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Tips for Engaging Your Audience with Live Video

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When done well, livestreams have the ability to break down communication barriers between viewers and your brand. People livestream all sorts of things, whether they’re sharing groundbreaking news or even something simply silly. Remember when Red Bull livestreamed their skydiving attempt from the edge of space? Perhaps one of your friends recently started a livestream to document their first time eating a corn dog! Whatever the case may be, livestreams create a shared experience between you and your viewers — and businesses can get in on the action.

This powerful tool allows businsses and brands to connect with their audiences from anywhere, instantly fostering a more personal conversation. In this space, people have a unique chance to ask questions and show their appreciation for your organization. And as it becomes increasingly important for businesses to show they’re authentic and human, we think that livestreaming will help keep you ahead of the game. But hold on a second, this doesn’t mean you should go livestreaming all willy-nilly. Make it a mission to learn how to set yourself up for livestreaming success and engage your audience during your stream.

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From encouraging interaction to embracing conversation, here are some tips that will help you engage your audience with live video! Let’s dig in.

During livestreams, viewers often share their thoughts or questions in a comment section happening in real-time. Whether it’s sharing their love with hundreds of heart emojis or asking hard-hitting questions, those who interact with your livestream want to be noticed by you. Try encouraging conversation and interaction between your audience and your brand by addressing your viewers directly.

While streaming, keep an eye out for interesting questions and people’s comments you can easily piggyback off of. By calling out someone’s name and engaging with their comments or questions, you can create a special moment for that particular viewer. Even though you’re not Beyoncé or another A-list celebrity, giving someone a sense of recognition in a sea of other audience members can make things feel more personal. On the other hand, sometimes your audience may be quiet, more passive viewers. Probe the quiet ones to become active participants by asking simple questions throughout your stream.

“By calling out someone’s name and engaging with their comments or questions, you can create a special moment for that particular viewer.”

And, if you’re planning a live Q&A, you can field questions from your audience across social media platforms before you go live. Fielding questions in advance gives you the opportuntiy to address viewers by name, and for longer livestreams, having questions in your back pocket to pull out can keep things flowing more naturally if there’s ever a lull in the comments section.

HERE’S THE LOW-DOWN:

  • Keep an eye out for interesting questions that you can piggyback off of
  • Call out people’s names specifically when answering questions
  • Solicit questions ahead of time to fill the queue just in case

Transparency is the nature of a livestream. Being your authentic self and riding with any slip-ups shows you’re human. While it’s important to be authentic, you don’t have to feel like you’re diving into the deep end as soon as you hit the record button. You can have a loose plan going into the livestream so you know what you’ll be talking about. In fact, we recommend it!

Straying from your outline is no big deal — if your viewers start to get excited about something a little off-topic in the comments section, just roll with it! Chances are your audience will appreciate that you’re engaged with their interests and that you’re taking the time to answer their most burning questions. Go with the flow and think of it as a refresher before you navigate the conversation back on track to the topics you want to cover. Plus, your ability to embrace conversation will reflect positively on your brand.

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Right when you think video marketing could not get any more human, live video takes it to another level. It’s almost like FaceTiming with your grandma to ask her about that one super-secret family recipe. Chances are, you’ll wind up talking about a lot more than the recipe, (“How’s school? Are you bundling up with that sweater I knitted you? I hope you’re eating enough broccoli.”) But that’s OK! Allow time for connecting with your audience on other topics just like you’d talk about things unrelated to the secret family recipe with your grandma. You’ll establish trust and let them know you’re receptive to what they have to say.

HERE’S THE LOW-DOWN:

  • Be your authentic self and ride with any slip-ups to show you’re human
  • Have a loose plan in mind, but don’t be afraid to stray from your outline
  • Allow time for connecting with your audience on other topics they’re excited about

Although livestreaming our office pup, Lenny, catching as many tossed carrots as he can sounds like high quality material, it’s a good idea to take a strategic approach to live video like you would with any other video you create. Businesses today use live video for Q&As, special announcements, product introductions, interviews, events, behind-the-scenes glimpses, and more. And afterall … who’s to say there isn’t a place for Lenny’s carrot trick in a successful video marketing strategy? Sometimes pure entertainment opens your viewer’s eyes to a never-before-seen aspect of your organization they will surely love.

“It’s a good idea to take a strategic approach to live video like you would with any other video you create.”

With your audience’s interests in mind, sit down and roadmap your content calendar to see what kind of live video could fit best. Ask yourself, “What would people find valuable and engaging?” and “What could I show people to make them feel more connected to our brand?”

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After you’ve set a date and established a plan of action, make sure you have at least a few days before your livestream to hype it up and promote it across social media. Don’t let people miss out on everything you have in store! It would be a bummer if you put all the effort into going live but no one joined because they didn’t know about it. Alternatively, people might join, but they may not stick around for long because they have a meeting or some other conflict they didn’t account for. So, let people know about your livestream event in advance so they can get psyched to tune in and cook up their own questions to join the conversation when it’s all happening in real time!

HERE’S THE LOW-DOWN:

  • Take a strategic approach to live video and consider your audience’s interests
  • Roadmap your content to figure out which type of live video works best
  • Promote your livestream across social at least a few days in advance

Picture this: You’re in the middle of your livestream, and suddenly, your coworker walks into the room munching on a bag of cheese puffs. What do you do?

Well, you could brush off the interruption as if nothing ever happened. Or, you could take a moment to improvise and introduce this cheese-puff-lover to your audience. Why not take advantage of unpredictable scenarios? Clue your viewers in to what’s happening in your environment — wherever you are — and roll with it. Moments like these have a tendency to surprise people and keep them engaged.

At Wistia, we recently held a live Q&A with Chris Lavigne and Dan Mills, two of our Creative team members who were responsible for producing our four-part original series One, Ten, One Hundred. In this livestream (check it out below!), we set up several cameras: one on Lenny the labradoodle, one on our social media coordinator fielding questions, and one on an office dinosaur decoration. Our Lenny cam, Maria cam, and Dino cam gave us options to switch points of view for some extra entertainment. No one with a bag of cheese puffs came strolling in, but Maria did sneeze in the background. Did Maria ruin our livestream? Not at all! We switched to our Maria cam to check in with her, and our viewers commented with some laughs and “bless you’s.”

When you’re agile and open to pushing your original plan aside, the spontaneity of livestreams can create opportunities for your authenticity to shine and your audience to interact with you in a light-hearted way.

HERE’S THE LOW-DOWN:

  • Don’t be afraid to improvise and take advantage of unpredictable scenarios
  • Clue your viewers in on what’s happening in your environment
  • Be agile and open to pushing your original plan aside

Whether it’s your first or your fiftieth livestream, you can learn something new to sharpen your skills every time. We don’t think Guy Fieri was born knowing how to perfectly present a dish and take us to Flavortown on Diners, Drive-Ins, and Dives. These things take practice! Perhaps streaming on Facebook Live wasn’t as successful as you thought it would be. Before your next stream, do additional research to figure out which channel your audience is most active on in order to garner more viewers. Or, maybe your sound was a tad bit wonky. For the future, invest in an external microphone to smooth out your audio.

If you recorded your livestream for people to watch at their own leisure, make it a point to play it back for yourself and log things that did and didn’t work. Be your own worst critic so you can keep improving. Before you know it, Guy Fieri will have nothing on you!

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What you learn from your live Q&A can also help you unearth some hidden content gems. If people ask a plethora of great questions, take note and jot ‘em all down. Later on, you can sift through what’s burning in the back of people’s minds and look for opportunities to write new blog posts or produce new videos that have all the answers to their questions.

HERE’S THE LOW-DOWN:

  • Reflect on your live stream hits and misses to adjust accordingly
  • Be your own worst critic so you can keep improving
  • Find opportunities to create new content by sifting through people’s questions from live Q&As

Yes, going live can be as simple as pressing a button on your phone. But, as a brand, just winging it for the most part probably won’t do. Unlike going live on your personal Instagram account to your 100 followers, as a business, you have to consider your brand and the image you want to uphold.

“Unlike going live on your personal Instagram account to your 100 followers, as a business, you have to consider your brand and the image you want to uphold.”

If you don’t have a way to engage your audience, there’s no reason for them to stick around. Give people a reason to want to interact with your brand during a stream by creating interest and opening up the conversation. If you make a good impression, people may seek out your other content long after your livestream is over.

We want you to be the confident, friendly host we know you are during your livestream. So, remember these tips for engaging your audience before you jump in. From addressing your viewers to establishing trust, you’ll add a more personal feel to your stream and easily navigate the unexpected!



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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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