Over the last several years, we’ve seen pivotal moments stoke the revolution of live video. But they certainly did not seem pivotal at the time…
- In April of 2016, more than three-quarters of a million people gathered around their electronic devices to live-view BuzzFeed employees using rubber bands to make a watermelon explode.
- Dunkin’ Donuts attracted new audiences when it broadcast a live tour of its facilities in February 2016, interviewing staff experts to discuss some of the brand’s most popular and eye-catching products, such as the iced macchiato.
- Chevrolet spurred a buying frenzy for the launch of its all-electric 2017 Bolt EV by streaming video from the consumer electronics trade show, CES 2016, on Facebook Live.
These examples show the relatable, attainable nature of livestreaming. Mom-and-pop shops and giant corporations alike are investing in it, thanks to the availability of exceptional tools.
But livestreaming capabilities are not a magic wand. You cannot expect one momentous livestream to secure an audience for good. Best practices must be followed to yield consistent growth. Among these practices are staples you would find in any marketing handbook: research your audience, create an engagement strategy, include a call to action, and follow up on interactions and leads.
But one best practice is too often overlooked: measurement.
The benefits of livestreaming are highly measurable. You can quantify your ROI based on the user data and analytics tools provided by your platform of choice. You can export your findings and take note of trends. Factors to consider include: the number of viewers, visited pages, types of videos, times of day, device choices, and demographics such as location, age, and lifestyle.
View this task as laying your foundation. Yes, it requires great attention to detail and planning. You may feel like you have stores of data that cannot paint a full—or helpful—picture at first. But stick to it, and you will find clear patterns to inform your next steps.
In essence, measurement and analysis will show you what your audience wants and exactly how you can give it to them. Your livestreaming will be more effective in sales and in building rapport with your target audience if you accumulate more data and knowledge with every video.
For a full guide on livestreaming, download a free copy of Using Live Video for Marketing: Best Practices & Recommended Tools.