8 secrets to creating live video content that people want to see

8 secrets to creating live video content that people want to see

On almost every major social media platform, live video has been shown to effectively engage new audiences and increase engagement. However, creating good live video content can be a real challenge.

Your audience will respond in real time and you need to make sure that the content you have prepared is polished enough for a live broadcast. The content must also be engaging enough to keep the audience watching.

If you’re looking to incorporate live video content into your marketing strategy, follow these tips from a group of successful entrepreneurs. His secrets to success will help you develop content that people actually want to see (while increasing your sales).

1. Tap into your customers’ imaginations.

The key to successful live video is sparking your customers’ imaginations and aligning your creative content and copy with that, says Samuel Thimothy, co-founder of OneIMS.

“Ad campaigns are still a race to tweak your creatives to match buyers’ imaginations,” explains Thimothy. “Find activities around the process of creating your products or services and show them to your audience.”

2. Build enthusiasm from the start.

According to John Turner, founder of SeedProd LLC, the best way to get people to sign up for your next live video presentation is to start building buzz early.

“You don’t want to advertise your event a few days before it goes live,” says Turner. “Instead, you want to give users a few weeks to secure their seats. I like to create event-specific landing pages and communicate with our email subscribers at least two weeks in advance.”

3. Focus on entertaining instead of selling.

Instead of trying to use live video content to sell your products and services, Nic DeAngelo, president and founder of We Buy Loans Fast, recommends a more entertaining approach.

“A music video captivates an audience through artistry, vivid expression and creativity,” says DeAngelo. “Use those elements and incorporate them into your live video content. Include a sense of authenticity, wit, and candor as well.”

4. Encourage audience participation.

Audience interaction is paramount to a successful live broadcast; the best way to encourage it is to plan for it.

“Make a plan for what you want to say and how you structure it,” says Candice Georgiadis, founder of Digital Day. “Be interactive. Encourage them to ask questions and join in the discussion. Be fun. Let them have their creative edge.”

5. Add an element of excitement.

Live content doesn’t have the same luxury of craftsmanship or room for error as pre-recorded content, explains Akshar Bonu, CEO of The Custom Movement. It has to be genuinely exciting as it is at the moment and encourage the audience to keep watching.

“If live content is part of your strategy, make sure the live content adds some element of excitement, excitement, or novelty,” says Bonu. “Otherwise, pre-recorded content may be a better option.”

6. Understand your numbers.

Stephanie Wells, co-founder and CTO of Formidable Forms, encourages businesses to get to know their audience before they start trading. To that end, she recommends looking at engagement stats for your past content.

“If a video you created has more views and engagement compared to others, then you did something there,” says Wells. “Don’t reinvent the wheel – know what works and build your content strategy accordingly.”

7. Be identifiable and accessible.

The secret to exciting live video is being relatable, says Jared Weitz, CEO of United Capital Source Inc.

“You want to show your customers who you are and let them know you’re approachable,” advises Weitz. “People want to do business with people they trust. If you’re trustworthy, video will boost your sales and marketing reach because it’s great for raising company awareness and building trust.”

8. Change your camera angles.

As Mary Harcourt, founder of CosmoGlo, says, a constant camera angle gives the illusion that the presentation is boring. She encourages companies to take inspiration from motion pictures.

“They change frames every one to three seconds to keep you immersed throughout the movie,” says Harcourt. “Shoot your live video from multiple angles to keep your consumer engaged.”

Opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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