Almost everyone is using live streaming as a tool to connect with people during the pandemic. Even businesses are exploring live video streaming on different social media platforms like Facebook, LinkedIn, etc. to reach out to the target audience. Hence, Designhill conducted a webinar with a panel of experts where they shared everything that you could know about how to engage audiences through multi social media live video streaming.
Social media is being useful to individuals and most crucially to businesses in a different way now. They are running live streaming as a means to connect with experts and people. Such live streaming on LinkedIn, Facebook, Twitter, and Instagram is now commonly in use. However, not all business owners are taking maximum benefits from live streaming. They do not explore this medium fully for lack of ways to do that.
Considering that, Designhill, the leading creative marketplace, conducted a webinar on the issue on 27th May 2021. The topic was – Audience Engagement Through Multi Social Media Live Video Streaming. The guest speakers covered most of the aspects of live streaming on social media.
Dorien has a rich experience of over 10 years working as a social media consultant, organic Social Media specialist, certified Agile Marketer, community manager, and keynote speaker. After starting as a local specialist, she now works with international brands.
Grace Duffy A Dallas-based Digital Strategist and Web Content Creator with a passion for connecting people through technology — be it to a goal, a solution, an idea, or simply with one another. She is the Virtual Events Manager at Restream, a multi-streaming platform that allows you to broadcast live to 30+ social networks at the same time.
Also, she is the co-host and producer of Social Media News Live, a weekly live show, and podcast that keeps you up-to-date on what’s happening in the world of social media.
Jessika is the Founder of NOW Marketing Group. She is a social media strategist known for her expertise in relationship marketing. Her company is now a Forbes recognized Agency Partner and a certified inbound partner with Hubspot. She teaches comprehensive relationship marketing, presents in a weekly videocast “Magnet Marketers” and hosts one of the largest social media Midwest conferences, Social Media Week Lima.
Kate Paine is a personal branding coach and helps authors, speakers, coaches, entrepreneurs, executives, and independent professionals stand out online. She helps them become recognized authorities in their industry and has a knack for helping them discover their personal story and how to weave it into their professional brand.
Viveka von Rosen is a co-founder and Chief Visibility Officer at Vengreso, the world’s largest digital sales transformation company. Known as the @LinkedInExpert. She is also the author of the best-selling “LinkedIn Marketing: An Hour a Day” & “LinkedIn: 101 Ways to Rock Your Personal Brand”. Also, she also contributes to LinkedIn’s official Sales and Marketing blogs and their “Sophisticated Marketer’s” Guides.
In this post, we’ve shared the video of the session and transcript in the form of Q/A where you can learn more about how to engage your audience using social media live video streaming.
Dorian Morin: Live streaming is turning on a camera, and instead of pre-recording, and organized, you go live and talk to the audience. You can do that on lots of different platforms. With the world shutting down, everybody flocked to zoom as a tool for live streaming internally. But as a brand, you can also take that outside of your internal team. Just go outside and tell the world about your brand through live streaming.
But, you can also live stream by turning the camera around and showing the world what your brand is all about. You can put the camera on your staff, customers, products, all these different things. So, live streaming is a unique opportunity to have that one-on-one conversation with millions of people by showing what’s going on in your company.
Jessika Phillips: Live streaming provides access to companies and their connections. I feel like a level of humanity and tone and a quicker way of building the relationship. You could see me nodding along agreeing with what you were saying. That is versus if somebody is just typing something, you don’t always know that. So, I love the live video for that, because of the access that it can build relationships a lot faster.
A lot of us were talking before we got started, and many of us had heard of each other present in this webinar. But we didn’t have a chance to connect. And now I get to watch you and hear your tone, understand a little bit more about you. So I feel like it provides access, as well as provides some connection to build relationships a lot faster with your audience.
Studies have found that audiences like to learn about products through video a lot more than text. So if a picture says 1000 words, a video says, a trillion or something, but it’s a great way of learning about products and services and people.
Grace Duffy: I will emphasize that it does help you build a deeper relationship with your audience because it is real-time. So I don’t even know how to do a show that doesn’t have a Q&A and the audience popping in and asking questions and letting that be part of the conversation.
That way, your conversation isn’t just between you and your guests. It’s you, your guests, and all of your audience, and then you can even personalize it. That is because when we do a show, I’ll be like, hey, Jessica, you asked this question, or Doreen asked this question, and it builds a bigger connection.
Viveka Von Rosen: We understand that not only are we in marketing, customer success, customer delivery, but we’re also in sales as well. Our company focuses mainly on corporate b2b sales teams. And so I understand the idea of shooting video, doing live streaming, uploading a video, whatever the whole idea of the camera is a little bit scary.
But the good thing is, you’re here on this panel today, or you’re here on this call today. I guess you’re here, at this video conference today. And you’re going to learn some great things because we have to get over the fear of the camera. After all, there’s just no other choice now.
Kate Paine: Bottom line is that video builds trust when people can see and hear you. It builds trust and connection. Once you build trust, everything else is about relationships. That’s what leads to the transaction. But you want to be of service first and build trust and the relationship.
Jessika Phillips: The beautiful thing about live video is that everybody can do it. It’s also the worst thing about it. I feel that it provides access. But the key is that you don’t need a lot of tools for live streaming and you can do it from your phone. So it truly is a level playing field when you go live. It is just about using it that way. I always like to say what is going to make people watch it. Just because you can go live doesn’t mean people are going to watch it.
So, know what is the purpose of live streaming. I am a huge fan of acronyms. The first thing you think about is like for what purpose? Like, what are you going to live for? Why are people going to want to connect with it? Who are those people? What is your technique that you’re going for with your consistency? You can’t just go live once and think it’s gonna solve everything.
But I would say using this platform is all about just showing up and doing it for a purpose. It’s going to give you a greater advantage if you have that consistency and keep showing up and getting access to yourself. But you just have to know for what purpose you’re doing it. And don’t just add to the noise that’s out there.
Viveka Von Rosen: You do you want to have more of a reason to be in life than to be alive. There are a lot of folks who probably should be a little bit more thoughtful about what they plan to do. Your reputation is kind of set on that. And so I don’t want to scare people away from being in life. You should do it but have a purpose and a reason.
Keep an eye on those chats. The excitement of life comes in when we get folks asking questions and you get that interaction. And that, to me, is the most wonderful part of life is the engagement piece. Social media is great but is about having a conversation creating those qualified conversations. And that’s where lives are powerful.
Dorian Morin: You already have an online community and you’re a brand. So you have a Facebook group, and go live within the group. As the brand allows you to ask questions about your product and service, you get that instant feedback from people. You can say what you want? What would you change? And so it’s two-way instead of like the old media. Once social media is all about, you put the message out and hope that they get the message.
But social media is about having that two-way conversation and getting feedback. Live video is instant feedback. It’s even better than putting a post up with a graphic and then asking for that conversation. Having that engagement, you can do that life when you’re on video. You can get that instant feedback. You can ask a follow-up question, which is what we’re doing here?
You’re diving deeper into the content. The brilliance of it is that when I have this expert there, I can ask a question they answer and then I listen to the answer. And then I dive even deeper into the content because I heard them say something. And that’s the essence of the live video when you’re interviewing somebody. You can dive so deep and get that awesomeness out and get these experts and these guests to give you everything they have.
Kate Paine: If you have an idea of what you’re going to talk about, and the questions you want to ask, once you’re alive, at least you kind of have a foundation. And so that’ll give you a safety net. So, if you’re a little nervous to start, think of a topic and a reason for doing this. It will be a lot more interesting to your audience. But you’re going to feel much more confident because you’ve got a plan.
Grace Duffy: Whatever plan you have, and I think that’s having a show flow, having a plan, it takes so long, a whole week to plan for one hour live show. And it takes that long because you have to come at it with the idea of not why are they there to see you. But why do they like what you are giving to that?
So, we kick off everything that we do with this is what you’re going to get, this is how long we’re going to do this, this is what you’re going to get. And this is the result at the end of it.
Kate Paine: I am on LinkedIn, and that’s my platform of choice. But if you are just starting in live video, LinkedIn is probably not the place. That is because you have to apply first and you don’t have any idea how long it’s going to take to apply. So, I would say if you’re going to start trying with Facebook or YouTube. Because you’ve got to find a place though this is also important.
You have to understand where your client lives or prospect lives so that you speak to them on that channel where they are. On Facebook, you can also easily live from your phone, if you don’t want to be in front of your laptop. It is just set up for success. So start there where you can be successful.
If you are interested in doing LinkedIn live, it helps 100%. If your audience is on LinkedIn, you want to live on LinkedIn. You’ve applied for LinkedIn live, start doing quality and consistent lives on other channels like YouTube and Facebook. Apply for LinkedIn live, but do live on other channels First, be consistent, have quality shows, and then you’ll be able to hopefully, get access to LinkedIn live. I still think it’s the best platform but it’s hard to get.
Jessika Phillips: I agree with what Kate started out saying about knowing where your audience is. You know what you’re showing up to provide access to and why you’re going live. That is because everything that goes on one channel doesn’t mean it’s necessarily going to go on another. Now, of course, there are amazing live streaming simulcast platforms and tools. They allow you to go on all of them at the same time.
But knowing where your audience is, and for what purpose that you’re going live, will help you decide what platform to show up on. You can start to create a group of one yourself, like on Facebook, where you’re live streaming and getting some practice and just going live to yourself, so you can watch it back. Then, you get brave and invite your mom or a friend or something into that group. So they can start giving you feedback, and test and grow and learn.
So, I highly recommend creating a group for yourself to test and go live and then decide what platform your audience is going to be most engaged with. Does it serve the purpose for which line you’re going live in the first place? If it does, then that’s where you show up, that’s where you go live. That’s where you stay consistent with doing so.
Grace Duffy: Well, I don’t think you have to choose which platform to go to. But I still pick and choose. And you don’t have to go live to every single one every single time. You can go live to enrich them, go live to groups and pages, multiple groups, multiple pages, multiple YouTube accounts. And so a lot of times we also recommend going to a group.
There’s a lot of groups around social media marketing and live video. They allow you to go live there to test it out and see what works and what doesn’t. And also to get comfortable in front of the camera, it takes a while. I have to be strapped into my chair, or else I’ll get up and walk away. Like, I’ll just get so distracted, go into the conversation. So, I think that you do have to pick and choose where your audience is but you do have to know.
Then once you’ve gone live a couple of times, you get an idea of where each audience receives that. Then, you can also take that content and repurpose it for the other channels as well. So I think that just because you go live, it’s not one and done. I know that there are several resources out there on how you could use one live video, and create content.
You could create 157 pieces of content, and it broke down per channel. So, you can do a story, talk about Instagram, post a video. It all comes back to generate leads, get them in your sales funnel, whatever your goal is. So, you can use a live video, but it doesn’t have to stay just a live video.
Jessika Phillips: The live show that we do on magnet markers is 99% of the content that I use on all the other channels. And it’s a simulcast now, but we take that and it’s in that live show flow template that I shared. That is exactly what we do, and how we break it up to make it 90% of our content. So, just because you’re spending all this time doing the live video doesn’t mean that’s the only place in time that it needs to show up. So definitely look at ways to repurpose
Dorian Morin: Well, it doesn’t have to be one show, but one audience. Your strategy for your brand could be that you have one show for people to talk about your services. Or, it could be to get experts in that you teach something and the educational part. And then you can have another show with say the CEO of the company or the CMO of the company. In that show, you talk about what’s coming and what’s new in the industry.
So, don’t get stuck on this one thing that you’re doing and try to be one thing for everybody on the live show. You can have two-three live shows a week if you want to if this is successful. But do what everybody else says and repurpose the content.
The second tip I want to give is that if you are worried, grab a partner. I work with clients that are very hesitant about doing live video or doing video at all. And when I tell them, I can partner with them, that takes a lot of that pressure off. Then I don’t mind being on camera at all, I don’t mind being on camera with them, and put on a shirt with their brand name on it. Help them get the show started. So, I think those things are important.
When it comes to where you go, I would start with where you already have a community. I am a community manager, and I have a huge Facebook community of social media managers. We can go live there. These are people that know and trust me. So, that’s a great way to get started on live streaming. Just answer questions and have that. As you do this, think back and go to your first YouTube video or a YouTube channel and watch it and your credit dried. So we’re all going out, it is going to be like that with live video, it’s not going to be perfect.
The first thing is to have all these show notes. You have the best experts, you are going to make mistakes. Just go with the flow and know that each time you go live, you get better. Then, you can add different places. I just kind of wanted to get moving forward on what the other lady said, grab a partner and go live where you’re comfortable to get started with.
Viveka Von Rosen: You can take out a five-minute video piece and upload it as a native video on LinkedIn. There are just so many ways to chunk that out. You could caption it, get a transcript of it, and turn it into a blog post. You can take out little sections and put them into Tik Tok for that matter. We take our Congreso lives. And we put that into our training program as a bonus. I interview a lot of people and having those interviews brings in another voice other than my boring voice for 17 hours. So think a little bit outside the box to take this one piece of content, and share it.
It is really hard to do it on your own, like I am graphically impaired, which is why I am so glad there’s a Designhill and my marketing team. I couldn’t create a good graphic, a good template, a good background image to save my life. And so having a team that can help you with that visual aspect of your lives and then helps you to create more content, I think is key, it would be really hard to do it all yourself. So, I hope some of you out there who work with Designhill and our creators will partner with each other and support each other.
Grace Duffy: I think the simplest way to repurpose your live stream is to turn it into a podcast. Within the restream, you can download just the audio or you can download the audio and video. You can also download separate audio tracks. Our neighbors decided to put a roof on while I was doing a live show. I was able to take my track out of it and clean that up and I think it is just simple.
You can download the video from your streaming tool and download it from YouTube. That is what we’ve done in the past before we had that capability. We used to just distribute out there and you reach a whole new audience of audio-only. A lot of people will encounter this. Even with this live video, people are proud of encountering it, in the same way as a podcaster, they’re doing some light work, or they’re doing some completing of tabs.
A lot of people watch a video and then do something else. And so as we produce our live videos, as we do everything, I always think about it in terms of the audio listening and audio-only audience.
So, we spent a lot of time showing something, talking about it, describing it to the audience, and explaining it. And we do little cues like I am calling out people in the audience. So, you have that way of adding that extra level of engagement, capturing a whole new audience.
Jessika Phillips: The purpose of creating content is to connect with your audience and to grow search engine optimization. Then, of course, you’re going to take that video and we will take our live stream. We turn it into a blog, we grab the transcription, the audio, upload that but then we turn it into a social post.
So, you can use tools like the missing letter, which you can have your blog go in there. It creates 365 days of content automatically. You just grab different intros to that, and then you have a year’s worth of tweets automatically. Also, Facebook clips allow you to grab little clips of the video that then you can share out as stories or social posts. You can bring it into another tool and dress it up even more so.
When syndicating you take that blog, and you put it on LinkedIn and make sure that goes out to that community. Because LinkedIn, as Vivica said, it’s the best community? So, depending on what you’re where your audience is, and for what purpose you’re creating it, that’s how you can repurpose content. But it doesn’t just have to be you.
The key is I want to make sure that every time I go on to a live video or to create a blog, that I am mentioning someone else in that content. Or, I am bringing someone else who will help me connect with my community, my clients, my team in some way. That is because we want people to share, make it craveable. We want to give them a reason to come back. Are they going to get mentioned? Are they going to have a conversation with us? Are they going to get featured? These questions should be answered.
You want to build relationships because that’s what it’s all about and getting people to stick with us longer. So, make sure that you are inviting people to join in that live stream and feature them with your clients and team. Or, give your team access to go live. You can mention them in the blog and referencing them.
Dorian Morin: How can you go to do that? So, for instance, at Designhill, you have a guest and they say something awesome. Create quotes from other people and send that content to your guests saying that you said something amazing. Here’s a quote, we’d love for you to share. So make them theirs on social media.
Know that sharing, tagging, and liking people’s content is free. Make them feel amazing, hot, and lift others that will lift you. So, when you have those guests, give them those images, the graphics, the links. Then ask them to put it on their website. That is going to expand your reach and give you access to a new audience, their audience.
So, if you have one guest, think about two or three guests. And you don’t do it for that purpose. But that’s part of that. After giving them stuff like content from that piece of content that you created together, give them those video clips. That will help you reach a wider audience.
Kate Paine: Remember that when you do a live video, most of the people who see it are going to see it on the replay. You’re going to get a lot of live viewers but they’re going to see also on the replay. And so when you’re in your live video, it’s inclusive to say something like feel free to pop in questions in the comments. Or, put your questions in the sidebar and tag us and we’ll come back to them.
So four days later, I could answer somebody’s question, even if they didn’t see the original light live. So I would speak to that first from the standpoint of remembering that your viewers are on the replay. So as far as shelf life, though, I think I’ll leave it at that and let some other people join in on that.
Grace Duffy: Well, it goes back to why you’re going to live? So, at our tech company, we do a live demo and product Q&A. And so a lot of people don’t know necessarily about all the bells and whistles. Therefore, every Wednesday, our marketing team and our support team go live to answer our audience’s questions. And that’s been a good way to promote our product to reach out to our audience. They come to know exactly what questions they are having about live streaming. What are the stumbling blocks?
That information goes to a product development team, which then says this is how we need to improve it. This is what people aren’t understanding. Then, we use it as a marketing tool to reach our customers and to talk to them individually. So because it’s so customer-focused and service-focused, it tends to be a very popular show on our channel. It is there to serve, and it’s not there to necessarily promote.
Jessika Phillips: It is also about how you are going to measure success. What are your wins? Are you using it to build community? Are you using it for customer service? Can you reduce churn? Are you using it to get more people through your buyers’ journey quicker? Are you using it to build team engagement? What are you using it for? For what purpose? Are you creating it, and then set up to measure the success of it from there? But then it’s not always the people that are going live that are going to watch it. Those are audience members that potentially are going to watch it later on and watch that replay.
So, know what kind of engagement it is if you’re getting more people that are coming back because you’re building that consistency. And that goes to the question of how do you grow that engagement and consistency. I am going to go live, so everybody can see me, but use it to serve others and be human and make that connection. Because, if you’re just creating a video to be promotional, do a professional video and upload it on YouTube or make it a commercial, that’s not what its live video is about. So, show up in that way.
And then you’ll know by the engagement more people are coming back and staying with your video and continuing to share it out. That’s how it’s being successful.
Also, when you’re repurposing it, many people are finding it and coming back to you again, and again. You will notice when the conversations start happening, you’re building that community, and you find more advocates, I like to say it turns your followers into fans, clients, and your biggest advocates, community, and collaborators, and your team into evangelists. That’s when you’re making this shift and your content, and how you’re showing up is serving and sticking and resonating with people.
Viveka Von Rosen: If you’ve got LinkedIn live, create an event. You can promote that event and share that event with everyone. The other thing we do is once we created the event on LinkedIn, we put it in our newsletter and share it socially. Then that LinkedIn lived when it first launched was a nightmare. I mean, first, it was like everyone who follows you gets to see it, and then no one gets to see it.
Then you get to see it, but you can’t find it. LinkedIn has changed that. It pulls the life on top of your head basically on your homepage now, which is super cool. I can’t believe no other social channels are doing that. That is freakin awesome. Of course, you can create an event now which you can promote.
So, if you’re using LinkedIn live to create an event, you can still use restream and stream out to everywhere else. It is just that restream will stream out to the event instead of your company page. That makes it much easier to promote and make it more visible. It is just a great utilization of it.
Kate Paine: I do a show twice a month. It’s called Coffee with Kate. And I have somebody in my industry as a guest. I create the event a week in advance. Then I put it out on all my social media, I emails, and then I ask the guests to share it. I provide them with all the information. That makes it easy for them.
The fact that LinkedIn now shows the LinkedIn live in your banner is fabulous. Here is why. If you do something on Facebook, they’ll give you a link. You can put that out and say click on this link. When it’s time for the show to start on LinkedIn, people had to tune in and go to your profile to see if there was a notification. It was hard to give people a way to get to the show. So, now that it shows up in your banner, you can say to people just go to my profile, look in the banner, and click on it. Then it’ll automatically go live.
Dorian Morin: I am a blogger. This is the advice I got 10 years ago when I got started. Create a data database of every single question that comes to your company and brand identity. The questions can come asked by phone, in person, and at a conference. Then, you can kind of line them up.
So, if they’re about your brand. They are about your product or product services, your location if you have a brick and mortar. Then, you answer one question that is a blog post and a live stream, and you start answering questions. It is a book by Marcus Sheridan. It’s a philosophy that I’ve used for 10 years of blogging.
If you have a Facebook community, every question asked into the community can become a video and a blog post. So, think about what people ask you in person. What they teach your staff, your contractors, whoever you work with your team. Create one database where they can put those questions in. That is the best way to start.
If you want to start a live show about a certain topic, think about your tagline, offering, and unique selling point. Then use that to launch a weekly show. But if your live show is just creating content and expanding your audience, start with answering questions that people have already asked you.
Jessika Phillips: I would say start with where you are with what you have. Now, of course, you want to make it look good, and you will grow. I think back to my very first YouTube video that I think during what brought it up, it was like talking about how to hold your Flip Video Camera if anybody remembers that I am dating myself a little bit. I was showing people how to hold their arm before the selfie sticks and all that when you have the Flip Video Camera. That thing was amazing when it came out.
But you started with what you had and what was out there and then you can grow from there. I was all excited to get those little up lights behind me. It was like I am fancy now, but you start with what you are where you’re at. The key is making sure that you have good audio. Of course, people need to hear you, people need to see you.
So just set up with that, whether you’re using the lighting from a window, if that’s in front of you, not behind you. And you’re starting with just having a quiet space because you don’t have a mic to get started there. But technically, if you want to look at getting a mic, invest in a mic, invest in these ring lights, you’ll thank yourself. I mean, it makes us all look a lot better, with a ring light and set that up. Those two things I think are key and then also a good computer and something that’s going to be consistent.
Have Wi-Fi also, because there is nothing worse than you starting and then it looks like you’re a mime. Or, you hear people like three seconds after they’re talking. Then, get your upload, your little mix boards and they get real fancy with the buttons you can push and it launches things for you. But start with where you’re at.
Viveka Von Rosen: I delete those trolls now. For just once, I had to delete one person because this person was being very derogatory to my guests. A lot of times they don’t. People are derogatory online because they don’t understand what the guest is talking about or what you were talking about.
So, you can use that question or that comment to kind of launch, launch an answer or launch a diatribe. But, it is for real trolls like jerks, so, just block them.
Kate Paine: With LinkedIn, if you have already built a network, then people are most likely going to see your LinkedIn content, your LinkedIn live. The other thing that’s key to the event is you can invite people in your network from the event creation. When you’re creating it, you can invite people. And then if I have a speaker, I send it to my guest. And I asked them to invite people from the event for them.
You can also build conversation in the event before the live event happens. So that if people have questions, you can build some buzz there. That’s why I love LinkedIn for all these little pieces. It is where I and my clients live. When I stream, I stream to my Facebook personal because I have a solid network there. I stream on my Facebook business and then I do my LinkedIn which is my primary place.
So, while thinking of using social media live video streaming, use these tips from the experts. You can reach out to even more people by using video streaming.
But make sure that your brand’s visual identities are also impressive. When people go to your website from the video content, it should make an impact. Your logos, brochures, business cards, etc should also make an impression. So, You can outsource your logo design, etc design work to Designhill where dozens of professional designers will work on your brief.
Your business can engage a target audience more efficiently using multi-social media live video streaming. The experts suggest that you should pick the right live streaming platform where your audience is. You should share the content from live streaming with people and even with the experts later. Also, you can turn the video content into blogs, podcasts, audio, etc.