How to Use Live Video on Social Media
While real-time live streaming isn’t new, it may not have made its way into your marketing strategy yet. However, we’re here to tell you why and how you should be utilizing live video on social media. Let’s take a look at some crucial social media user statistics on live video.
- 80% would rather watch live video from a brand than read a blog
- 82% prefer live video from a brand than social posts
- YouTube is the first favorite among video platforms, with Facebook following in a close second
Choosing a live video platform depends on not only your brand’s most significant social media following but also the most engagement. After all, this tactic relies on user views and comments to be successful.
YouTube Live is great for niche communities, such as gaming, crafts, or cooking. Viewers can comment alongside the video stream, although that is the only user engagement feature available. There are a few benefits, however, to going live on YouTube. You’re able to schedule when you will be going live, and that video will populate in a user’s subscription feed. The downside is, unless a subscriber has your account’s notifications turned on, they will not be aware you have started a live video.
Another bonus to using YouTube live is there is no time restriction. In theory, you could stream endlessly on this platform. Once the stream is done, you have the option to automatically upload the video to your account for users to watch in the future. However, the current threshold for published videos is 12 hours; if you intend to share your live after you’ve ended it, keep it under this mark.
Facebook Live dominates the user engagement game. Alongside typical video analytics, the platform provides the number of live viewers, people reached, reactions, comments, and shares. With several interaction options for users, Facebook is a great place to boost brand awareness and community engagement.
Facebook Live also allows for two hosts at the same time, which can be perfect for guests, interviews, and more. Facebook streams can last up to 8 hours if being recorded on a computer or 4 hours if on a mobile device. Like YouTube, after the stream is finished, Facebook will automatically add the video to your page.
The live feature on Instagram is straightforward to use and operate. Once going live, Instagram will send a notification to all of your followers, encouraging them to hop on. Your account will also be the first icon in the list of stories at the top of the home page, with a logo that indicates you are live. In the video itself, users can comment and send emojis.
Like Facebook, a new feature to Instagram Live is the ability to host with another user—this can be incredibly valuable if your brand works with influencers. It’s worth noting that Instagram Live only allows for one hour of streaming at a time. This can either be a positive or negative for your brand, depending on your audience’s retention.
Getting Started With Live Video
Here are a few key questions to ask before you go live.
- What is the goal of my live video?
- Do I have meaningful and engaging content to share with my audience?
- Is my title catchy and attention-grabbing?
- Have I considered my social media analytics to determine the best platform, day, and time to go live?
- Have I promoted my live on my social media beforehand?
If you’re looking to implement live video into your social media marketing strategy, don’t hesitate to reach out to the digital strategists at Kraus Marketing! Together, we can work to build your social media following, look into key insights, and start producing live video content. Contact us today to get started!