Facebook Live, Instagram Stories and other social media platforms offer live streaming opportunities for users. These live events give you an excellent opportunity to connect with your audience, whether you want to build your brand awareness or announce a new product. Here are a few tips to get the most out of live streaming on a social media platform.
How to Prompt Viewers to Tune In
You need to leverage all your communication channels to let people know you will have a live stream. Use an integrated approach with your marketing, and send out promotions through email and social media posts, on your website and even in-person. The biggest mistake you can make is only advertising the live event on the channel it's being held on. Your audience doesn't use the same mix of social media platforms, so you have to use more than one to broaden your reach.
Another way to get people interested is to host events consistently. Don't treat the stream as a one-and-done situation. You don't always need a big announcement or significant circumstance to warrant going live. In fact, mixing in some casual streams helps you stay connected to your audience. Give them a more casual and behind-the-scenes look at your business. That authenticity is valuable in reaching younger demographics.
How to Advertise Your Event Properly
Use an advertising strategy that leverages several content formats. Sometimes people won't be able to watch a video on your Facebook page, but they can read an update via SMS. Maybe a viewer prefers to go to your website for event announcements and looks forward to a blog post giving a summary.
Everyone has his or her own preferences, so mixing up the formats gives you greater reach. You also make the advertising more accessible when you have visual, audio and text-based versions of your event marketing.
Don't wait until the last minute to start telling people about your event. Since it's a live experience that people can't revisit later, you need to give them notice so they can clear their schedules. After all, your viewers have full calendars and don't always have the time to drop what they're doing to pay attention to a live stream.
Depending on the scale of the event, you may want to start a few weeks out from the live date. You can experiment with the best frequencies to post about your social media live event. Make sure the pace picks up the closer you get to the scheduled day.
How to Get Post-Event Feedback
Your audience has valuable insights to offer you, and all you need to do is ask the right way. Make sure you follow up on multiple channels. You can post a request for feedback on the live event platform, send out an email survey and create a post on your website.
Pay close attention to common themes in the messages you receive. If you consistently hear that you need to change a certain aspect of your live events, keep that in mind for the next one you schedule. You position your brand to continually learn and optimize this experience with each new event you plan.
Social media live events are a great way to reach your followers and bring in new people to your audience. You won't achieve overnight success with this approach, but you will steadily grow your social presence.
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