5 reasons why you can’t ignore live streaming
and two reasons you should
#Livestreaming is the new Youtube. When Youtube started letting content creators monetize their videos, it was a huge move for the creative community. The original video of a woman streaming her experience with a Star Wars product that is exclusive to Kohl’s has been viewed over 100 MILLION times.
As a result, the product is out of stock. This person was not trying to enter into a influencer relationship with Kohl’s, but the company provided store credit ($2,500 will keep her and her family in Star Wars themed pajamas for YEARS) and a bunch of swag for the family.
The metrics on this video and Kohl’s response is proof this is a valuable channel for influencers. Facebook Live is a great option for live streaming and it’s easier than ever because all you need is your smartphone. There are other platforms like Periscope and Meerkat, but we’re going to focus on FB Live.
Here’s why you can’t ignore live streaming:
1. It’s built in. A large segment of people are already using social media platforms, especially integrated platforms like Facebook + Facebook Live. In March 2016, Facebook reports that they had 1.09 billion daily active users, 1.65 billion monthly active users, and 989 million mobile daily active users. That means over half of the active users are using their mobile devices to access Facebook.
2. Streaming gives you multiple ways to love your fans. Facebook Live lets you interact live with people but also once the video is finished, it’s posted and the live comments are now threaded like other conversations, giving the broadcaster a chance to go back and answer any follow-up questions and preserve the conversation. This is something that we are used to with Youtube and Vimeo, but with a hybrid element that they can’t do — have both live comments as you are broadcasting and after the fact. You can make sure everyone gets the love — and in this competitive market, personal connection is where it’s at.
3. Live Streaming is agile, mobile, and spontaneous. If you are anywhere or have any content you want to get out, you just turn on your phone and do it. Sure, I have a mic and stuff because I’m a professional, but instead of filming, editing, uploading, you’re just live. It works if you are ok with being a little put on the spot and making a few mistakes. You don’t need a fancy camera or Adobe training to get your content out (although new smartphones still feel fancy to me).
4. It’s ubiquitous. Social media and live streaming aren’t a “millennial thing” at this point. You can live stream craft techniques, comedy sketches, political rants, marketing techniques, makeup art, welding, and basically anything else you can think of. The best things to live stream are something you can speak or show confidently and passionately.
5. Priority in feeds. The most important — Facebook is prioritizing live videos. Which means that your content is new, it’s higher on the news feed, it’s not being utilized by most brands, and your users see it auto-played.
Here’s two reasons you should ignore live streaming:
1. You are not good at it and you don’t want to be. It doesn’t feel natural, you can’t come up with content, you freeze up. All of these things are fixable, in fact, there are workshops, classes, coaches, and support communities that can help you polish whatever is giving you rough edges. But, if you just don’t want to do it, then you might be better off hiring a social marketing whiz or just sticking to what works.
2. It just doesn’t work for your customer segment. I love seeing art being made, demonstrations of technical skills, learning more about sales funnels, anything that entertains me and lets me get to know the person on the other side. I like watching people work. Well, most people. If you have a toilet auguring business, I don’t want to hear or see that. If you have something that is solving a problem and it’s something of an emergency when people are looking for you, then Google Ads would be a much better use of your time. If it’s something that’s unpredictable, proprietary, or protected (cough Department of Defense, NDA covered work, science research) then you definitely should not live stream it. It doesn’t work for every business segment or customer segment. Also, even though Facebook has a lot of monthly users, some of them don’t really spend a lot of time online, they may be logging in to check on things and don’t browse much. Find out where your target client is hanging out and focus your effort there.
Go forth and be social!
