Video is one of the most engaging digital platforms. If you want to connect with your audience, there’s no better online medium than video.

One reason is that video is highly shareable and easy to consume. After all, how many cat videos pop up on our Instagram feed each day?

Customers are looking for something more, though. They expect immediacy. They 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.

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 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. Some live streaming platforms 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 benefit of 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.

3. More participation

One of the best reasons to do 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 or edits.

Many streaming platforms offer the opportunity for your viewers to comment as you stream. It gives people a 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.

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. Cement your brand into the hearts of current and potential clients by giving them the connection they crave.