Best Practices for Creating Live Social Videos
Learn to create effective live social video content to compliment your social marketing plan
Live Videos are fast becoming an essential part of the Social Video toolbox. While your Live Video should tell a cohesive story, remember that it’s also important to show authenticity and provide real-time engagement. The best Live Videos are ones that feel like a conversation between your brand and the viewer. When broadcasting live, the longer you broadcast, the more likely people are to see your video and share with friends. Facebook recommends Live broadcasts be 10 minutes at minimum, but you can continue for up to 4 hours.
A Live broadcast is very different from a typical social video that can be filmed, edited, and produced at a leisurely pace. When broadcasting Live to platforms such as Facebook, Instagram, and YouTube there are some important best practices to keep in mind.
First, you’ll need a good team of people to ensure your broadcast runs smoothly. Be sure to enlist people to operate the camera and monitor your sound quality, and recruit a couple extra people to manage the comments that will come in while the broadcast is Live. A pro tip for maximizing engagement is for the presenter to respond to audience questions and comments live on air. To do this, have a team member copy and paste viewer questions from the live stream comments into a Google Doc, and have a laptop or tablet with that document open in front of the presenter.
When broadcasting live, your video description appears alongside your broadcast, so be sure it provides any essential information about the content of your broadcast for viewers joining after it’s begun.
When the big day arrives, give your team plenty of time to set up and do a dry run. Test all the equipment, especially microphones, run through the presenter’s talking points, ensure the Wifi signal is strong. Some networks, such as Facebook, will allow you to make your Live broadcast private at first for testing. This is a great way for you to ensure that your broadcast looks and sounds the way you want it to, prior to going live.
And finally, create a buzz for your Live video by sharing reminders, starting a couple days in advance, to ensure you reach as many people as possible.