How to Attract and Engage Your Live Audience on Social Media
You have prepped for your live event. Your production team is all set. Your live audience is ready. It’s showtime. But wait – have you forgotten about your use of social media for livestreaming events?
Every live event provides a huge opportunity to increase your brand’s awareness and engage your target audience to drive indisputable business results. If you truly want to succeed at building – and growing – a loyal community, you cannot afford to ignore social media for livestreaming events. Here are some best practices for promoting your live event across your social channels.
Before your event goes live:
Count down to the event: Promote your livestreaming event on social media in advance. If you’re on Facebook, share details of your event on your page about a month before the event (e.g. August 21, 1 PM ET). Continue to post reminders as the event approaches – starting with one week from the event, three days, a day, and finally, the morning of the event. Don’t overdo your reminders. Stagger your posts. If you’re on Twitter, posting about your event one week prior to the event will suffice, given the platform’s short news cycle and constantly changing trending topics. After your initial post, it’s crucially important to post the day of your event, driving meaningful, real-time traffic to your livestream. Make sure the content is visually compelling. Social media posts with videos and images achieve 40% more engagement.
When your event goes live:
Create a trend-worthy and intuitive hashtag: Almost every livestreaming event today – from sporting events to conferences – will have a hashtag attached to it. Your audience is ready to tell the story and spread the word nationally, even globally. Your hashtag should reflect your brand and event. By adding a hashtag to your promotion, you’re not only creating buzz around the event and unifying your audience, but also making it easier for your audience to interact with your event/brand, further amplifying the conversation.
Customize your Bitlinks: Custom Bitlinks help you form a relationship with your target audience. Create a memorable and catchy Bitly, such as what Livestream’s Content and Social Media Manager Carly Walsh did during a livestream of Misty Copeland, the first African American female principal dancer with the American Ballet Theatre. You can also drive your audience to your brand’s website by sharing a link along with your live video, which was how we promoted Carolina Herrera’s live show on Twitter. The fashion brand gained 60,000 new social followers and 51.2 million impressions after its 2016 New York Fashion Week livestream.
Simulcast to multiple social media platforms: In a perfect world, your target audience will be coming to your website to watch your live event. However that does not guarantee reach. Simulcasting meets your target audience wherever they are. At Livestream, we have seen viewership of Livestream Learn webinar double since simulcasting to Facebook Live. If you’re a Premium or Enterprise customer, you’ll be able to simulcast to your audiences on RTMP-enabled streaming platforms such as YouTube Live, Periscope and Twitch. And yes, you may stream to Facebook Live through the Livestream platform but unfortunately because of Facebook’s terms of service, you will not be able to simultaneously livestream to other social media platforms.
Engage with your audience and be interactive: Brands need to go beyond merely livestreaming their event. Acknowledge your audience, listen and engage with them to create personalized interactions on social media during your livestream. Take live questions, conduct a poll – this is a unique opportunity to engage in a two-way conversation with a captive audience and use the feedback to inform your event promotion strategy. Another great way to engage your audience – and humanize your brand – is to take your viewers behind the scenes at your event through Instagram Stories and Snapchat.
After your event:
Keep the conversation going: Sharing a past live event on social media provides longevity and allows conversations about your brand to continue even after the livestream event. An effective way of doing that is to search and retweet what your audience shared during your event.
Offer quality content: Continue to engage the audience with content from your brand and redirect them to your brand’s site. Anyone who has engaged with you recently on social media is more likely to be receptive to offerings that you promote. Share materials such as your latest trending blog, ebooks or your next brand event!
You can learn more about engaging with your live audience on social media from our full webinar. Watch the video below to learn:
- Best practices for promoting live events across social media channels such as Facebook and Twitter
- The benefits of simulcasting to social media
- How to engage your audience on social and live chat