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Keeping things new and interesting in social media is the name of the game. Luckily for businesses and their marketers, it seems that new features and channels of providing content are constantly popping up.
One of these features, still relatively in its early stages in comparison to others, is the “Live” feature. You’ve most likely heard of the “Live” feature, especially if you’re reading this, but to ensure we cover all the bases, it’s available on many platforms like Instagram, Facebook, Youtube, and Snapchat.
With countless options to choose from in your social media marketing, it can be confusing with these newer features – What is it for? What is it? How do you even use it?
Don’t worry, we’ve got you covered. Whether you’re seeking some guidance on using the “Live” feature, trying to determine if and when to use it, or simply discovering it for the first time, here are some of those basic, important questions answered:
What is the Live Feature?
Relatively new to the platforms that provide this feature, the feature allows you to broadcast “Live” to your audience, making it convenient for them to watch and stream the video straight from their device.
While you can pre-record and post content similar to this on your page, the Live feature offers a much more authentic and interactive experience for viewers. Those attending your stream can comment and interact with the video, allowing you to respond to their comments and questions in real-time.
What is the Live Feature Used For?
The Live feature is used for a number of things on social media. One of these is the well-known “Q & A” session, or “question & answer”. This is much better suited for taking and answering questions from viewers because they can do so right at that moment unlike with other “Q & A” columns or posts.
This is also used for celebrity and influencer “takeover” events. Many companies will have brand ambassadors or other public figures associated with their brand that can vouch for the quality and reliability of your company.
Letting these associates “take over” your Instagram or Facebook Live, for example, is a great way to be interactive with your viewers and give a more authentic, personal touch.
What Makes it Different From Any Other Video?
Aside from the amazing interactivity that the Live feature provides, the broadcast can be seen for only 24 hours on your account unless otherwise specified.
On one hand, this can create a sense of urgency for audiences to check your page regularly but still allow them time to view the stream even if they were unable to watch it at the time.
You can also save relevant “Live” videos to your page so that viewers can go back and see them any time they want. This is great for those previously mentioned “Q & A” sessions and will provide a sense of ease and convenience for your followers.
Who Should Use It?
Going “Live” too often or for no real reason can be a nuisance to your viewers, and therefore should be avoided. It should also be avoided for companies that don’t have any true relevance or gain with this feature.
For example, in most instances, a large company won’t need to do “Live” videos really, unless they’re seeking to make a more personal connection with viewers or strengthen relationships.
This can also be a great method for smaller, locally-owned businesses to connect with and branch out in their community. This can be a great introduction for companies trying to grow. However, doing a “Live” simply for the sake of doing it will likely bore and potentially even irritate users.
How Often Should You Use It?
The frequency in which you use this feature is completely up to you, and it also depends on a number of things like what you’re trying to accomplish, what you’re selling, who you’re selling it to, and other important aspects of your brand.
If there is an upcoming event, a sale for instance, doing a few Live streams in the days leading up to the event can be a great promotional method and reminder for the event itself. This will also draw more attention to it because users get notified when an account they follow “goes Live”.
On the other hand, if you haven’t done a Live broadcast in a while, but don’t really have a need to, then don’t! Again, you shouldn’t be annoying your followers with those “going Live” notifications. However, it may be a good idea to come up with a new marketing campaign in which you can incorporate the feature and promote things like new product releases.
Is the Live Feature Right for Your Business?
We know it can be a lot to take in.
To put it simply, the “Live” feature can supplement marketing campaigns and be a great asset to your current or upcoming strategy. However, don’t misunderstand – this is still something that should be planned and coordinated like any other social media content.
While the authenticity and connectedness “Live” video provides is great for you, there’s also potential for slip-ups if you’ve never used it before. This is especially risky considering it can’t be pre-recorded – true to its name, it is a live video stream!
That doesn’t mean you should fear or avoid this feature. It just means that properly using it and maximizing the benefits will require planning and strategy as thorough as any other aspect of your social media marketing.
If you’re a true beginner and have no clue how to work the “Live” feature, or you’re simply looking for some guidance on how to get the most out of it, we’re here to help!
Here at Perfect Imprints, you could say we’re experts at this kind of thing. Social media marketing as a whole can be daunting, especially when you take into consideration all the options you have, but this is also a great thing to use.
So is the “Live” feature for you? Has it piqued your interest? Don’t worry – if you aren’t sure, we can figure it out together. Click here for more information!
