Live steaming is on the up-and-up, increasing in popularity among fans of brands across industries. Interpersonal and humanizing, there’s something a little daunting about doing a live video as a brand. The pressure and room for things to go wrong is significantly higher, so brands need to have a solid game plan in place for this kind of PR.
A great example in the world of live streaming happened this week when fried chicken brand Popeyes celebrated National Fried Chicken Day on Facebook Live – a live streaming platform that has gained a lot of traction over the last few months.
The brand had a “Drive Thru Party” that included a local improv actor, a live DJ and Popeyes-related trivia and games. Fans that commented with correct answers could be selected to win free fried chicken. Over the course of a few hours, more than 30,000 people tuned into the live stream, and it received almost 10,000 comments and likes.
Popeyes fans were happily celebrating and “eating up” National Fried Chicken Day alongside the brand during this live streaming video – it was a national hit! And to get ready for a live bash of this caliber takes lots of practice. Here are 5 tips for brands joining-in on the live video action:
1. Use live videos for special occasions
It’s great to do a live stream for something that is really exciting and ties to your brand, just like Popeyes’ live stream for National Fried Chicken Day. Whether it’s a new store grand opening, a product launch, a “food holiday” or a brand anniversary, planning a live stream to tie in with another momentous event for your brand can help better attract fans and new customers to your brand through your stream.
2. Practice, plan and prepare…
Before the live streaming event, rehearse how the video will go and what will be said and done. Practice on-site at the location you’ll be streaming from to see how lighting, sound and internet connection will impact the quality of the video. And be prepared for who will be holding the phone during the stream. A shakey video may seem natural, but it can be nauseating.
3. …But still be natural and personable
Brands definitely need to be rehearsed and prepared, but don’t be too rehearsed. You’ll come off sounding fake or robotic, and fans will sense that you’re not being real and won’t interact on your stream like you had hoped. Find the happy medium between being prepared yet sounding genuine and organic.
4. Spread the word ahead of time
To get the most eyes on your live stream, start spreading the word ahead of time. In the days and hours leading up to a live streaming event, let your followers know that you’ll be broadcasting live from a specific social platform (like Facebook or Periscope) for a special reason (like your new store opening or your company’s birthday celebration). For your fans that care and new customers curious to see what’s going on with your brand, this tactic will ensure that they won’t miss a minute.
Note: Facebook Live saves your videos, so fans can watch later. Periscope only allows videos to be viewed for 24 hours after the live stream has ended.
5. Keep it interesting
People are only going to want to watch a live stream if there’s something really exciting going on. In order to keep viewer’s interest, make sure your company is doing something captivating. Popeyes kept their viewers’ attention by continuing to give away free chicken to fans that were engaging with their trivia questions and games. Other brands live stream Q&As with their CEOs or give a behind-the-scene look at their events or concerts. This is the key to retaining viewers! There needs to be something in it for them – or they won’t stick around long.
Live streams are a great way to reach your fans. Plan ahead and be prepared to be genuine, organic, fun and to engage with your fans around events that matter to your brand. Implementing these 5 tips can help make your the future of your live stream (or your first one) a success! Love to live stream? Share your tips with us in the comments!