Live streaming is more than a fun way to engage with your brand followers — it can drive real social media marketing results.

In fact, according to a recent survey, 80% of audiences would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.

Additionally, live video receives three times more social media engagement than pre-recorded videos, which means there’s no better way to create an authentic, human connection with your followers.

1. Promote Your Live Stream in Advance

Similar to an in-person event, you want to give your audience plenty of notice about your live stream. Use your social media accounts, email marketing (including, e.g., the use of an email warmup service), and your website to promote your live stream in advance.

This is also a good time to identify and build hype around your topic. If you have any guest speakers or special guests, be sure to introduce them to your audience ahead of time. This will help you build anticipation and boost your live stream attendance.

2. Perform a Tech Check Before You Go Live

Before you go live, it’s important to make sure that you have all the equipment and technology you need. This includes testing your internet connection, checking your audio levels, and making sure that your camera is set up properly.

You should also make sure that you have a backup plan in place in case anything goes wrong. For example, if your internet connection drops, you should have a backup connection ready to go. If your camera stops working, you should have a spare camera ready to use.

By performing a tech check before you go live, you can avoid any potential issues and make sure that your live stream goes off without a hitch.

3. Create a Compelling Title for Your Live Stream

Just like a blog post, your live stream should have a compelling title that clearly explains what the live stream will be about. This will help people decide whether or not they want to tune in.

Your title should be descriptive, but also engaging. If it’s too long, it will get cut off on the video player, so it’s best to keep it under 100 characters.

If your live stream is part of a series, you can use the same title and just add the episode number or date.

4. Make Sure You Have a Fast and Reliable Internet Connection

If you’re streaming from your smartphone, make sure you have a strong Wi-Fi connection. If you’re streaming from a computer, you can use an ethernet cable to connect directly to the internet, which is usually faster and more reliable than Wi-Fi.

If you’re streaming from a location where you don’t have access to a fast and reliable internet connection, you can use a mobile hotspot to connect to the internet. Just be aware that streaming video uses a lot of data, so you’ll want to make sure you have a data plan that can handle it.

5. Engage Your Audience in Real Time

One of the biggest benefits of live video is that it allows you to engage with your audience in real time. Make sure to take advantage of this by encouraging your viewers to comment and ask questions throughout your live stream.

You can also use the comments and questions from your audience as a jumping-off point for your live video. For example, if you’re doing a Q&A live stream, you can start by answering some of the questions that were submitted ahead of time, and then take questions from your live audience as well.

If you’re doing a live interview, you can ask your audience to submit questions for your guest, and then take additional questions from your live viewers as well.

For more specific times, check out the best time to post on TikTok to ensure you’re streaming during peak hours.

Pro Tip: If you’re worried about getting negative comments or questions from your audience, you can use the comment moderation feature on Facebook Live to filter out any comments that contain specific words or phrases. You can also appoint a moderator to keep an eye on the comments and remove any that are inappropriate.

6. Use a Dedicated Live Video Hosting Platform

While you can stream live video on social media channels like Facebook, Instagram, and Twitter, you can also use a dedicated live video hosting platform.

Live video hosting platforms offer many of the same features as social media platforms, like chat, comments, and reactions, but they also offer additional features like custom branding, analytics, and monetization.

Some popular live video hosting platforms include YouTube, Twitch, and Vimeo. You can also use a dedicated live video hosting platform like Dacast with a dedicated live streaming solution for businesses.

With so many live video hosting platforms available, it can be difficult to choose the right one for your business. When evaluating live video hosting platforms, consider the following factors:

• Your budget: Some live video hosting platforms are free, while others require a monthly subscription or pay-per-view fees.

• Your audience: Consider where your audience is most likely to watch your live video content. If your audience is active on social media, you may want to use a live video hosting platform that integrates with social media channels.

• Your goals: Consider what you want to achieve with your live video content. If you want to build brand awareness, you may want to use a live video hosting platform that offers custom branding features. If you want to generate leads, you may want to use a live video hosting platform that offers lead capture features.

7. Make Your Live Stream Interactive

The biggest difference between live streaming and pre-recorded video content is that live streaming is, well, live. That means your audience can interact with you in real time.

Make sure to take advantage of the interactive nature of your live stream by responding to comments and questions as they come in. This will help you build a more personal connection with your audience and make them feel like they’re a part of the conversation.

You can also use live polls, quizzes, and other interactive features to engage your audience and keep them entertained. The more interactive your live stream is, the more likely your audience is to stick around and watch the entire thing.

8. Test Your Audio and Video Quality

Before you go live, it’s crucial to test your audio and video quality. Poor quality audio and video can be distracting and make it difficult for your audience to follow along.

To test your audio quality, make sure your microphone is working and that you’re in a quiet room. If you’re using a lapel or lavalier microphone, clip it to your shirt and make sure it’s not brushing against anything.

To test your video quality, make sure you’re in a well-lit area and that your camera lens is clean. Then, check your camera’s settings to make sure your video is clear and not blurry.

If you’re using a webcam, you can adjust the settings in your live streaming platform. If you’re using a smartphone, you can adjust the settings in your camera app. If you’re using a DSLR or mirrorless camera, you can adjust the settings on the camera itself or in the camera’s app.

9. Choose the Right Time to Go Live

The beauty of live streaming is that you can do it whenever you want. But, if you’re streaming to an audience, it’s important to consider the best time to go live.

To do this, think about who your audience is and when they’re most likely to be online. You can also look at your past live streams and see if there’s a pattern in the times that get the most engagement.

If you’re streaming a one-time event, like a product launch or a Q&A session, you may want to choose a time that’s convenient for as many people as possible.

But if you’re doing regular live streams, like a weekly show or a daily behind-the-scenes look at your business, you can choose a time that works best for you and your team.

10. Prepare a Script or an Outline

It doesn’t matter if you’re doing an Instagram Live, a Facebook Live, or a YouTube Live — you should have a general outline of your talking points.

This will help you stay on track and ensure that you’re delivering valuable information to your audience. It will also help you avoid any awkward silences that can happen when you’re trying to think of what to say next.

That being said, you don’t want to over-prepare and come across as too scripted. Live streams are supposed to feel more casual and off-the-cuff, so don’t be afraid to let your personality shine through.

11. Use the Right Equipment

If you’re going to invest time into a live stream, you’ll want to make sure you’re using the right equipment to produce a high-quality live video. Here are a few must-haves:

• Camera: You can use a smartphone or a webcam, but you can also use a DSLR or mirrorless camera with a video capture card.

• Microphone: Invest in a high-quality microphone to ensure that your audio is clear.

• Lighting: Good lighting can make a big difference in the quality of your video. Use natural light or invest in some softbox lights.

• Tripod: Keep your camera steady with a tripod.

• Encoder: An encoder is a device or software that converts your video into a digital format that can be streamed online. If you’re using a smartphone to stream, you don’t need an encoder, but you may need one if you’re using a camera.

• Streaming platform: Choose a streaming platform that fits your needs. There are many different platforms available, so do your research and find the one that’s best for you.

By using the right equipment, you can produce a professional-looking live stream that will keep your audience engaged.

12. Repurpose Your Live Stream

After your live stream is over, it doesn’t have to be the end of the line for your video content.

You can repurpose your live stream in a number of ways. For example, you can  repurpose the video  into a blog post, upload it to YouTube, or you can take clips from the live stream and share them on social media.

Pro Tip: Be sure to save your live stream to your device so you can repurpose it later.

13. Create a Compelling Thumbnail for Your Replay

When your live stream is over, you can choose to save it to your profile as a replay. This is a great way to continue to drive traffic to your live stream even after it’s over.

However, it’s important to note that when you save a live stream as a replay, the thumbnail will automatically be the first frame of the video. This means that if you’re not careful, you could end up with a thumbnail that doesn’t accurately represent your content.

To avoid this, create a custom thumbnail for your replay. This will give you the opportunity to showcase the best parts of your live stream and entice people to watch.

14. Optimize Your Video Description

Just like you would with a blog post, you should optimize your video description for search.

Start by writing a description that’s at least 250 words. This will help you rank in search engines and give your audience a better idea of what your video is about.

Next, include a few relevant keywords in your description. You can use a tool like Ahrefs or SEMrush to find keywords with high search volume and low competition.

Finally, include a call-to-action at the end of your description. This is a great way to get your audience to take the next step after watching your video.

15. Share Your Live Stream on Social Media

Last but not least, be sure to share your live stream on social media to increase your reach and get more people to tune in.

You can share the link to your live stream on Facebook, Twitter, LinkedIn, and any other social media platforms where your audience is active.

You can also create a post about your live stream and share it on your social media profiles to get more people to tune in.

Conclusion

Live streaming is a powerful way to engage audiences and reach them where they are. By following these best practices, you’ll be able to create a live stream that’s professional, engaging, and effective.