All leading social media platforms have prioritized live video in 2017. Facebook, Twitter and Instagram are concentrating on giving you tools necessary to produce unique live-video experiences.


As a marketing professional for a business or brand, you can capitalize on this powerful way to communicate with your audience. Your viewers can submit questions, make live comments and engage in conversation with the person onscreen. In fact, according the graphic below, 50 percent of all big media pages publish live video.

50 percent of all big media pages publish live video

If you haven’t done so, think of ways that live video can be used to promote your business or brand to a wide audience. If you have been formulating a plan for live video on your social channels, keep these tips in mind:


Message your email list or post on Facebook to let your audience know each time you’ll go live, and when. Perhaps you’ll present a recurring live broadcast on a certain day and time. Either way, making sure that your audience knows when to tune in will boost viewer numbers and engagement. After you finish the live post, you can promote the video via Facebook ads to attract even more viewers.


Before going live, know exactly what you want to say. Winging it can often portray you as rambling and incoherent. Either a well-planned outline or a script being followed loosely could keep you on track. When speaking, avoid too many tangents. Viewers want sharp content. They’ll remember that you provided them with a concise, informative video, and they’ll be more likely to return for more.


Finalizing your live video formula and executing it is important. But once you’ve done that, keep doing it! Engage repeatedly with customers to keep them locked into your ecosystem. The more often you go live, the more engaged your audience will be.


Customers’ eyes on a live video three times more often gives you a tremendous advantage. Viewers watch what’s naturally more engaging. They can ask questions and get immediate answers.


After completing your video, look at your statistics — total minutes watched, total viewers and demographic breakdowns such as percentage of male and female viewers. Because these stats will be new, expect them to become more robust over time. Here’s an image of what to expect with analytics:


If you find, for instance, that your predominant viewers are men, that may tell you something helpful about the appeal of your content. If you see that all views are for 10 seconds or less, you should reassess ways to engage your audience. Use this data to improve your content each time you go live.

As you can see, live video is much more engaging than that no longer live or produced and edited for digital consumption. If your social media strategy includes live-video streaming, you’ll be on the cutting edge of connecting with, engaging and retaining customers.