stream it.
When something is happening live, you want to make sure as many people as possible can attend. They may not be able to fly to your city, but they can certainly open up their laptop and log on.
Streaming live events is a way to include as many people as possible in what your business is doing.
People have interesting stories to tell. Entrepreneurs have stories of how they made it and how they failed. Video game creators love to tell the story of how they created that one iconic game.
The next time you interview a client or team member, think about doing it live. Allow your followers to interact with the interviewee. Ask followers for questions and then ask some of those questions.
Not only does a live interview offer some great content, but it also gives you a chance to get your fans involved.
Doing it Live
Some businesses make unique products, and it’s fun to watch them being made. There’s a reason why the SciFi Channel’s How It’s Made has stuck around for so long. People love seeing how things are made.
If you have a very visual business, then let people see it. Dedicate an employee to walk people through the process. Let viewers ask questions.
Maybe you make ice cream or candy. Perhaps your company makes T-shirts. Guy Fieri’s Diners, Drive-Ins, and Dives is entirely based on watching restaurant owners make their classic dishes.
Sometimes a tremendous visual is all you need to make a live story.
Sometimes you don’t have great visuals, but you have great insight. In cases like this, simply do a live question and answer session. You don’t have to answer every silly question that comes along, but you can answer those with a broader appeal.
Q&A’s give people insight into your company and some insider knowledge that their friends might not have.
Class is in Session
Most people think a learning course or video explainer should be done with plenty of time to edit. But what’s wrong with doing it live? When you do it live, you have an interactive audience that can ask questions and ask for clarification. They feel involved, and you get instant feedback on your product.
Use that insight to make your final product better. Maybe you need better clarification in one segment. Maybe there’s a question that you hadn’t thought to answer.
In many instances, live video can become an asset simply because it gives you a direct connection with your target audience.
Fans want to feel like they’re part of an exclusive club. They want to be the first to know about what your company is doing. They want to be the first to see your new product.
Just like subscribing to an email list, live video is a way for a fan to become more connected with your business. Use that to your advantage. Use live video to launch your new product. Show it off and then tell people how they can buy it. Give them exclusive first rights.
Live product launches not only make your biggest fans feel special but also boost sales and create a buzz.
Restream offers up this nugget, an influencer takeover.
Let someone who already has a sizeable following take over your live stream for an hour or a day. The cross-promotion will bring new users to your platform. The content you share will hopefully create new fans for your business.
An influencer takeover is a great way to bring in new potential clients.
If you don’t know why an influencer is so powerful, look at this previous post first.
Before you choose your influencer, be sure to check out these tips for selecting the right one.
Not only is live video more attractive to the average viewer, but it has incredible benefits.
Live video allows fans to interact with your brand. It brings in new fans that may not have found your brand through standard social media scrolling. Best of all, live video creates a steady content stream for your business.
Not only can you use live video at the moment, but you can save it for promotional material, future content and transform it into other content such as written or video content.
Live video is versatile and powerful. It should not be ignored.
Written by Erika Towne