Since early March when the tangible effects of COVID-19 began to be felt across the world, I feel like every time I turn around, I’m getting a notification that a brand I follow is “going live.” It’s been a creative way to create the experiences audiences are seeking, by allowing them to stream from the comfort and safety of their own home.
Going live on Instagram is one of the best ways to create an authentic experience on the platform. Traditional feed posts or IGTV videos are usually staged for the most visually appealing experience above all else. When going live, you can choose where you go live, along with a few other operational details, but most of the fun is that it genuinely happens live. This is allowing brands to build more genuine connections with their audience, answer viewers’ most-asked questions, and receive feedback from them in real-time.
Here are our top tips on how to have your most successful Instagram Live event:
Plan, plan, plan
Any detail that you can handle in advance should be planned out ahead of time. Things you should make sure you have sorted out include where you will go live (your business HQ, your home, a fun location, etc.) the date & time of the live event, who will be hosting your live event, what you will be showcasing, and how you will get the word out ahead of time that this virtual event is happening.
Going live has no do-overs or take-backs, so being as prepared as humanly possible is essential. Consider preparing questions you hope the viewers will ask, but if they don’t, create the opportunity for your host to speak to them.
Engage your viewers
Going live on Instagram is a great way to reach your current followers, but also reach new followers. With different audiences tuning in, it is important to know how you will engage them. Will someone from your team be moderating the comments section and encouraging others to chime in? Will the host ask questions directly to the audience? A non-engaged audience member is less likely to stay watching the live event for its entire duration.
Know your end goal
Instagram live broadcasts are known for building brand awareness, driving engagement, reaching new audiences, and even selling products. Each goal will have a different strategy attached, but defining the goal ahead of time is crucial for success and will determine the action items your business needs to take to achieve them.
By the end of 2020, live streaming is expected to account for 82 percent of all internet traffic.
Do you need to start utilizing live streaming capabilities on social media, but aren’t sure how to get started?
CLICK HERE to schedule a complimentary 30-minute digital marketing audit.
