Social Media live streaming is getting more and more popular. The facts speak for themselves: according to recent research, live streaming accounts for 23% of global viewing time (Conviva). Additionally, the live video streaming market is expected to have a revenue of $184.27 billion by 2027 (Grand View Research).
Audiences are increasingly drawn to live video content because it adds authenticity to the brand and allows them to interact in real-time, getting quick answers to their pressing questions.
Want to implement live streaming in your marketing strategy? Discover how to get started and what considerations to keep in mind to do it right!
What is social media live streaming?
Social media livestreaming is a dynamic online broadcasting practice where individuals, brands, or organizations share live video content with their followers or a broader audience directly through social media platforms. This interactive medium allows viewers to engage with the content in real-time by commenting, reacting, and sharing, creating a live dialogue between the broadcaster and their audience.
Social media platforms for live streaming webinars
There are many popular platforms used for social media live streaming.
- YouTube
- Vimeo
- Twitch
Twitch has popularized livestreaming, making it accessible to anyone with a smartphone or computer and an internet connection.
When to use social media live streaming?
Livestreaming can be used for a wide range of purposes, including but not limited to, webinars, live Q&A sessions, tutorials, online and hybrid conferences, event coverage, and influencer partnerships.
The immediacy and authenticity of livestreaming make it a powerful tool for building community and engaging with an audience on a personal level. It allows content creators and brands to showcase their personalities, respond to feedback in real time, and create a sense of exclusivity and urgency among viewers. As a result, social media livestreaming has become a crucial component of digital marketing strategies and personal online expression.
Social media livestreaming is highly versatile and can be used effectively across various scenarios, each maximizing its potential to engage and connect with audiences. Here are some ideal occasions for utilizing social media livestreaming:
- Events and Conferences
Share live coverage or highlights from events, making them accessible to those who cannot attend in person, thus expanding your audience reach.
- Webinars
Leveraging social media livestreaming for webinars is a great way to enhance engagement, extend your reach, earn money, and connect with your audience on a personal level. It's a practical and effective approach to enriching your online presence and delivering valuable content.
- Product Launches
Introduce new products through livestreams, offering demonstrations and answering questions in real-time, creating excitement and engagement around the release.
- Tutorials and How-To Sessions
Use livestreams to educate your audience on how to use your products or services, offering instant feedback and interaction to clarify doubts.
- Interactive Workshops
Conduct workshops where attendees can participate and ask questions live, making the learning process interactive and engaging.
- Entertainment
Livestream concerts, performances, or just casual chats to entertain and keep your audience engaged with your brand on a more personal level.
How to prepare for live streaming?
Live streaming involves broadcasting video content in real-time. Therefore, from the pre-publishing checklist, we can eliminate editing and montage. However, this doesn't imply that you can simply sit in front of a camera and wing it; good preparation is essential.
Initially, live streaming was used for broadcasting some big events, galas, or meetings with important figures, e.g. political summits or award ceremonies. In each case the coverage needed special preparation and a lot of planning.
Perhaps social media live streaming events are not that big or official, but one thing is certain: they need to be carefully prepared just in the same way as big international galas. Otherwise, it’s going to be a flop.
So, how should you prepare?
1. Write a script
First, you need to know why you're turning on the camera and what you aim to achieve through live streaming. Define your goal and then prepare a script. List the information you intend to convey to your audience.
It's not about reciting prepared lines word for word. The delivery should be authentic. It's important that during the broadcast, it doesn't descend into chaos, leaving your audience to hear "um... what was I supposed to say now?"
Of course, you should (and must) allow for spontaneity, for example, when a viewer asks an interesting question that could enhance your live session.
2. Choose the right social media platform
Brands often use YouTube and Facebook, but the best choice should be based on analyzing your target audience. Consider where your audience is and which platforms they use most. There's nothing stopping you from broadcasting simultaneously in several places.
Each platform caters to different webinar objectives and audiences. Facebook and Instagram foster broad, dynamic engagement with diverse demographics. Twitter excels in reaching an audience interested in real-time content and leveraging trending topics. LinkedIn provides a professional setting ideal for B2B interactions and establishing thought leadership within specific industries. Choosing the right platform depends on your webinar's target audience, content nature, and engagement goals.
- Streaming a webinar on Facebook
Audience beach is broad and diverse, suitable for reaching a wide range of demographics. In terms of engagement, it offers real-time comments, reactions, and shares, making it highly interactive.
It supports event creation, scheduling, and in-depth analytics post-webinar.
- Streaming a webinar on Twitter
The platform appeals to users seeking quick updates and information, ideal for real-time events. It utilizes hashtags effectively to join wider conversations and trends, enhancing visibility.
It offers straightforward livestreaming capabilities but has limited interactive tools compared to Facebook.
- Streaming a webinar on Instagram
This platform targets a younger audience, perfect for visual and creative content. It offers high levels of engagement through the use of live reactions, questions, and the ability to share livestreams in Stories. However, Instagram Live videos disappear after the broadcast unless saved to IGTV, emphasizing the need for immediate viewer participation.
- Streaming a webinar on LinkedIn
This platform is professional and business-oriented, best for B2B webinars and industry-specific content. It allows for professional networking and interaction during the webinar, catering to industry professionals and decision-makers.LinkedIn Live offers robust targeting options and professional settings but requires applications for access, ensuring content quality and relevance.
3. Test the equipment
Equipment choice is personal. Some use professional cameras, others record with webcams or smartphones. The important thing is that the video and sound quality are high (good lighting, no noise, clear sound). Before going live, thoroughly test your equipment and check how the recorded material looks. A stable internet connection is also crucial. Ensure the location from which you'll be broadcasting has reliable connectivity.
Tip: if you plan to record with a smartphone, invest in a tripod. Holding a phone in your hand is rather uncomfortable (especially for extended periods), and the image will shake, which isn't attractive to viewers.
Give your broadcast a title that concisely informs viewers of what they can expect. At the same time, the title should grab attention and encourage viewership.
Don't forget about the description. It helps viewers who join the live session later to understand its topic.
4. Choose the background
You don't need a specialized studio, but make sure the background doesn't distract viewers and is as professional as possible. An expert holding a child on their lap (an extreme example for illustration) while discussing an important topic during a live broadcast unfortunately loses credibility.
Prepare a neat, organized space without unnecessary items and elements.
5. Choose the best time for the broadcast
Live streaming isn't on-demand content that viewers can consume whenever. As a broadcaster, you need to ensure the material reaches the widest audience in real-time. The timing of the live session is crucial. Monday at 12:30, for example, is generally a bad idea (in most cases) because people are at work. Read more here.
How to choose the right time for the broadcast? Just ask your target group. You can create a poll on IG Story, ask a question on Facebook, or gather information in other ways.
6. Promote your webinar
To encourage participation, along with basic information (what, who, when), outline the benefits for viewers. Convince them why watching your broadcast is worthwhile. What will viewers gain? Maybe a discount on their next purchase? Or a free e-book? Again, analyzing your target group is crucial. Simply put: build excitement around your live session.
Best practices for webinar streaming on social media
Achieving a successful webinar stream on social media requires more than just the right tools; it involves a strategic approach to content, engagement, and promotion. Here are key best practices to adhere to:
Pre-promotion is Key
Utilize your social media channels to build on anticipation for your webinar. Share behind-the-scenes content, teaser videos, and relevant hashtags to stir up interest.
Engage and Interact
Engaging webinar audiences on social mediais crucial. Encourage participation by asking for questions beforehand and conducting Q&A sessions during the webinar on social media. This not only keeps your audience engaged but also adds a layer of interaction that can enrich your webinar’s value.
Monitor and Measure Success
Use analytics tools available on social media platforms to measure the success of your webinar broadcast. Track metrics such as viewer count, engagement rate, and reach to understand what works best for your audience.
Choose the right online webinar streaming platform
When choosing the right online webinar streaming platform, it’s essential to consider several crucial factors to ensure your event's success.
The quality and reliability of the stream is paramount - look for platforms offering high-definition video and clear audio to maintain audience engagement and provide a professional experience. Interactivity features like polls, Q&A sessions, and chat options enhance participant engagement, making them critical in your decision-making process.
Also, assess the platform's ease of use for both presenters and attendees to avoid technical difficulties during the event.
Lastly, analyze the platform’s analytics and reporting tools as they provide valuable insights into attendee behavior and engagement levels, helping you measure the webinar's overall impact and success.
What is LiveWebinar?
LiveWebinar is a powerful online platform that simplifies the process of livestreaming webinars across multiple social media channels simultaneously. With its user-friendly interface, LiveWebinar allows you to connect and stream your webinars directly to platforms like Facebook, YouTube, LinkedIn, and more, broadening your audience reach and engagement opportunities. It offers robust features such as high-quality video and audio, screen sharing, interactive polls, and real-time chat functionalities, ensuring that your webinar is not only seen but also interactive and engaging for viewers across the globe. Read more about the social media live streaming feature here.
Check it out and set up a free account here.
