How to Use Live Video for Your Event Marketing Strategy
If a picture is worth a thousand words, then a video is worth at least a million.
There’s no denying the immense benefit of utilizing video at an event. Greater audience engagement, strong entertainment value, premier idea sharing, and the list goes on and on.
Make that video at your event live, and you’ve just increased those benefits tenfold.
Live video better connects your audience to the focus of the event, cultivates a feeling that makes them feel part of the excitement, and harvests engagement in ways that scripted video never could.
Implementing live video into your event marketing strategy is game-changing and is the key to an overall successful event in this day and age.
How to use live video at your event
Unlike many of the other elements of your event that require hiring professional help, live streaming is surprisingly simple and can be successfully accomplished by anyone who knows how to use a camera (and the internet.)
Although straightforward, there are a few things you’ll want to be aware of before you hit the record button to ensure a successful streaming session.
Let’s first go over the equipment you will need to produce a live video.
Streaming software
This is where you will broadcast your live video and how your audience will watch it. There are many live stream software options on the market to choose from that will allow you to go live at your event, and many of them are free of charge.
YouTube Live and Facebook Live are two of the most popular live stream services used in the event industry and you will also find them to be very user-friendly.
TIP: Curious about how to go live on Facebook? Check out everything you need to know here!
It’s important to note that you can make money from streaming your live event from advertisements and pay-per-views. If you’re interested in earning revenue, make sure you are using a provider that allows you to monetize your content. Platforms like UStream and Livestream allow these options.
Recording equipment
The next most essential element of creating live video is a camera of course! There are a plethora of cameras on the market that fit practically every budget, requirement, and need. Be sure to do thorough research on your options. The last thing you would want is to end up with a camera of poor quality or not the proper model for your specific use.
Investing in a premium camera, one with high resolution and advanced settings for your needs, will pay off immensely at the end of the day when your viewership starts climbing due to your impeccable video quality.
You may also find yourself interested in hiring a professional videographer. This option makes the most sense for teams who are not familiar with videography, do not have the proper bandwidth, or are just looking for the expertise to manage multiple cameras.
Microphone
Audio quality is just as important as your video quality, some would even argue that is actually more important. Without audio, your remote viewers are likely to leave your live stream if they cannot comprehend what’s going on at your event.
There are a handful of options to use when deciding which microphones to use. For example, condenser microphones are great for a table set-up and lapel microphones work great for event presenters that will be moving around.
Audio Mixer
An audio mixer is essential for events that are also using multiple cameras and presenters. The mixer will allow you to cut in and out of specific microphones when necessary, and it will also allow you to control the sound levels to ensure optimal clarity.
Analytics
Last but certainly not least, the analytics of your event are crucial for reporting ROI and improving your event strategy for next time.
Tracking view count, the locations of where your event is being streamed, engagement, consumption levels, and more are all important elements that you will want to be tracked and analyzed.
The major benefits of going live
According to Livestream, 67% of viewers are more likely to buy a ticket to your event after watching a live video of your event or a similar event. If that isn’t reason enough to live stream your next event, I don’t know what is.
The fact of the matter is that there are a whole slew of benefits of producing live videos to improve your event marketing strategy. One of the main benefits is that you are able to increase the reach of your event beyond the actual day and audience in attendance.
The current age is digital; there is no escaping it. By opening up your event to those who cannot attend in person you are able to transform into a global experience that engages demographics that you would not have previously been able to capture.
Your live video will not only reach those who were not able to attend, but you will also be able to reach those who had no clue of your event in the first place but found the live stream through your social presence. This is why it’s crucial that you’re actively promoting your live link throughout the duration of the event with a unique hashtag.
Lastly, there is no editing with live video. Your video is up and ready for consumption the second it takes place. This is great for immediate content which allows your social and creative teams time to produce something more tailored for later.
It is also a great idea to upload your live video straight to YouTube. This is a fantastic (and free) way for your event to be viewed over and over with an additional comment section for even more engagement. Make sure your live video is converted into the proper YouTube video size to ensure viewability.
Top tips for a successful live video stream
Now that you understand the steps on how to produce a live video and the benefits of doing so, let’s go over some tactics to make your live stream one to remember!
1. Live countdown
Embedding a live countdown on your company’s website, social channels, and of course, the live stream site where your video will be broadcasted is a fun and engaging way to get your audience hyped up and excited for your event. This can be in the form of a real-time clock countdown or periodic updates leading up to your event on social or as an announcement on your homepage.
2. Blast your event on social
Remember what we discussed previously? One of the main benefits of broadcasting a live video of your event is to reach a new audience. The best way for that new audience to find out about your event, and in turn watch your event, is through social media promotion. Use a branded hashtag to gain traction on social. The more people who post about your event using your hashtag the better chance you have to trend. If you want a greater digital viewership, you’ll have to meet them where they are.
3. Simulcast your event
Simulcast is when you broadcast your live video on two or more channels, which is something you definitely want to do to ensure you have the maximum viewership possible. Get your live stream on various platforms to guarantee you are meeting your audience where they are most likely to watch. In addition to your website, think about other free and popular live stream software discussed earlier, as well as your social media channels.
4. Engage with your remote audience
With live video comes the ability for likes, comments, and shares. To ensure you are getting the most out of your live stream, you should have someone on your team in charge of engaging your remote viewers. This can be in the form of responding to comments and sharing social posts in real-time, creating a Q&A section that pulls questions from your viewers, or by performing polls related to the current presentation.
Go live!
Event marketing is one of the best business strategies to utilize because of the connection your company is able to make with its prospects and customers. Nothing beats an in-person experience, and the more engaging you can make that experience better. Planning and executing a special event takes a lot of hard work, and implementing live video into your strategy is the best way to ensure your efforts last long after the night has ended. Live video streaming is the best way to optimize your reach, produce immediate content, and connect with a demographic that you never would have been able to connect with before. Above all else, your customers expect it. The digital age won’t slow down, so implement live video to make sure your company keeps up.
Related Resources:
[Blog] How to Maximize Event Success with Video Marketing
*This post has been written by guest blogger, Hannah Tow, Content Marketer at G2. G2 is the leading website for online business software and service reviews, where EventMobi ranks as a High Performer on the Summer 2018 Mobile Event Apps Report.