Creating a Real-Time Brand Experience with Live Video

Courtney Steele

Did you know that 82% of people prefer live video to static social posts? It’s easy to see why you should consider incorporating it into your next marketing plan, and our guide on live video offers insight on how you can get the most out of your live video content.

Live Video is Growing Among Marketers

With the addition of live video features, social media channels have continued increasing their value and strength for brand promotion. Users can now stream directly to their followers in real time. Facebook, Instagram and Twitter are some of the social media platforms that have added a live video streaming feature, which is quickly become a popular way for celebrities, social media influencers and businesses to connect on a more human, real-time level with their consumer base. So, what benefits can live streaming offer your brand?

Providing Audiences with Easier Access to You

At Concentrek Group, we recognize the importance of video content marketing and utilizing quality content to attract viewers. With the creation of live video streaming, viewers now have an even easier way to interact with brands they may have interest in. 

As of 2018, 78% of online audiences are viewing Facebook Live video streams. The White House has utilized Facebook Live video to showcase press briefings, and radio stations such as NPR have turned to live video streaming to give viewers a behind-the-scenes look into their studio. And it makes sense why they're doing this—in a 2017 survey by Livestream and New York Magazine, 87% of people stated they would prefer to watch a video online if it meant more behind-the-scenes content. 

Instagram has grown in audience size since its creation in 2010 and as of June 2018, there were 1 billion active users. As such, utilizing Instagram Live video to promote your brand can help increase the level of exposure with target audiences. With Instagram Live video, users who go live are automatically bumped to the beginning of the Stories feature, above the users' feed for quicker access to your stream. The result? More prominence for your messaging to help improve reach and engagement. 

Live Video Offers More Engagement

The live video features offer opportunity for more engagement between businesses and audiences. When you “go live,” your followers who have opted in will receive a notification. Reading comments as you receive them allows you to encourage viewers to like and share the content. Much like any live content, having a team of people ready to respond to comments or answer questions in a timely manner is imperative to ensuring quality engagement with your audience. 

Utilizing live video allows you to explain your brand’s message, answer questions and gain feedback from your audience. Plus, you can better encourage viewers to share your content through multiple channels, reaching a much wider and more diverse audience. In fact, when viewed on mobile, 92% of people share videos with others. 

With Twitter’s live streaming application, Periscope, users can even search for live videos by location or event. This allows them to feel like they’re a part of something—even if they aren’t physically there. 

Creating Your Live Video Plan 

Video marketing continues to be one of the most effective methods to draw in users and contribute to brand promotion. Make sure you keep in the mind some of the best practices should you decide to incorporate live video into your marketing plan. The first step is establishing a plan.

Remember, while audiences enjoy seeing the more human side of a business, you still want to properly prepare and present an on-brand experience. Live video gives you a chance to be social with your audience, but you don’t want your video to convey a sales pitch.

Your live videos should give viewers an opportunity to learn more about you and your brand—it shouldn’t be just another advertisement.

Step One: Establish Your Topics

Create a short list of questions or prompts you’ll want to address during your live video. What kind of message do you want to convey? How long will your video be? What do you hope for your audience to gain? Your audience may already have some questions or comments lined up, so take the time familiarize yourself with possible topics of discussion. Ensure you have enough content to give your viewers a worthwhile streaming experience! A two minute stream may not seem worth it, especially if what you wanted to say could fit within a single social post.

Step Two: Give Your Followers Notice

If you’re planning a live video, be sure to utilize social media beforehand to let your audience know when you’re going live. This increases the chance that people will tune in from the beginning. Request questions prior to your stream to include in your video, as this may help your audience see that you are invested in their interests or concerns. 

Step Three: Consider Your Environment

When you go live, make sure that you’re in a location with reasonably low background noise so your audience can hear you. If the video quality is too poor, it may disengage people from paying attention. And, depending on your plan, you may want to recruit someone to film for you. If you’re giving a tour, for example, you don’t want to get caught up trying to film and communicate with your viewers. 

Step Four: Go Live!

As you get ready to start your live video, if you have the option, title and caption your video with language that clearly explains what your video is about, as the caption and title are what help draw people in. During your session, answer questions and give shout-outs to viewers for their support or comments in real-time. This helps show that you’re aware of your their presence and gives your audience a more personalized experience. Also, ensure that everyone participating in your live video is aware of the content you’ll be presenting on and will be comfortable on camera. If necessary, keep notes or cue cards nearby—but remember to keep it conversational and not robotic.

Step Five: Share Your Content Afterward

Even with a heads up, there are some people who may not have an opportunity to view your live video in real time. Once you’ve finished streaming, you can save the video and post it to your social channels for those who may not have been able to tune in. With Instagram, you can save a replay of your video to post to your own social accounts later. That way, your content will continue to be recycled and shared. 

As you gain experience utilizing live video, your followers may have a better understanding of your brand and your message. Live videos offer plenty of room for impromptu conversation, but you don’t want to appear unprepared or caught off guard to your audience. The key is to always establish a plan before hitting that go live button. 

Is Your Brand Ready to Go Live?

Are you interested in incorporating live video into your next marketing campaign? Concentrek Group’s experienced content creators can help you make a solid video marketing strategy so you’ll get the most out of your live video stream. Contact us today to get started!

Contact Concentrek Group

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