How to Incorporate Live Video into Your Marketing Strategy

Interacting with your fans in real time makes them feel more invested in your brand

Live video is one of the most effective marketing tools allowing businesses to connect with their audiences directly through their screens. Consumers find video and live streaming relatable because it feeds a sense of community and exclusivity, like you’re talking directly to them. As the leading social media platforms become increasingly video-focused, there’s no question that your brand needs to be there. Here are five ways to start today.

1. Provide a front-row seat

If your business is hosting an event, it’s likely that not everyone in your network will be there. That doesn’t mean they don’t care about what’s going on. Going live at an event can bridge that physical distance and let your followers witness and engage with the moment in real time. Involve the viewers in the experience by showing them what they want to see, interviewing who they want you to talk to, and responding to their comments when you can.

Tip: While you want the live stream to be an authentic overview if every part of the event, remember to prioritize capturing the key moments ahead of snapshotting than the overall vibe. Whether it’s a guest speaker, the reveal of a new product or an important announcement, be sure not to miss the big “wow” moment that led most viewers to tune in.

2. Interview your team

Your audience will feel closer to your business if they see, understand and relate to the people within it. Humanize your company by showing your audience the people who work there, what they’re up to and how likeable they are. Spotlight internal team bonding activities or traditions, interview your employees about their interests outside their jobs, or host a discussion with your employees about a topic relevant to your industry. Showing customers why your teammates care about the work they do explains why they’re the best people to be doing it.

Tip: Highlight both your staff members’ expertise and their personal interests: a potential lead who sees their interests reflected in your culture will feel more connected to your brand.

3. Pull back the curtain

Everyone likes feeling as if they’re part of an inner circle, so take advantage of that by sharing exclusive content with your customers. Show your audience what a whiteboarding session looks like, or how you craft your product. Let them peek behind the scenes at an office event or sit in on a meeting. Show them what to expect if they hire you to tackle a project for them. Make sure to showcase your company’s people, culture and smarts as much as you highlight your services.

Tip: if you can’t feature your work in your live video for privacy reasons, consider acting out a typical project or doing a spoof so your audience gets an idea of your process with some laughs along the way.

4. Interact with your audience

Content marketing is about helping people stay educated and informed while building trust and credibility. What better way to do that than by offering up an expert your audience couldn’t access otherwise? Set up a live Q&A about a topic related to your work that answers viewer-submitted questions, either solicited in advance or addressed live in real time. This is a rare chance to connect with your audience members one-on-one. Use it! Name names! “Here’s a great question from Joe” shows them you’re listening, and your expert answers show them you know what you’re talking about.

Tip: Live Q&A videos can be scheduled weekly or monthly, giving audience members a sense of what to look forward to and keeping your content consistent.

5. Share directly on social media

Live videos are also a great way to engage your audience across different social platforms and drive them to your Facebook, Instagram or other channels. Many social media platforms give preferential treatment to video content because users interact with them at a higher rate than text or images. Use a hashtag when you advertise your upcoming live video across platforms, to consolidate your broad network and to drive maximum traffic to your content.

Tip: Do your homework and tailor your video content to the unique perspective of each social media platform: Instagram users value visually interesting content, while Facebook viewers have a high engagement and appreciate invitations to answer questions, post comments and interact in real time.

Yakkety Yak can help you develop a live video strategy that works hand in hand with your existing marketing outreach. Let’s YAK! We’re full of creative ideas using the newest tools available to attract new customers to your business and turn them into your biggest fans.

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