How to Incorporate Live Video Into Your Social Strategy

Video is the social media man of the hour. It is the Hiddleswift of social. (Ugh, I know. Why did I go there?) Everyone is talking about it. Everyone is paying attention to it. More video content is uploaded in 30 days than all three major US TV networks combined have created in 30 years. It’s also said that 1/3 of all online activity is spent watching video. It’s easy to see that video is not going anywhere any time soon. It’s more engaging than other types of content and lends well to mobile.

While video in general has taken off, live video is moving to the forefront of the conversation. The majority of the main social networks have their own platforms – Twitter (Periscope), Facebook (Facebook Live), Google (YouTube Livestreaming). Heck even Tumblr recently got into the live video game. According to Social Media Examiner, people have watched an average of 110 years of content every day on Periscope and comment 10x more often on a Facebook Live video as opposed to a regularly uploaded one.

These numbers are impressive. If you’re sitting there saying, “Okay. I need to get in on this” – you’re not wrong. (Remember – make sure it makes sense for your audience first!) If you’re new to live video – have no fear. Here are three big ways to get started.

  • Give users a behind-the-scenes look. No matter what industry your brand falls in, there are always things going on under the hood that your audience doesn’t see on a daily basis. Why not give them a peek? Live video is a great way to showcase what a day in the life is like at your company. Whether it’s showing off company culture, giving a live look at a designer sketching their work or letting fans get a first-hand look at an artist’s pre-show sound check – these are all ways to create a closer connection with your audience.
  • Host a live Q&A. Many times, executives serve as faces of brands yet they don’t always have much direct exposure with customers. Hosting a live Q&A via live video is one way to allow individuals to interact in real-time with your CEO, CTO – or any one at the company! Beyond internal folks, you can also reach out to influencers in your space as well. Third-party influencers that your audience trusts & enjoys following serve as good validation and interesting insight. We’ve got more insight on how to host a killer Q&A here.
  • Bring events to your audience. Many brands host cool events all the time. The downside is that having fans/users all over the world means that they simply can’t attend all the time. Live video offers the opportunity to bring an event directly into your audience’s homes. One example? A product launch! Product unveilings are often of great interest to users. Use live video to stream product launches and allow viewers to tune in from wherever they are and get the news as it happens.

That’s just the beginning of where live video can take you. Cutting through the amount of social noise requires creating more intimate connections with your audience. It’s why Snapchat has done well for celebrity personalities. And it’s why a huge opportunity lies ahead with live video.

Amanda Grinavich
Account Manager


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