In recent years, it seems every social platform has implemented algorithms to hurt the reach of organic social posts from businesses. They are, after all, businesses too; and paid content is how they make money. But with an increased focus on video, one content type is becoming the exception – live streaming gets more organic reach than any other content type.
Why exactly does live Streaming far outperform other forms of content on social, and how can you create the best live streaming experience for your audience to take advantage of it? Keep reading.
The Facts and Figures
We recently did a live stream utilizing Facebook Live and Periscope for the hospital system, Aria - Jefferson Health. On Facebook, 30.85% of Aria’s Facebook audience was reached by the video, while most of Aria’s posts reach only about 1.09% of their audience organically. The live stream also had incredible engagement. A total of 290 likes, comments and shares were given to the live stream, while the average organic Aria post would only see about 5 interactions.
On Periscope and Twitter we saw similar numbers with the periscope live streaming post reaching 118.82% of their audience, and 12 total likes and retweets. On average, Twitter posts reach only 12.04% of Aria’s audience and receive an average of 2 likes and retweets. These numbers show how live streaming not only reaches a much wider audience, but also engages them.
Using Live Streaming to Engage with Your Audience
Live streaming is what many consider the most engaging type of content you can have. When you live stream it allows you to react to your audience’s opinions and comments in real time. When you engage with your audience directly, it really draws them into the content and your brand.
Event live streaming can allow your audience who can’t make it to the event to feel like they are a part of it even though they could not go.
Giving a tour of your facility or showing your audience a bit of the behind the scenes can make your audience feel like they are connected to the brand. Showing how the magic happens can really intrigue your audience and provides them with great content.
Live streaming can also be used for more educational topics. Having a Webinar or giving a tutorial can be a good way to educate your audience on your product or service.
Using interviews, giving announcements, and giving news are all great ways to keep your audience informed and engaged.
Shooting Professional Live Streams
The equipment you can use will depend in part on the platform(s) that you choose to work with.
Facebook Live and Periscope (the two most popular live streaming platforms for businesses) were designed for a smartphone to be used as the camera. Your options are opening up on Facebook though, with a select number of new cameras designed specifically for live streaming being recently released that will allow you to live stream on Facebook when used in conjunction with a smart phone.
Here’s a recent live stream we did with Cigars International using a live streaming camera:
For Periscope, you can pair a GoPro with your phone in order to shoot better high quality video. One drawback to this option is that using a GoPro with your phone can drain both your phone’s and your GoPro’s battery much faster.
Professional audio equipment, such as an audio mixer and microphones, can be used with your phone’s 3.5mm audio jack with a special adapter. This creates significantly better audio than the sound you will get through your phone’s speakers, and you don’t have to rely on the subject being very close to the phone either.
Looking for some help to get started with live streaming? Contact us today!
About Shawn Thomas
Shawn Thomas is a Digital Marketing Strategist at Liquid. Shawn supports the Digital Marketing team by actively searching for new marketing opportunities and platforms that might benefit Liquid and Liquid’s clients, among other responsibilities. He also works closely with Liquid’s video team both at video shoots and with video editing. Shawn graduated from Kutztown University with a degree in Electronic Media.