8 Secrets to Creating Live Video Content People Will Watch

8 Secrets to Creating Live Video Content People Will Watch

On almost every major social media platform, live video has been proven to effectively attract new audiences and increase engagement. However, creating good live video content can be a real challenge.

Your audience will respond in real time, and you need to make sure the content you’ve prepared is polished enough for a live broadcast. The content must also be engaging enough for your audience to watch.

If you’re looking to incorporate live video content into your marketing strategy, follow these tips from a group of successful entrepreneurs. Their secrets to success will help you develop content people actually want to see (while increasing your sales).

1. Tap into your customers’ imaginations.

The key to a successful live video is to spark the imagination of your customers and adapt your creative content and copy with it, says Samuel Thimothy, co-founder of OneIMS.

“Ad campaigns remain a race to fine-tune your ads to match the imagination of buyers,” explains Thimothy. “Find activities around the process of creating your products or services and show them to your audience.”

2. Build hype early.

According to John Turner, founder of SeedProd LLC, the best way to get people to sign up for your next live video presentation is to start building hype early.

“You don’t want to announce your event a few days before it goes live,” says Turner. “Instead, you want to give users a few weeks to secure their spots. I like to create event-specific landing pages and reach out to our email subscribers at least two weeks in advance.”

3. Focus on entertaining rather than selling.

Instead of trying to use live video content to sell your products and services, Nic DeAngelo, president and founder of We Buy Loans Fast, recommends a more entertaining approach.

“A music video captivates an audience through performance with artistry, vivid expression and creativity,” says DeAngelo. “Use these elements and incorporate them into your live video content. Include a sense of authenticity, wit and openness as well.”

4. Encourage audience participation.

Audience interaction is essential to a successful live stream; the best way to encourage it is to plan for it.

“Have a plan for what you want to say and how to structure it,” says Candice Georgiadis, founder of Digital Day. “Be interactive. Motivate them to ask questions and participate in the discussion. Be fun. Let them enjoy your creative edge.”

5. Add an element of excitement.

Live content doesn’t have the same luxury of craftsmanship or margin of error as pre-recorded content, explains Akshar Bonu, CEO of The Custom Movement. It needs to be authentically exciting as it is in the moment and encourage the audience to keep watching.

“If live content is part of your strategy, make sure the content being published adds an element of excitement, thrill or novelty,” says Bonu. “Otherwise, pre-recorded content might be a better fit.”

6. Understand your numbers.

Stephanie Wells, co-founder and CTO of Formidable Forms, encourages businesses to know their audience before going live. To that end, she recommends looking at the engagement stats for your previous content.

“If a video you’ve created has more views and engagement compared to others, then you did something right there,” says Wells. “Don’t reinvent the wheel – know what works and curate your content strategy accordingly.”

7. Be relatable and approachable.

The secret to exciting live video is relatability, says Jared Weitz, CEO of United Capital Source Inc.

“You want to show your customers who you are and let them know you’re welcoming,” advises Weitz. “People want to do business with people they trust. If you’re trustworthy, video will increase your sales and marketing reach because it’s great for building business awareness and the trust factor.”

8. Switch up the camera angles.

As Mary Harcourt, founder of CosmoGlo puts it, a consistent camera angle gives the illusion that the presentation is boring. She encourages companies to draw inspiration from cinema films.

“They switch frames every one to three seconds to keep you immersed for the duration of the film,” says Harcourt. “Film your live video from multiple angles to keep the consumer engaged.”

The opinions expressed here by Inc.com columnists are their own, not Inc.com’s.

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