Because Live Streaming Content Still Needs Planning
Pam Sahota, Digital Marketing Strategist for Global Brands.
Today, live streaming has taken a new identity. Multiple identities in fact. From Meerkat (sorry buddy), to Periscope (from Twitter) to Facebook Live to YouTube Live (and many other players we just can’t remember the names of), live stream has become a necessity for digital marketers today. It’s not a tool we are considering, it’s a tool we have to consider as marketers. Especially, if your audience includes the millennial audience, you are already behind if you are not live streaming your content.
So how do you start if you haven’t already? How do you optimize if you are already checking it out?
You need a plan.
As with any digital marketing channel, you have to approach it with a strategy and content plan. You need your content to align with your overall marketing content, but you need to align the content for live stream to that particular channel. You can’t have it recycled to this channel. Sorry kids, that won’t work. It’s a whole new beast. Plus, you can’t edit as you go. It’s live.
Instead strategize the following:
- What’s your purpose for being on live stream? Does it work for your brand?
- What’s the story you want to tell? Is it about a product? An experience?
- What is the end result? What do you want your audience to takeaway?
- What is success? How will you measure that?
If the above calculates and makes sense to move forward, plan your content and time how you will execute (and who):
- Who’s the cameraman?
- Will someone speak or will it be based on the environment?
- What’s the script? You need a rough idea if there is someone speaking.
- Storyboard the shots.
- How long will the videos be? How many do you need to tell the story?
- How often will you shoot?
- How will you audience know you’re there and how to discover your brand?
- Help them find you – promote it. And promote some more. The worst thing you can do is spend time creating cool videos and then no one seeing it.
- Ask your fans to share. Why not?
Lastly, see if it works. Pick a measurement plan and test plan to see if your brand is going to be successful at live streaming or not. Sometimes it’s the content you choose that you need to test and not the live streaming part. So test different types, different cadences, and different tune in times. And of course, allow your fans to take part.