Live Streaming for Business: Tips and Tricks

by Steve Secor

In recent years, the technology for broadcasting live content via the Internet (live streaming) has become very popular. Live broadcasting definitely isn’t a new idea, but with the growth of the live streaming app market, it has become much more accessible and easy to do.

So how can businesses and individuals leverage this tool to promote their product or service? Like a lot of social media, live streaming provides a great way to make your content more personal and humanize your business. We know that people like to do business with people they know, like, and trust, so the more content you can provide that shows your personality and the personality behind your business, the better.

So what should you broadcast about? Live streaming is a great opportunity to connect with customers and prospects on a different level than any other social platform. Give your viewers a behind-the-scenes look at your business that they don’t have access to anywhere else. Here are a few ideas:

1. Process
Whether you cook a meal, show where and how donations are processed, or talk about how you create a logo, giving viewers this exclusive insight into your business’ process makes them feel like they have the inside scoop, a special connection with you and your business. This will leave them with a unique memory that will encourage them to choose you in the future.

2. Q&A
The live video format is perfect for having question and answer sessions with your employees and/or experts in your field. You can share tips about your field, show your personality, and have a little fun. Viewers will feel connected to you, and if they utilize the tips you shared, they will automatically think of your business!

3. Product Launch
Just like Apple makes a big deal about announcing new products and makes them available online, you can announce new products or services via live stream. This can be a great way to create buzz and get the word out to the masses.

4. Pressers
Creating your own live video can help you get media coverage. Some press conferences don’t get much “legitimate” press coverage because the media doesn’t have enough people to send out to every event. In my experience, if you provide your own video content to the media, you have a much better chance to gain coverage.

Now that you have some ideas of what to post, how should you post? Here are some things to keep in mind:

1. Be Real
The best part about live streaming is that it isn’t scripted. Your videos should feel spontaneous, rather than polished. But that doesn’t mean you should be unprepared, and have lots of “ums” and “uhs” in your video. There should be a good balance between having clear, concise content so you get your message across without being too produced and polished.

2. Don’t Be Afraid to Make Mistakes
Live streaming is a new tool. If you “mess up” it’s not a huge deal — lots of entities are getting their bearings in the live streaming world and new platforms are emerging constantly. A mistake that happens live is already past, so move on and learn from it. (Note: If you are archiving the video for people to view later you can decide if you want to take the time to edit the mistake out.)

3. Recycle Content
Don’t feel that you have to always come up with new content. If you have content you’ve used elsewhere, you can repurpose it for a stream.

4. Pre-Promote
Use your social media, email list and other communication tools to let your audience know ahead of time that you will be presenting a live stream. Create excitement about what’s coming up in the stream to get more viewers.

There are so many ways to use live streaming to your advantage, without a huge amount of work ahead of time. I’d highly recommend getting to know live streaming technologies and trying it out. Remember, mistakes are okay, and people will love to see you being real! In a future post, I will talk about the best platforms I’ve found for live streaming your content.