Information in this blog post was obtained from contentmarketinginstitute.com, hootsuite.com, and hubspot.com.
Have you ever joined a Facebook Live? Maybe an Instagram live? While it can be easy to tap the go-live button on a platform, have you ever thought about what a successful event marketer has done to advance their live streams? I personally enjoy watching live streaming across different platforms when I cannot attend an event. Sometimes, I even wish all events had livestream options. Knowing that I have felt this way means you probably have, too. Whether you are a traveling parent missing out on a recital or a professional wishing you could attend all of the break-out sessions even though you can't. Technology has greatly changed how we view events in life. But before your business can jump into live video event promotion, it starts with a basic understanding of creating a successful live-streamed event if you wish to provide your consumers with more options than just attendance.
Live Streaming on Social Media
Live streaming has transformed the way events are promoted, allowing you to connect with your audience in real no matter where they are. This format offers a unique opportunity to showcase your brand's authenticity and engage with viewers in a personal and interactive way. With the rise of platforms like YouTube, Instagram, Facebook, and TikTok, live video has become a powerful tool for marketers across all media. In this comprehensive guide, we will walk you through how to successfully promote your event using live video.
Choosing the Right Platform
Selecting the right platform for your live stream is crucial for success. Each platform offers unique features and caters to different audiences. Here's a breakdown of popular platforms and their strengths:
YouTube: Ideal for mass appeal and reaching a wide audience. Features like Super Chat and Creator Studio make it a versatile choice for live streaming. YouTube can vary from other platforms due to its algorithm. With over 2.7 billion active users, the website is highly competitive. What works today may not help you get views tomorrow despite it being the largest streaming platform today. Key features include:
Super Chat and Super Stickers for monetization.
Creator Studio for managing video content and performance analytics.
Integration with Google services like AdSense and Analytics for tracking metrics.
DVR functionality and automatic recording, allowing viewers to rewind live streams.
Instagram: Perfect for influencers and brands looking for a quick, low-commitment option. Instagram Live allows easy broadcasting from mobile devices and offers features like live polls and Q&A sessions.
Facebook: Offers a vast audience reach and seamless integration with other Facebook tools. Live streaming on Facebook is great for engaging with existing followers. Features include:
Easy access to a wide network of users and groups.
The option to schedule live streams and send notifications to followers.
Interactive features like live comments and reactions.
Seamless integration with Facebook ads and event pages.
TikTok: A great platform for capturing the attention of younger audiences with short, engaging live streams. Key aspects include:
The potential for going viral and rapid growth through TikTok's algorithm.
Easy access to a large, engaged user base.
Real-time interaction with viewers through comments and reactions.
LinkedIn: For professional events, LinkedIn Live is an excellent choice. It allows you to target industry-specific audiences and foster meaningful connections. Features include:
Targeted live streams for professionals and businesses.
Integration with your professional network.
Opportunities to establish thought leadership in your industry.
Choosing the right platform for live-streaming event promotion is not a decision that should be taken lightly. It needs to aligns with your brand's goals, demographic social media usage, and audience preferences.
Creating a Checklist to Successfully Live Stream
Once you have chosen your platform, create a comprehensive list. This list will allow your video and content creation team the ability to cater to your needs for a specific event.
Understand Your Audience: Know who your target audience is and what type of content resonates with them. Study demographics and your social media viewer analytics.
Determine Your "Big Idea": Focus your live stream on a central theme or purpose to keep your content engaging.
Choose Your Livestream Format: Decide on the type of live stream you want to create, such as Q&A sessions, product launches, or tutorials.
Create a Storyboard: Plan the sequence of events and visuals for your live stream. Tools like Canva or traditional paper can help you map out your content. While a live video can have unexpected troubles, it is good to have a plan in place to know the general idea.
Final Preparations: Verify that your internet connection is reliable and make sure to tidy up your filming area.
Promotional Efforts: Lastly, it is important to create social media advertisements for your upcoming live stream. By doing this ahead of time, you can generate interest in your live stream before it starts.
Influencer Marketing and Thought leaders
Influencer marketing is a powerful tool for event promotion using live video. By collaborating with influencers or thought leaders, you can leverage their credibility and follower base to increase the visibility of your event. Here's how you can integrate influencer marketing effectively.
Identify Relevant Influencers and Thought Leaders in You Industry: Find influencers whose audience aligns with your target market. Look for those who have expertise in your industry and a strong connection with their followers.
Collaborate on Content: Work with thought leaders to create engaging content around your event. They can participate in live streams, promote your event on their platforms, or even serve as guest speakers.
Promote the Live Stream: Influencers can help you promote your live stream by sharing it with their audience. Their endorsement can generate buzz and attract more viewers.
Offer Incentives: Consider offering influencers incentives such as exclusive content, early access, or other perks to motivate them to promote your event.
Measure Impact: Track the performance of influencer collaborations by analyzing engagement metrics such as views, comments, and shares. This will help you assess the effectiveness of your influencer marketing strategy.
By collaborating with influencers, you can extend your reach to new audiences and create a sense of trust and authenticity around your event. Influencers can also provide valuable insights and feedback, helping you refine your event promotion live stream and improve future events.
Repurposing Video Content
Repurposing your event promotion live video content can extend its reach and value. Here's how to make the most of your live stream:
Short-Form Videos: Extract short clips and share them as Instagram Reels, TikTok videos, or YouTube Shorts.
Blog Posts: Expand on the main points of your live stream to create in-depth blog posts. You can also embed the video into your blog post.
Podcasts: If your live stream doesn't rely heavily on visuals, repurpose the audio for your podcast. Repurposing your video audio into a podcast allows you to capture consumers who don't have the time to watch a video or don't want to. Instead, they can multitask and listen to a 30-minute podcast while commuting to work, in the grocery store, running errands, walking their dog, etc.
Standalone Clips: Choose clips that entertain, educate, and inspire your audience, and share them on different platforms.
Repurposing your content allows you to reach audiences where they consume content and in formats they prefer to view live video event promotion.
Conclusion
Promoting your event using live video is a dynamic and engaging strategy that can elevate your marketing efforts. By selecting the right platform, planning your live stream effectively, and repurposing your content, you can maximize your event's reach and impact. Embrace the power of live video to connect with your audience and create memorable experiences.
Let us know your thoughts and experiences with live video event promotion in the comments below!
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
Newberry, C. (2024, March 5). Influencer Marketing Guide: How to work with Influencers. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/influencer-marketing/
OpenAI. (2024). ChatGPT (3.5) [Large language model]. https://chat.openai.com
Shahzeidi, A. (2024, January 18). How to live stream successfully: A preparation checklist for marketers. HubSpot Blog. https://blog.hubspot.com/marketing/how-to-live-stream-checklist
Woods, A. (2022, November 20). How to repurpose video content for bigger and better results. Content Marketing Institute. https://contentmarketinginstitute.com/articles/repurpose-video-content
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