Just like a live television broadcast, livestreaming is the practice of broadcasting across the internet in real time, usually through a social media platform like YouTube, Facebook Live, Instagram, Twitch, Vimeo, etc.
Livestreaming allows you to:
- Flatten communications and speak directly to your audience about an issue or subject that is important to them.
- Capitalize on interest for something happening in the moment.
- Receive instant feedback regarding the audience you're attracting and the value of investing your resources into streaming.
- Create a sense of transparency; unlike a video, nothing gets edited out.
- Keep the production value simple.
- Skip the algorithm and push your content to the top of the page.
Should I Go Live?
Social media and smartphones make live events more accessible than ever, so it's tempting to stream anything and everything. However, many events broadcast with the best of intentions fall flat.
Before tapping the "live" button, ask yourself:
- Is this able to be livestreamed without interruption (with stable WiFi, cell signal, bandwidth, etc.)?
- Does this event offer something unique, like a notable or impactful VIP guest?
- Is this something happening in the moment which benefits from the anticipation that a livestream gives?
- Does this lend itself to two-way communication with the viewers?
- Is this permissible for broadcast without security concerns?
Streams that hit all five of these characteristics draw the largest audience, generate the most engagement and leave a lasting impression.
Consider setting up a regularly scheduled live event such as coffee chats or training events. Other well-received livestreaming events include town halls or interviews with special guests that answer viewer-submitted questions.
What Doesn’t Warrant Going Live?
Routine events that run long and involve a lot of repetition are not good choices for livestreaming. Promotions, award ceremonies and change of command are not worth the high bandwidth and low engagement. Highlight videos will retain and magnify all those smaller moments without becoming dull.
It's better to save social media livestreaming for truly significant, attention-grabbing moments.
How Do I Set Up My Stream for Success?
If you decide your program is fit for a livestream, it's time to set things up properly. Before you go live, explore each of these steps related to the tone, host, setting, platform and promotion to gain and sustain an audience eager for more.
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5 Key Steps Before You Stream
References
Bybyk, A. (2021, August 27). Live streaming 101: Tips & checklist. Restream | Blog.
McLachlan, S. (2020, April 22). The ultimate guide to social media live streaming in 2020. Hootsuite.