We've all experienced a live video experience from a brand or influencer that we love. It's become a staple to our content viewing habits in the past couple of years.
In 2016, live video was already a $30 billion industry on the rise. In fact, MarketsandMarkets forecasts it will double in growth by 2021 to become a more than $70 billion industry. Live video gives viewers unique access to the things they're interested in, in real time. With content fatigue taking a toll on engagement live video is a refreshing channel for marketers to explore.
As the industry grows, there are also more opportunities available for live streaming at events. Here are some tips for using live streaming to engage with your event's attendees and spark engagement:
1. Run flash sales
If you're running an event with exhibitors, you might arrange flash sales with them to promote through your event app. This encourages attendees to explore exhibitor offers, and visit booths they may not have yet.
Run a promoted post featuring a link to your live stream in your event app that shows off a discounted product for a set amount of time. During the live streaming allow exhibitors to talk about their product, or take live question and answers from their demonstration audience. Once the live stream finishes, the sale does too.
2. Stream keynote speakers
According to internet broadcaster Digitell, 30% of people who watch a live stream of an event will attend the event the following year. For those who want to raise awareness of your event, this is a great tactic for reaching new audiences.
Streaming a talk will not only give people insight into what they can expect from your event but it's a good chance to promote your speakers too. Again, run a promoted post in your event app that includes a link to the keynote live stream, this way anyone still in-route or not able to attend doesn't need to miss out on important topics.
3. Feature product launches and news
Launching a new product or service line at your event? If you have company news to share then a live video could be a great way to spread the word at your event. Like with streaming your keynote, this ensures that your attendees don't miss important updates at your event so you should always pair it with a promoted post in your app.
4. Stream demonstrations
Another great way to get attendees involved is to stream live demonstrations.
You have a number of options with regards to how you can stream your demo. No need for fancy video equipment, you can do this with a mobile phone on a tripod. Consider a tripod with wheels or a handheld phone stabilizer so you can get up close to the action.
Context is important with any live demonstration. Every live stream should start with an introduction of the product and the problem it solves. This will hook the viewers and keep them watching or heading over to the booth featured.
There should also be a call-to-action. What do you want people to do after watching your live stream? Do you want them to visit the exhibitor, go to a website, or comment on the video? The more clear you are about this, the better your live videos will convert into desired outcomes.
5. Go behind the scenes
A Livestream survey showed that behind the scenes videos are a draw for 87% of audiences. Giving people an insight into your event can generate interest before the doors open but it can also help you further to engage with attendees.
You might live stream an interview with one of your keynote speakers to cover questions that may not have been answered during the talk, or you could give people a behind-the-scenes look at how your event production was assembled. This can encourage attendees to get more involved with an event, ask questions and share on social media.
Marketing your live stream
According to a report from Ooyala, live video keeps people watching ten times longer than recorded videos so you should capitalize on this demand. Here's how to best promote live streaming through your event technology:
- Run sponsored content in your event app's activity feed to feature links to live video
- Use push notifications to notify attendees of sponsored content and new live streams starting
- Use email to remind attendees of your live streaming schedule pre-event
Live video lets attendees tune in no matter where they are! Use it as much as possible at your events to make sure they never have to miss a thing.