Live video is everywhere! It first appeared on Facebook, then made its way to Twitter, and now Instagram. Even though all three of these platforms offer the same live video component, they each differ in unique ways that house various benefits. However, one thing that is the same for every live video feature is that it generates real-time engagement that allows the audience to be an active part of your marketing campaign. So what are you waiting for? Keep reading to learn how to get started with live video marketing and find the right platform to promote your brand!
How to Find the Best Live Video Marketing Platform for Your Brand
Discover which platform will bring your brand social media marketing success:
Although Periscope has been around since 2015, live video itself didn’t become popular until Facebook announced their live streaming feature in March 2016. Facebook Live works best for staged broadcasts that display scripted marketing messages. However, just because these live videos are scripted doesn’t mean your audience won’t be able to interact on the spot. Moreover, once you’ve started a live video on Facebook, your audience can instantly react to your feed. They can also comment and share the post on their own timeline which ultimately gets more eyes on your post.
Facebook makes it easy to track your success during and after streaming. For example, you can see your audience commenting and reacting to your stream while its being broadcasted. However, you can also access your metrics afterwards to evaluate your success as well as learn how to increase it with your next post.
To use Facebook Live on a mobile device, simply go to update your status, hit the Live Video button, and choose your audience. You have the option to make your stream accessible to the entire public or solely to your Facebook friends. Facebook live streams can last up to a whopping four hours, which is plenty of time for you to acquire as many viewers as possible. However, if one of your friends does happen to miss it, Facebook thankfully saves your live video to your Facebook page so they can watch it at their convenience.
Next up is Twitter. Twitter actually teamed up with Periscope to enable live streaming back in December 2016. Twitter’s live streaming feature differs from Facebook in a couple ways. The first is that it’s more spontaneous. Unlike Facebook where marketers should prepare their content in advance, Twitter works to endorse breaking news, company updates, and product launches. Another characteristic unique to Twitter’s live video component is that you tag your location to connect with people from that area. Moreover, this makes Twitter great for targeting a certain demographic specific to your marketing campaign.
Similar to Facebook, Twitter also saves your live stream after it’s ended so you and your followers can access it at any point in time. Followers can also retweet, comment on, and share the post on other platforms which increases your campaign’s overall reach. Twitter also shares your video on Periscope regardless if you have an account or not. This is great because it expands your audience by about 10 million users! As for analytics, you can watch as the comments and likes flow in during the broadcast or check the amount of retweets and hearts once it has ended.
To start a live stream on Twitter, tap the Compose icon, hit Live, and voila! You’ve started your first live stream on Twitter! You can also add a title to make it easier for users to find your post. Make sure it’s something engaging but concise. This increases your SEO by making your live video easier to find. Twitter displays your live stream as a regular tweet that your followers will automatically see on their timeline. So that way all you have to do is hit Go Live and let Twitter handle the rest!
Last is Instagram. Instagram’s live video feature is different from Facebook and Twitter’s because it’s more casual. Instagram Live is perfectly designed to capture impromptu tangents, sneak peaks, and clips from behind the scenes. This organic model makes your company feel more approachable. Instagram Live is also great for hosting live Q&A’s that encourage audience participation because you can immediately respond to viewers’ comments as they appear.
However, Instagram Live is mostly used to target younger generations. This is because it invites followers to help advertise a product, instead of just being advertised to. With that said, brands that aim to reach millennials or Generation Z should look to use Instagram Live to market their products.
To go live on Instagram, just hit the Your Story icon at the top of your feed. From there, Instagram will automatically send out a notification informing all of your followers that you have started a live video. Instagram also displays your live video on their search page so even people who don’t follow you can view your stream. Unlike Facebook and Twitter, Instagram doesn’t save your live videos once they have ended. This increases urgency and encourages your followers to tune into your stream right away.
Influencers & Live Video Marketing
To boost your live video marketing strategy up a notch, you can work with an influencer. By working with an influencer, you can tap into their fanbase and connect with prospects you wouldn’t otherwise reach. Give us a shout if you want to learn how our network of influencers can help you create your best live video marketing strategy yet!
Check out the links below for more ways to incorporate visual content into your marketing strategy!