Live streaming was often seen as a format for gamers and YouTubers, but now in 2024 it can be a great way to gain visibility and engagement for your business. With most platforms having introduced a form a live video service, now is the perfect time to implement live video into your social media strategy. Being able to engage your followers in real-time could be a huge advantage for your business.
A Network Guide
Facebook Live
With often larger audiences, you can live stream to your Page via the Facebook app on your mobile device or by using a camera and streaming software. You can even use live interactive tools such as polls, featured links and comment moderation. If you used the ‘Live With’ feature, you’ll be able to invite guests into your broadcast, which is ideal for collaboration. Click here to read Meta’s full guide for going live.
X (Twitter)
If you’re looking to get started with live broadcasting on Twitter, this guide from the platform covers everything you need to know, from the practical set-up to saving, deleting and managing comments.
Instagram Live
Connect with your followers in real-time with Instagram Live. Click here for a step-by-step guide and learn everything from starting your broadcast to inviting guests and hosting a live Q&A.
LinkedIn Live
Eligible members are able to broadcast live video on a LinkedIn profile, page or event. Eligibility relates to audience base, following Professional Community Policies and location. Click here to learn more about eligibility. Once you’ve gained access to LinkedIn Live, you can choose to go live spontaneously or schedule a Live Event in advance. LinkedIn recommends using the Invite functionality to invite your connections to attend the event in advance. To learn more about best practice for LinkedIn Live click here.
TikTok LIVE
Interact with your viewers in real-time with TikTok LIVE. Originally a short-form video hosting service, TikTok has evolved to allow creators to go LIVE for up to 60 minutes. Creators may have access to LIVE functions such as effects, multi-guest hosting, moderation and LIVE gifts. Learn more about TikTok LIVE here.
Top Tips for Going Live
Establish your setting
Just like the opening of a great story, the setting of your live video can have a huge impact. Ensure you have good lighting available for your live video without shadows and dark areas. Try to make sure your background is appropriate and not distracting. If possible avoid having people walking past in the background or in and out of the stream.
Video Length
Maximum live video lengths range from platform to platform, with Facebook allowing you to stream for up to 8 hours. It’s unlikely that you would need to stream for that long, so it’s important to think about the preferred length of your video. TikTok recommends 30 minutes for live videos, but they can be up to 60 minutes on the platform. If you’re scheduling a live video, you can inform the audience of the expected duration beforehand.
Invite Others to Join the Conversation
Most platforms with live video have a function to invite guests. This can be a great way to collaborate with other experts and include trusted audience members in the conversation. You can also invite viewers to comment, ask questions and give their opinions.
Beware of the Comments
Although, allowing viewers to comment is a great way to collaborate it can also be dangerous. Most platforms will allow viewers to comment on your live video, and while most will be good natured and engaging with your content, it’s important to beware of people with ulterior motives. It might be difficult to keep an eye on the comments all of the time while hosting your video, so if possible get someone to help you with comment moderation.
Be engaging
While it’s not going to be possible to speak constantly for 30 minutes, it’s important to not have large gaps in your video. Known on radio as ‘dead air’, this is the time when you’re most likely to lose your audience. Prepare topics you would like to discuss before you start the live video, and use your viewers’ comments to help keep the conversation flowing.
Click here to catch up on all of the latest advice from our Social Media Video Academy series.