Tips for Social Media Livestream Success

Elliott-KelleyBy Elliott Kelley, PR and Social Media Specialist

While 2020 is the year we don’t wish to think about, brands and individuals all found ways of staying connected during the pandemic. As noted by Jose Gallegos of Social Media Today, lockdowns created an increase in live viewership on Facebook and Instagram events by 50% and 70%, respectively. Whether a product launch, celebrity event, concert, press conference or influencer event, social media users used their lockdown to stay engaged with the brands they follow.

Industry enthusiasts and social followers demand authenticity from brands. Live social media events are a means to give your followers continued access to your brand or provide a behind-the-scenes glimpse of your production.

Before going live, run through our checklist to ensure your event is well received.

1. Quality

While this may seem like a no brainer, this may be one of the most important factors.

  • Does your camera provide a clear picture?
  • Can you hear the audio clearly?
  • Do you have the bandwidth to upload the stream to your social platforms in real time?

Whether hosting a formal event at your headquarters or using an influencer for a social media takeover from an event, these considerations should be planned, tested and remedied if needed.

2. Personality

Who will be the on-screen host of the event? Let’s be honest, we can all think of examples when an individual or personality did not inspire or capture an audience’s attention. Don’t treat your event like an open mic night at the local comedy club. Be intentional about your host selection.

  • Does the individual have personality?
  • Do they have on-screen experience?
  • Do they align with your audience?
  • If they are an influencer, does their content align with your brand? Do they engage their own followers?

3. Run-of-Show

Once you go live, don’t take a chance that your team will sink or swim. I’m sure you’ve been in a meeting or presentation where someone thought they could wing it. A scripted, intentional run-of-show will allow you to hold the audience’s attention and avoid key mistakes like rambling, forgetting to make the ask or an abrupt closing. Be deliberate in your planning and leave nothing to chance—including how your host will fill time if an issue arises. Since, as we all know, Murphy’s law always strikes at the worst possible moment.

  • What do you plan on accomplishing?
  • What is the timeframe for the event?
  • What is your call to action?
  • What is your closing?
  • What if there are technical issues?

By focusing on quality and personality and planning a thorough run-of-show, your next social media livestream is sure to be a well-executed, engaging event.