When Facebook and Instagram first introduced live video to their respective platforms, it was extremely popular. If you weren’t recording a live video, you were watching one. As time progressed, this feature has become less and less of a social media focal point. There are a couple of reasons for this and they include:
Facebook has de-emphasized live streaming from its platform which is most likely due to its pivot toward privacy on the app. Over the last couple of months, Facebook has been working closely with lawmakers to help regulate the content featured on the platform and this includes live videos. Live videos make this new stance a little difficult.
Instagram has rolled out with IGTV, which seems to run counter to the idea of live. Instead of unedited and unfiltered, IGTV comes across more polished.
According to a study conducted by Buffer, 25% of brands had posted a live video in 2016 and this number had only grown by 5% in 2017.
Now, this does not mean live video has become obsolete. Live video can be extremely valuable to a brand because it is considered to be more engaging. According to a study conducted by Buffer, 80% of people would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts. These stats could be because of the transparency that comes with live videos. Live video helps with developing customer relations and is a great method to use to start conversations with your audience. Live streaming also has a much larger reach than other forms of content. This kind of reach means an increase in awareness, which is something that is very important to the majority of brands online.
Now, before you start incorporating live video to your marketing plan, here are a few quick tips you should definitely take before you record:
Run your live video for at least 10 minutes. The majority of live videos go for 30 plus minutes. This gives people an opportunity to tune into your live stream.
Promote your live video beforehand. For example, post on Twitter, Facebook or use IG stories to spread the word that your account is going live.
Consider incorporating an incentive for the audience in your live video (ie giveaway/ exclusive info only available through the live video). Always try to tease the audience beforehand.
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