Live Streaming Feature as a Social Media Marketing Strategy
Sabtu, 09 Juli 2022
Live Streaming Feature as a Social Media Marketing Strategy
Starting from Snapchat which is a video-based social media that will disappear after 24 hours, in recent years many social media also use video features that will only last for 24 hours. After the 24-hour video feature appeared, Instagram began to develop a live feature, where users who are doing live videos can interact directly with their followers. This live feature can also take an hour, even for some verified users it can take more than an hour. When Covid-19 hit in mid-2020 which forced Indonesians to stay at home if there was no very important need, live videos on Instagram and Facebook also increased sharply. It is said that 19.00-21.00 WIB is prime time for Instagram and Facebook users to do live videos. Live videos are widely used to promote products, give workshops or various tips with speakers, and social media users who are your audience can interact with broadcasters and can also read comments or questions from the audience. So it can be said, that social media live streaming or social media refers to online video streaming on social media that is recorded and broadcast in real-time. Live streaming can also be an effective part of social media marketing to attract customers.
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As reported by the Harvard Business Review article entitled “Facebook Live Is the Company's Newest Strategic Weapon” which said that even before Facebook launched the live stream feature, previously there were many video-based applications such as Youtube, Vine, Skype or FaceTime, but live streams have The advantage is that each user can perform live streams that his followers can watch. For example, if you idolize a singer, and you are a follower on his social media. You will definitely be very happy if you can watch his live stream, because you can see what he is doing right now, even if you can leave a comment for him and be read by your idol singer, there must be a feeling of enthusiasm and happiness for you, right? ? That is one of the advantages of the live stream feature on social media platforms.
How to Live Streaming on Social Media
Before doing a live stream, there are several things that can be done to produce a live stream that is solid and has clear delivery. This preparation is also used to provide a clear structure in the content of the live stream. Some of the things that can be done include:
1. Define the theme and content
One of the most important steps you need to take to launch your live streaming channel through social media is to have the type of content you want to share with your audience, and choose a theme. Giving your audience something unique and different from your competitors can make you stand out from your competitors. The specific type of content and theme you choose will depend on your type of business. For example, if you are a cosmetic seller, then you can do a live stream by sharing makeup tips, and of course using the products you sell. When you are doing a dress up tutorial, you can also add the advantages of the product you are selling. For example, “If your skin tends to be brown, then you can use lip-tint color A”, “For foundation, it depends on your needs. You can use Foundation X for daily activities because it is softer, while for going to a wedding, or formal event, you can use Foundation Y because it covers your pores more optimally, but is still light on the face.”
2. Determine the platform
After determining the type of content you will use to live stream to your audience and choosing your friends, it is now time to choose the social media platform that will be used to live stream. While it's possible to use multiple social media platforms, it's best if you choose only one platform when you're going to live stream for the first time. When you have really mastered the social media platform, then you can develop live streams to other social media platforms. Each of the social media will have its pros and cons, do some research and choose which social media platform is best for your business.
3. Do the planning
Before you hit the “stream” or “record” button, it's important that you do some planning. Because once you hit the “stream” or “record” button, you will start to perform and present, so you have to know what you are going to do or say during the live stream. Therefore, you should take the time to come up with a proper plan. Make sure that your plan fits the theme you have decided to do, as well as for the content that you will be sharing on the live stream. Try to make each video unique and interesting, but also pay attention and follow the basic guidelines that you have to do one by one. You also need to decide what you do while the live stream is in progress, and consider the best time to live stream. Don't forget the time difference between you and your audience, for example you can say "We will be doing a live stream on February 2, at 19:00 WIB".
4. Create your first Live video
When you get to this stage, it means that you know what social media platforms you will be using, what content you will be sharing, and you have a plan-of-action that will help you create the perfect live stream. Therefore, the next step is to register on your chosen social media platform and create your first live stream. It's important to follow the plan you've created and your content, but don't be afraid to live stream off-script occasionally if you're good at talking without specific directions. If you connect with your audience on a more personal level, then the results you achieve using live streams can be even more improved. There are several social media platforms that are widely used to do social media marketing, including:
Once you live stream, you can see the name and number of your audience and comments in real-time. When the live stream is finished, post the live stream saved on your profile or page. In doing a live stream using Facebook, there are two accounts that can be used for business pages and personal profiles. For live streams using the business page, namely:
- Select post
- Choose go live
- Write a short description on your video
- Press the blue start live video button to start the live stream
To live stream using a personal Facebook profile, namely:
- In the “newsfeed” section and press live
- Adjust to the audience in the “to” section, and add a description.
- Press the blue start live video button to start the live stream
On Instagram live streams, you can live stream with other people, giving your audience a chance to ask questions or use filters. When your session ends, you can share your live stream on your Story. The stages of doing a live stream on Instagram include:
- Select the camera on the top left of your phone
- Swipe right to access Instagram Live screen
- Select the go live button to start the live stream
In doing a live stream through these two social media, namely Facebook and Instagram, you can live stream simultaneously. Although the two social media platforms don't actually have an official way to live stream at the same time, there are applications from third parties that can help, for example StreamYard and OneStream, some of the applications that make it easy for several social media platforms to live stream simultaneously at one time. But it should be noted, this is an unofficial application from each social media platform.
Currently in addition to "Tweet", Twitter already has a story feature and also a live stream. After you live stream, you can share your full live stream in your Tweets, and you can start retweeting to share the live stream you've done. The stages of doing a live stream on Twitter include:
- Press the camera button
- Press live
- Press go live
Every live stream that is less than 12 hours will be automatically posted on your Youtube channel. There are several ways that you can use to live stream, namely via webcam, cellphone (Apple and Android) which are somewhat different stages. To do a live stream from a webcam, the steps include:
- Press the video camera button on the top right side
- Choose go live
- Choose a webcam
- Add title and description, and set desired privacy settings
- Click save
- Click go live
For Apple phone users, the steps include:
- Press video camera button
- Choose go live
- Add title and specify privacy settings
- Click next
- Click go live
For Android phone users, the steps include:
- Press video camera button
- Choose go live
- Press the camera button to record with your camera, or press the phone button to stream your screen.
- Add title and specify privacy settings
- Click next
- Click go live
5. Analyze the results
After you've done your first live stream, it's time to go back and take a good look at the results you can get through your efforts. Every social media platform has a unique reporting system, so it's even more important to do some research on how each social media platform works. Create an overview of the report and see how much of your audience watched your live stream, how many left comments, liked your live stream or might not like your content. For the next live stream, you should go back to the planning stage and consider the results you get on social media platforms to ensure that you can continuously improve your live stream, thereby increasing its effectiveness.
Social media is currently still very widely used and is an alternative form of marketing for your business, because the live streaming feature can be an effective part of social media marketing to attract customers if carried out with careful planning. So, have you done a live stream to market your product?