Lauren Teague, Persuasion & Conversion Strategist and live video expert, shares her best tips for using live video as part of your content marketing strategy
One of the content marketing consulting clients ours recently asked us, “Is live video worth marketing?” and, if so, “how should we use live video for marketing?”
To answer their questions, I interviewed my colleague and C&C strategist, Lauren Teague, who was an early pioneer in social live video during her years on the PGA TOUR ( yes, that PGA).
In this post, she shares the three most relevant situations and opportunities for marketers to use live video to promote a marketing message or program and The three most common mistakes marketers make when pursuing live video t. Let's dive into:
What is the biggest opportunity to use live video for marketing?
One-time event
The best reasons to use live video are for one-time events or opportunities, such as product launches or the types of content your audience will follow. These include red carpet events and interviews (not necessarily featuring celebrities), B2B concerts and conferences, customer-centric events, webinar live, trade shows, keynotes and more.
Not every brand will host an event the size of an Apple Developer Conference, but almost every industry has significant customer events that not everyone can attend.
Think of the most important things in your industry that happen only once. We call them exclusive opportunity . These opportunities attract those who want to be the first to know. Play on their fear of missing out (FOMO is a real thing!) and allow them to participate in real time. This creates demand from the audience.
Periodic programs and interviews with Subject Experts
Next, are events that allow the viewer to be front and center. Think of the opportunities that give them access: a scheduled appointment, a ask me anything format, or recurring programs (interviews) with subject matter experts in the organization .
For these live events, consistency and continuity are key. This is Not once; they are Regularly scheduled, real-time programs , like those that television networks produce. Schedule a repeat time, such as a lunchtime chat or office hours. This highly flexible format works well with B2B, B2C and industry associations.
Video for press and media
The third is a live video aimed directly at the press and media. It's a forum to help get ahead of a believable event, add your perspective quickly, and have a say in the story being told – rather than letting someone else (competitor) frame that story. Directly in front of an audience increases authenticity and credibility. It allows the audience — the media and then their audience — to feel like they're getting information directly from you and not a produced press release. This format also promotes additional media coverage and dialog. Media is accessible and live video delivers on that.
What are the most common mistakes marketers make when trying to capture a story via live video?
I've seen these mistakes made over and over again, so please learn from what others are doing so you can improve when.
Just go live to boost the algorithm
The first is to believe that simply “going live” is worthwhile just to boost the algorithm. That's no longer true (if it ever was) because too many live videos are crap. The crap video content is not engaging, so the audience quickly ignores it. Screen time is an important metric for any social media network, and they take away quickly when they're incentivized.
evolved to promote the most engaging and engaging content, which at one time included live video – but no longer.
Go live without a plan
This is a big event – DO NOT do a live video without a plan. Live video is not meant to be spontaneous, hip shot, shot. That won't get you the best results.
You'll need to pre-check lighting, sound equipment, ambient noise levels, internet access, and background traffic. Have a loose script or talking point to keep the message going. Create a production schedule or summary to account for any inclusions or time factors. After all, you're doing this to convey something meaningful to your audience, so don't waste the opportunity and their time.
Even though it's live streaming, practise and have a plan. If you're not prepared, you may miss out on the opportunity to shine when the time is crucial.
Go Live and Don't Leverage Your Video Content After the Truth
And finally, acknowledge live video as a starting point. Plan to trim, edit, and reuse live video content for sharing on other social channels. Create a YouTube playlist of previously streamed videos. Break up videos into snippets and trailers to promote playback. Use audio recordings to repost in articles and blogs. Really think about how turn video Break it down into different smaller pieces of content, then get it out where your audience already hangs out. Live video is the starting point, not the final product.
So the message is clear: effective live video is not spontaneous, impulsive, unplanned, and dangerous. Done correctly, it's purposeful, thoughtful and planned – just like with any content marketing. is there any other meaning? efforts.
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