Livestreaming Events: How Event Marketers Can Grow ROI (Video)

Event marketers always have one question when it comes to livestreaming events: How will this affect my ticket sales?

Anyone who has produced a B2B marketing event knows the two largest challenges are getting the right people in the room and then proving the value of your event. Luckily, live video can help with both.

People attend marketing events for the networking. Sure, they want to learn, they want free mini-sandwiches, and swag bags. But they’re attending to see, be seen, and connect with your team and attendees. Your speakers are probably great, but at the end of the day, folks who intend to come will not be swayed into not attending by a livestream.

Many people DO want to attend your event, but can’t for geographic, economic, or other reasons. Livestreaming events allows you to engage the customers and prospects in the room, while expanding the reach of your message to those who cannot attend.

Growing Revenue + Lead Generation With Live Video

Livestreaming events can also help your future ticket sales. In a survey with New York Magazine, we found that 67% of people who watch a livestreamed event are more likely to buy tickets to attend the event the next time around. Additionally, audiences expect event content to be available live online: 80% said they would rather watch a livestream from a brand than read a blog or social posts. By livestreaming events, you’re recruiting future paying attendees for your event or conference.

Additionally, by “gating” your stream with a lead capture form, you can collect more information about your livestream viewers, and nurture them via email or social until your next event.

Another way to recoup funds from your live event is leveraging a pay-per-view system. Social Media Week streams their global conferences only to pay-per-view subscribers. In our survey, 43% of viewers said they’d willingly pay for live video content from their favorite speakers or performers. If your content is top notch, live video access can be another way to monetize your event. Social Media Week sees on average a 75% jump in subscriptions in the 90 days before their next live event – accessing live, and joining the conversation is what subscribers are paying for.

Stream Your Event On Social

Streaming your event with Livestream also means you can stream to your website and social channels like Facebook Live at the same time. A great strategy for events is to stream your opening keynote simultaneously on Facebook (or Twitter, or YouTube) and your website. When the session wraps, tell social viewers to head to your website to watch the rest of the event live. This drives traffic to your owned properties where you can control the brand experience around your event livestream. Also, engaging these viewers on social with your event’s hashtag is an easy way to get your event trending on Twitter.

Want to learn more about how brands like Tough Mudder and Tiffany & Co. are driving ROI and real results from their events with live video? Check out the webinar below.

Marketing Best Practices: Why Not Just Stream To Facebook Live?

While Facebook Live should be a part of your overall livestreaming strategy, it’s important to diversify your distribution channels. A few things to consider as you build your live video strategy:

Variety is the Spice of Life: Go To Facebook (But Go Everywhere Else Too)

Most brands do not post updates to only one social media network. Similarly, why only stream your video to one platform? Facebook Live is an easy-to-use tool but should be considered but one tool in your diverse streaming distribution tool box. While there are one billion people in the world on Facebook, that means there are another seven billion NOT on Facebook. With Livestream you can also use tools like Livestream Audience Booster to reach people around the web with your stream on sites like ESPN and CNN. Build a strategy that reaches your audience in a number of different locations. Using syndication tools like those built into the Livestream platform, you don’t have to pick and choose. You can push content to all platforms at once and ensure you’re not missing key segments of your audience.

Convert Facebook Viewers Into Your Audience + Customers

While Facebook has the reach, your ultimate goal should be getting people back to your website. Turn viewers into traffic by hyping or sampling content on Facebook Live while encouraging them to head back to your page. Additionally, if you are using cookie tracking or retargeting in your marketing strategy, you can only track the people watching video on your site. By driving Facebook audiences back to your site you can collect much more information about your audience. And, of course, you can turn your audience into that most important outcome that you are hoping for – customers of your business!

Control The Message

With Facebook Live, you don’t have as much control over the viewing experience. Watching your video in a fully branded portal with custom calls to action is more likely to convert. Viewers are less likely to be distracted by notifications or other things happening on the platform. In fact, based on a recent survey we conducted, viewers prefer to engage content on a branded destination for just that reason. 40% of audiences want to watch live video NOT on social media, but at a dedicated web destination.

Shifting Sands

What Facebook undeniably has, and what won’t change in the near future, is reach. Streaming to Facebook Live immediately gives you access to millions of eyeballs where they already are, which is good marketing distribution 101.

In the past two years, Facebook’s algorithm has changed 24 times – an average of one update per month. Marketers and brands never know how Facebook’s feed algorithm will shift in the future, making it an unsteady place to build a brand or content strategy on its own. As all social media platforms change based on audience interests and behavior, it’s hard to build a reliable strategy when you don’t control the platform.

Support + Quality

A stream on Facebook is not optimized for large-screen or high-quality viewership. Video quality is the most important factor for 67% of viewers when watching a livestream broadcast.

If there are any issues with your stream – or your stream is taken down for any reason – there is no one to call at any large social media platform. Many large companies stream on multiple platforms to account for any outages caused by electricity, bandwidth, or the platform. When streaming to more than one player/platform, you have a back up to direct your audience to in case of emergency. Additionally, dedicated streaming platforms like Livestream offer round the clock support for Premium and Enterprise customers. If you have issues with your stream, we’re a phone call away.


Our free guide, “Live Streaming for Social Media,” is the perfect crash course for organizations of any size. Download the guide to learn:

  • How to connect with viewers on Facebook Live and other social media platforms.
  • Why Facebook Live should be part – but not all – of your live streaming strategy.
  • How to stream to Facebook Live.
  • How to analyze the success of your live video.

DOWNLOAD THE LIVE STREAMING FOR SOCIAL MEDIA GUIDE.