Video is one of the most engaging digital platforms to connect with your online audience. It’s highly shareable and easy to consume. After all, how many cat videos pop up on our Facebook walls each day?
But customers are looking for something more. They expect immediacy and want to see you in action. Your YouTube channel is great, but viewers want the thrill of watching you in real time.
That’s why you need to get into live streaming to promote your business and products.
What is live streaming?
Live streaming is very similar to creating video content for your site or social media platform, but with one huge difference: you broadcast everything live. There are no retakes or take-backsies, and it’s a genuine and raw way to reach out to your audience.
Benefits of live streaming
Many small business owners feel put-off by the idea of live streaming.
“What if I mess up?”
“What if nobody watches?”
“I don’t have anything interesting to talk about.”
It’s natural to feel nervous about broadcasting live to the internet. It can take a bit of practice to feel like you’re getting into a groove of talking about your brand on the fly.
Here’s why you need to get into live streaming to authentically promote your brand.
1. It’s affordable and easy
You don’t need any special equipment or software to live stream. There are some live streaming platforms that are easier to use than others, but overall it’s extremely simple to set up a live stream.
You can stream directly from your phone, laptop, or tablet. There’s no need for high-end cameras, cables, or mics. Easy peasy!
2. No editing
Sure, the video is live, and that presents its own set of challenges. You have to plan what you’ll say and how you’ll handle any “oops” moments on air.
But a huge pro of producing a live video is that you don’t need to edit the footage. It’s live, which means it goes out as-is. You spare yourself hours of video editing and the need for pricey video software.
And anything that saves small business owners money and time is a huge win.
3. More participation
One of the best reasons to opt for live streaming over traditional videos is viewer participation. Your customers feel like they’re in the moment with you, whether you’re chatting about a new product, giving them a behind-the-scenes peek at your manufacturing, offering a demo, or answering questions.
Live streaming is more authentic because it shows customers who you really are with zero filters, edits, or bloopers.
Many streaming platforms offer the opportunity for your viewers to comment as you stream. It gives people the sense of chatting with you in person, and it’s much more intimate than traditional video.
4. Great content pieces
You’re busy. You want to put out a wealth of content for your customers to enjoy, but there are only so many hours in the day. Live streaming gives you a great piece of content that you can easily repurpose and share across different platforms.
For example, you can transcribe your live stream into a blog post for your site. You can also repurpose snippets of the live stream for social media posts across different networks. Most live streaming options will also record your video once you finish live streaming so you can share with those who missed it.
How to get started
If you have a Facebook account, you can live stream. It’s a simple matter of clicking the right buttons.
Before we get into the intricacies of live streaming, remember to promote your live stream ahead of time. If your followers know you’ll be live streaming, they can plan to watch and participate. Remind your followers at least a week before your live stream, as well as a reminder the night before and the day of.
If you don’t let them know, they won’t show!
The easiest platform to start live streaming is Facebook. Some people recommend Google Hangouts or YouTube, but the best option for beginners is Facebook. It requires zero add-ons or software to live stream and is intuitive to use.
To start your live stream, log into your Facebook account.
Once you log in, click on the area where you would normally post a status to your personal Facebook. Click on the “Live Video” link.
There are a lot of goodies here, so be sure to pay close attention.
This page will let you preview how your video will look once you’re live. The screenshot doesn’t show anything since my camera was covered, but normally you’ll see your webcam’s feed.
Ensure that the video is coming across how you want it. If you’re not a fan of the quality or it seems blurry, try cleaning your camera lens or switching devices. If you’re using your phone to stream, it might be a good idea to use a small tripod or have a friend hold the phone while you stream.
The second important item on this page is the “Choose where you want to post your live broadcast” dropdown. From this dropdown you’ll have the option to post this live stream on your personal Facebook profile, a Facebook page you manage as an admin, or a Facebook group. Don’t neglect this important step: make sure you broadcast your video to the correct audience. It’s the difference between your Aunt Myrtle seeing your video instead of your customers.
Third, add a description to your video. Your viewers should already have an idea of what your live stream is about, thanks to your pre-stream promotions. But it’s still great to offer an overview of what you’ll address during the live stream. Consider asking viewers a question to engage them in the comments during the live stream.
Finally, once you’ve entered the relevant information and the settings are to your liking, click the “Go Live” button to begin your broadcast. Facebook will count down from three to start your video. The countdown is good if you need to move away from the camera or catch your breath before starting.
Once you complete your broadcast, select “End broadcast” and you’re done! Facebook will publish your video after the fact and you can share it via other channels for people who missed it.
The bottom line
Live streaming is one of the many ways small business owners can connect to their audience in a real, authentic way. Today’s digital audiences crave real-time relationships with the brands they love. Give them the connection they crave and cement your brand into the hearts of current and potential clients.