By now you know that video is essential for a comprehensive marketing strategy. However, we live in a world where marketing is changing at the same rapid-fire rate as technology, and the reality is that you have to ensure that you stay ahead of the competition.

So, what’s the one thing you can do to help yourself with video on social media platforms, such as Facebook, that will help improve your marketing metrics for 2018?

The answer is simple: Get on Facebook Live and live stream on other social media platforms as often as you can. Facebook published that it’s live video outperformed pre-recorded videos by a metric of 3 to 1. Also, people are more inclined to comment and engage when there’s live video as opposed to pre-recorded content.

There’s no reason to think that this kind of performance will change for the worse in 2018. In fact, as more organizations and people get wise about the power of video to capture the attention of people, more people will want to post videos. Therefore, those who want to stay on the leading edge of change and innovation, the next logical step is to increase up your live video content.

How to View Pre-Recorded Content

One of the smoothest shifts you can do with your marketing team is to look at your pre-recorded content from an evergreen lens. As you look at your video content calendar, consider ensuring that your pre-recorded has the “feel” live, which means you want to make certain that you avoid specifics about the time of day, date or anything that date stamps your content. And, it could be as simple as saying “Good morning.”

With the public now preferring to see live video, it doesn’t mean that you have to stop all pre-recorded content. Of course, this wouldn’t be the case because good evergreen content can provide valuable information for your audience that you can repackage and redeliver on a regular or semi-regular basis.

However, with more people desiring to see live video, it does mean that your content should be as close to “live” as possible and you can achieve this by not mentioning anything related to time and also in more creative ways, such as having callers or chats that you read on air. That will give an appearance and feel for your video being live.

How to Maximize Live Content

When you’re looking to create live content, to ensure maximum exposure to your content, there are a few things you can do.

  • Since Facebook is the king of all social media, make sure you post regularly on Facebook Live. Also, you may want to consider boosting any teaser videos or promotion posts.
  • In advance of any live stream, tell your followers about the day and time you’ll be live. Remember that people are creatures of habit. They should see you on approximately the same day and time every week if you choose to live stream weekly.
  • Remind your followers to sign up for live notifications of your live videos so they can catch it in the moment. You can also create short (less than a minute) teaser videos to help in promotion.
  • Depending on where the majority of your target audience is, ensure that you live stream during an hour of the day when the bulk of your audience is likely to be on social media.
  • Make it a point to cross promote your live videos across your social networking platforms and if you have an email list, make sure to remind your followers about your live streams.

Finally, a great way to get people to watch your live video is by creating a contest or give-away. Stay true to your brand in your giveaway if you choose to do one intermittently to increase viewership by giving away free copies of books or other merchandise that aligns with your business.

If you increase your live streams for 2018, and you get very good at promoting it, by the end of the year, you should have grown your audience substantially.

Author: Wayne Elsey
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