3 keys to live video success

Considering adding a weekly video segment to your organization’s blog? Before taking a shot in the dark—and missing—consider these content marketing tips.

A version of this article originally ran on PR Daily in October of 2016.

Everything you know about successful PR and social media campaigns can apply to live video.

Diligent planning, establishing clear goals and diligently analyzing results are crucial to executing a successful live video campaign. Here’s how to get rolling:

1. Engage your audience.

Journalists and clients will want to see that your brand can cater to any audience. More than sheer numbers, though, they’ll want to see engagement.

If your corporate messaging is overly promotional or your primary audience members don’t respond to your outreach efforts, few clients will roll the dice on you.

Don’t despair, though. There are some straightforward steps you can take to get your social media presence back on track. Listen to your customers, motivate your people, and start measuring your online success. Then, adjust your strategy.

2. Strive for optimal timing.

Like guests trickling into a party, live video viewers sometimes take longer than you’d like to show up and get situated.

Know the location of your primary audience and what time of day works best for them to interact. Are they willing and able to watch your broadcast during lunch or an afternoon coffee break, or would they prefer to engage in the evening?

Marketers at Benefit Cosmetics have clearly done their research: They host a Facebook Live video every Thursday at 4:15 p.m., and their audience is quick to chime in with questions and comments. Additionally, they pad the first few minutes of each video with questions and comments to ensure that latecomers don’t miss all the fun.

Having a set time and audience-influenced content helps Benefit rack up thousands of live viewers each week and shows managers what their customers want to see.

3. Ensure that your content is entertaining—or exclusive.

To attract a following, you must have something interesting to say.

Live video requires showmanship and drama. Engagement via video doesn’t come naturally to everyone. Practice your on-camera presence: Charisma is a plus; calm and confidence are musts.

If you’re going to partner with a media outlet, make sure you’re on the same page about how the video will be used. Who has rights to it? Has this content shown up anywhere else? Establish ground rules that everyone can agree to.

To get significant attention from journalists, your content must be original or hard to get anywhere else. Include great guests, behind-the-scenes footage and exclusivity. Keep those factors in mind when you brainstorm your next video concept.

Michelle Pittman is the chief strategy officer at JConnelly, a communications and marketing agency based in New York. A version of this article first appeared on JConnelly’s blog.

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