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You should be aiming for better live videos, says marketing expert Kim Morrison



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They’re everywhere. YouTube. Facebook. Even LinkedIn! Live video is clearly the hottest thing since Facebook, and marketers in every niche are taking advantage by hosting their own events.

Some of them are good. They’re well attended, fun to watch, and you feel like you benefited from attending. But some of them feel like they’re an afterthought, put together at the last minute, and don’t really bring out the best in the host.

If you’re thinking of hosting a live video event, you don’t want to fall into that latter group! Here’s how to avoid it.

video (43937710)
video (43937710)

Promote, promote, promote

On many platforms, a live video event is just a few clicks away. You can literally plan and host a video in just a few minutes, and an impromptu event can be fun.

But with a little planning, you’ll have a much better turnout. And that planning must include promotion.

Let your private groups know about upcoming events. Email your list. Post a blog. Even consider running paid ads for your upcoming video event if there’s the potential to grow your list or increase your sales.

In short, don’t just throw a party without extending invitations to your friends!

Interact with your audience

One of the biggest draws of a live video event is the opportunity to interact with the host. Your viewers want to get to know you better. They want to chat with the other participants. They may have questions to ask.

Don’t make the mistake of ignoring them. To do so is to say, “You’re not important to me.”

Instead, take the time to chat to your audience, acknowledge their presence, and answer their questions. Even if it takes you out of the flow and you lose your place momentarily, it’s worth it to make viewers feel respected and as if they’re a part of the event rather than just a passive viewer.

Remember to check the comments later, too. If your video is available for viewing after the live event is over, encourage the conversation in the comments.

Repeat what works

You have a lot of options when it comes to live video. YouTube, Facebook, LinkedIn and others all have their place, and I encourage you to try them all. But in the end, you’ll want to concentrate on what’s working and where your audience hangs out.

If your audience loves Facebook but doesn’t use LinkedIn, it makes no sense to broadcast there. The same goes for length, topic choices, and day and time of broadcast. You’ll want to test all the variables, track your results, and do more of what’s working.

Here’s what you don’t need to worry about when it comes to live video: Perfection.

No one expects you to look like a cover model or to speak like a news anchor. In fact, if you do look that perfect, it might actually negatively impact your results, simply because your audience wants to feel connected to you. They know
they aren’t perfect, and if you can show off your imperfections, it will help to create a stronger connection.

break news (43937806)
break news (43937806)

Facebook has revamped its personal data access tool to make it easier for users to find out what data Facebook’s tracking

Facebook is also stepping up its enforcement of election misinformation in the lead-up to inauguration day in the US.

Google is looking to align with the short-form video trend by adding TikTok and Reels video results for certain search queries.

Instagram is testing a new layout of Stories presentation on the desktop version of the platform.

LinkedIn has shared a new set of usage stats and insights to assist in your 2021 strategic planning.

Twitter has shared some new insights into the evolving gaming discussion via tweet, which saw a massive increase in 2020.

Pinterest has published new research into emerging tech product trends on the platform.

Snapchat is working on a new ‘Events’ option to promote IRL meet-ups in the app.

Snapchat has also announced a re-launch of its marketing partner program, which is designed to help provide guidance for Snapchat advertisers.

TikTok is facing yet another legal challenge over its measures to protect younger users.

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