Picking the right B2B live video streaming platformArticle
In the first two articles we established the benefits that live video streaming offers for B2B businesses and a few ideas on content that you can use to live stream. The third part of this series looks at the platforms that are currently available for live streaming and how you can get the best results from them.
Before you start live streaming you need to know which channels your audience is on. It is always better to meet your audience on the platform that they are already on, rather than waiting for them to move to a new platform. The goal of live streaming is to build viewership, as well as encourage engagement.
Being the biggest social media platform, Facebook live has a number of benefits that make it one of the best platforms available. You can have control over who watches your live stream through geo-targeting. Videos can even be shot on mobile devices. You can use relevant public groups and pages to promote your stream. Facebook has been testing using advertising in live streaming, which would help monetize the format.
Most marketers are already using this platform for organic videos, as well as video advertising. The YouTube Live channel is dedicated to live streams. The ‘Watching Now’ option gives marketers data into how many viewers are watching at a particular time, and the number of live chat messages per stream. The stream metrics are available in YouTube analytics at the end of a broadcast.
This platform also allows you to preview your video before it goes live, which will give you the opportunity to see the video as your audience sees it. Privacy options also allow you to select who you would like to stream to. You can also live stream from your mobile device.
Periscope is a live video streaming platform that allows users to shoot videos using their smartphones. Periscope was bought by Twitter in January 2015. Consequently, as a broadcaster you are able to intertwine your live streams with monetization. You can also use Twitter to promote your stream. Live streams are available for 24 hours for those who missed them live.
Periscope has been trying to compete with YouTube and Facebook by offering a few unique features including allowing brands to connect with live video creators for sponsored streams. It has also been testing the effectiveness of using pre-recorded videos in live streams.
In order to convert your live stream into potential leads you need to keep in mind a few best practices.
While video streaming might be the best way to educate your audience about a new product or service, you need to remember to put yourself in the shoes of your audience. There is no point giving them information about something that they do not care about. Even if you do not have the marketing budget to conduct formal surveys about the interests of your audience, you can always monitor your Facebook page, blog post comments and other social cues to give you an idea about what might interest your audience.
Promote Your Broadcasts Ahead of Time
Just like promoting a webinar, you can use email marketing, social campaigns and other paid forms of advertising to promote a live video before it airs. The more promotion you do, the higher your viewership will be.
Keep Sessions Informal
The success of live videos lie in the element of spontaneity that this format offers. That means that while it is important to be prepared, your broadcast should not sound like you are reading off a script. The whole point of a live video is to see things happening in real time.
No matter what tool you decide to use, it is important to test the tool first and see if it works for you and your audience. Even if you are not able to engage with your customers immediately, do not give up too soon because it takes time to build your following on a new platform.