As live streaming video increases in popularity, it naturally garners attention among brand marketers. Periscope (owned by Twitter) was a pioneer. Snapchat, Facebook Live and Instagram have since introduced their take on live streaming video. As with most marketing tools, what’s good for building consumer brands can be adapted to the B-to-B world.
Caitlin Jeansonne, social media director at MMI Agency in Houston, shared these tips on developing a live content marketing strategy at MarketingLand.com:
• Identify key moments where live content will provide value or entertainment to your followers, such as behind-the-scenes access or live coverage of an event. Can you share a sneak peek of something you’re working on? Or spotlight members of your team in a creative way?
• Yes, live content can (and should) be more casual than other social content; but don’t be afraid to script out key points and timing.
• Develop platform strategies. Each platform has a slightly different audience and style that lends itself to certain types of content. Determine what types of branded content you’ll create for each channel based on what feels the most native in that space.
• Don’t feel that you need to cover the same event in all of your channels. As with any social media content, give people a reason to follow you in multiple places by developing varying content that makes sense and is optimized for each channel.
• Assign a host for each of your live content pieces, and know what support they will need.
• Before you go live, test your audio and lighting to make sure viewing and your message are coming across without any distractions.
