Connect with us

Video Marketing

Tips for Engaging Your Audience with Live Video



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.


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.


  • 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.

dave-cole 14176325042 o

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.


  • 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?”

MG 9440-X4

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!


  • 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.


  • 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!


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.


  • 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!

Source link

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Video Marketing

4 Ways to Make Your Wistia Channel Shine



If you’ve decided that Wistia Channels is the best place to showcase your videos on your site, then you’ll be pleased to know you’re already on the right track for building an engaging brand. When it comes to setting up your Channel for success, all it takes is a little attention to detail on your part to truly make your content shine in the eyes of your viewers.

In this post, we’ll cover exactly how you can make a beautiful, brag-worthy Wistia Channel for your business. From name-picking and color-matching to thumbnail creation and embedding, there are plenty of small tweaks you can make to your Channel to improve the overall presentation of your content. Keep reading to learn how you can leave your audience impressed and coming back for more!

Channels Dan

Whether you’re in the pre-production stages of your business’s first branded series or you’re grouping together related content under one roof, choosing a name for your Channel is a major decision. The name you pick may ultimately influence the number of clicks, views, and video engagement you receive. When it comes to landing on the perfect name for your Channel, there are three key factors you should consider: branding, discoverability, and shareability.

“The name you pick may ultimately influence the number of clicks, views, and video engagement you receive.”

Here’s how we break these three factors down:

  • Branding — the “identity” factor: The name you pick will be very public, so it needs to accurately reflect your videos and your brand.
  • Discoverability — the “index” factor: The Channel name comes up in search, so you want people searching for a relevant topic to find your video content fast — and first.
  • Shareability — the “click” factor: Your audience watches a lot of stuff online. A catchy name for your Channel will make it easy for people to remember. That means when it comes time to share your videos, they’ll be able to pull up your Channel and link to it instantly.
Don’t Fret Guitar Repair? Talk about click-worthy!

Considering these factors as you set up your Wistia Channel will help you grow your audience and brand over time. Head on over to this post to dig a little deeper into these terms and learn more tips for simplifying the process of picking a Channel name that positions your brand for success!

As we mentioned before, branding is a super important factor for naming, but it also plays a big role in how your business and your content are visually perceived. You want to leave a positive first impression, right? Luckily, with Wistia Channels you have the ability to choose a font and color scheme that aligns with your company’s existing brand, set thumbnails to match, and even upload an eye-catching header.

To customize the look of your Channel to align with your brand:

  • Select “Edit” and “Banner” to add a video header (which will loop silently at the top of your Channel) or upload a static banner image
  • Click “Text” to add a project title and description, and change the font to match your site. While you’re there, switch up the size to whatever you fancy as well!
  • Click “Color” and use the picker to change the overall color scheme.

You can also choose between Light or Dark Mode for your Wistia Channel depending on the look and feel of your brand (and the content you have displayed). When you’re viewing a project, simply go to Edit > Color > Background to modify this setting. It’s as easy as flipping a switch!

For your banner, instead of a static image, you have the option to throw in a looping video background as we mentioned before. Want to see this feature in action? Check out how Nextiny, an inbound marketing and sales agency, uses a snazzy looping video to showcase their content and intrigue visitors on their site.

If you’re looking for a little more inspiration, you can find a few more examples of Channels we love in this post. These aesthetic changes may seem small, but they’ll ultimately lend to a more sleek-looking collection of videos for your site.

With Wistia Channels, you have the power to choose whether to embed your Channel as an Inline embed (meaning your audience will see your entire Channel “inline” with the rest of your content) or as a Popover (meaning your audience will click on a single image or video to launch your Channel full-screen). Plus, any updates you make to your Project will automatically be reflected on your Channel — no need to replace the embed!

While it’s super simple to add all your videos to your site with just one embed, deciding where to place your Channel will impact who discovers and engages with your content. We recommend making the call based on the type of content you’re presenting to your audience.

“While it’s super simple to add all your videos to your site with just one embed, deciding where to place your Channel will impact who discovers and engages with your content.”

For example, if your Channel consists of informational or educational videos, putting it on your homepage might not make sense to someone visiting for the first time. On the other hand, if you have a blog, a Channel like this may fit well amongst your other educational content. Those who frequent your blog looking to learn from your expertise will easily discover your shiny, new collection of videos and be over the moon!

You can also easily share your professional-looking Channel across your business’ social media platforms with a public URL. Get more personal and direct with your communication efforts by popping the link to your Wistia Channel right in an email or newsletter to get more eyes on your content.

When you’re ready to share your Channel:

  • Select “Share” from the menu options
  • Select whether to share your Channel via “Embed” or “Public URL”
  • If embedding: Select your “Embed Type,” whether “Inline” or “Popover”
    • Choose a “Responsive” or “Fixed size”
  • If sharing the public URL: Just hit “Copy” and paste the link where ever your heart desires!

Once you’ve got some action on your Wistia Channel, don’t miss out on the opportunity to capture the contact information of the folks interested in consuming your videos. While you’re customizing your Channel, you also have the option to add an Email Collector — not just any old Email Collector, but one that comes in a few flavors. Aside from requiring viewers to enter their email in order to view your content, we have two Email Collector options you can start experimenting with today. The first option is called “Overlay on hover.” Here’s an example from Zaius to showcase what this looks like in reality:

In this scenario, an email collection form will overlay when someone hovers over your video with their mouse. Your video will keep playing while displaying several fields, including a place for folks to enter their names as well as text fields you can customize, depending on the Call to Action that makes the most sense in the given context — something like, “Enter your email address to view this video.” The second option is “Conditional,” which means each video will maintain the email collecting pre-sets you’ve already set up in your Wistia account when the content is embedded on your Channel.

Using Email Collectors is a sure-fire way to get the most out of your Wistia Channel. You can bet the people who enter their information are interested in the value you offer and will be more likely to check out future content you create. Plus, it gives you the opportunity to communicate with them more often and let them know when you’ve got a new video for them to watch!

A Wistia Channel is only as great as the sum of its parts — names, colors, fonts, banners, email collectors and more all add up to create a beautiful video collection you’re proud to share. Start engaging your audience with the videos you’ve worked so hard to create and build stronger brand affinity in the long-run. We’d love to see your next Channel out in the wild, so be sure to throw a link to it in the comments below!

Continue Reading

Video Marketing

7 Examples That Show the Best of Long-Form Video



Whether it’s the hottest new web series or an in-depth TED Talk, people love to watch long-form video — and businesses are catching on to the trend.

Unlike shorter, product-centeric videos, long-form content offers companies the opportunity to show their commitment to their mission and connect with viewers on a deeper, more emotional level. Longer content also enables intensive educational experiences for the viewer, whether the video covers exciting industry trends or specific approaches to tackling problems.

What does “long-form” video really mean? To put it simply, long-form videos are a type of video content that are usually longer than 5 minutes in duration.

We put together a list of long-form video series and one-off productions to showcase how companies live and breathe their values through video. Small to medium-sized businesses can use this list of branded content to get inspired when it comes to creating content for their own brands. Let’s get into it!


InVision is swinging for the fences with long-form video. On their blog, Inside Design, InVision shares videos about design trends and tips, many explaining how to use Sketch and get the most out of it. InVision’s site is filled with robust product tutorials, but these pieces focusing on larger, fundamental design principles — between two and seven minutes long — will help anyone strengthen their overall design foundation. The company has even created a full-length documentary about design thinking at IBM called “The Loop.”

InVision’s stated mission is to help users create digital content that people love, so it’s fitting that the company offers viewers new strategies and approaches for designing that go beyond merely using their own tools. The longer format allows viewers to learn the details involved in the execution of new techniques.

InVision examples:

  • Design Systems Manager Master Class: In this two-hour, 6-episode series, InVision explores how to create a design system for an entire organization, from start to finish. It taps three design experts to walk through the challenges of product design at scale.
  • Design Disrupters: In this series, InVision showcases top designers at the world’s smartest companies and dives into how design has become the new language of business in the 21st century.

With the shift to long-form video, InVision shows they are true leaders in the field of design — not just a tool for designers.

On their Price Intelligently blog, ProfitWell conducts video “teardown” case studies, in which they focus on one to three company pricing pages and talk about what works and what needs improvement. Videos usually feature a lighthearted (though occasionally heated!) conversation between executives Patrick Campbell and Peter Zotto and typically are just under 10 minutes long.

ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand. Rather than focusing on their own software, ProfitWell’s teardowns appeal to aspiring entrepreneurs and startup leaders looking to discover best practices from successful companies and competitors.

“ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand.”

ProfitWell examples:

The longer format of these videos enables hosts to slowly walk viewers through the pricing pages in question, ensuring that the pace of the content can fit a wide number of learning styles. There’s a healthy mix of commentary and visual aids made with original data, which shows that the company is committed to making the most of the long-form branded video format.

Mailchimp’s core focus is email marketing, but their target audience is far more broad than just those interested in sending tons of emails. Experienced business owners and aspiring entrepreneurs alike may find inspiration in the “Mailchimp Presents” video series.

Using high-quality production techniques and clever editing, the videos attach Mailchimp to buzzworthy brands and their founders who, incidentally, use email to communicate with customers. The style of the videos is closer to an independent documentary than to a typical SaaS product video, giving viewers a chance to sit back and enjoy a theatrical glimpse into creative spaces and minds.

Mailchimp examples:

  • Hamburger Eyes: In this documentary, we get a behind-the-scenes look at a one-man photography project that evolved into a thriving community of artists based in San Francisco. Mailchimp knows its audience and stays true to its brand by focusing on a creative-centric topic that anyone with a pulse and an appreciation for photography could get behind.
  • Taking Stock: A fictional video series about a young female photographer navigating the complexities of agency life, Taking Stock delves into the realities of working in the world of tech and design, giving viewers a chance to see inside the life of a creative. We learn much about the subject’s life here — what drives her, what a typical day looks like — helping the viewer associate Mailchimp with the driven professionals who make the world of entrepreneurship thrive.

Mailchimp has been a visionary brand when it comes to creative storytelling. Ever since they sponsored the first season of Serial, the company has attached itself to big ideas, and, through their own example, they’ve proved that every business can affect a wide audience if they tell a powerful story.

Still from “Taking Stock” courtesy of Mailchimp.

Intercom features videos regularly on its blog, with experts speaking on topics like support, growth, product, and design. Many of the videos are talks that the team and others have done at different conferences, which is a great way for people to see talks that they weren’t geographically capable of attending.

Intercom’s videos educate viewers on new ways to approach Intercom’s core competency — customer support and communication — in a format that encourages in-depth exploration and tutorials. Instead of merely chopping up key takeaways from the talks, long-form video enables the brand to include the overall conference context, linking together key concepts and materials.

Intercom example:

  • 5 lessons learned from growing a support team: In this conference video, Intercom’s customer support lead, Sharon Moorhouse, shares five lessons that the company has learned as it has scaled its support operations. It’s meant to engage growing companies, regardless of the industry, and appeal to audiences that may lie outside of the scope of Intercom’s typical customer profile. Sharon’s talk is engaging and packed with visual examples, making the most of the video format and capturing the energy and excitement that she brought to the conference.

Conferences are affirming experiences, where people in the same field can form new connections, get new ideas, and become excited about trends and developments. Intercom’s focus on opening up their otherwise siloed conference material gives audiences a chance to connect with the brand even if they’re far away from the talks or sessions. It shows the company living out its mission of “keeping business personal” by opening up access to the conference experience.

Patagonia makes documentary-style videos about real people doing the things they love and excel at in the outdoors. The videos are extremely high-quality, featuring breathtaking visuals and rare glimpses of some of nature’s best vistas.

Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet. It’s hard not to fall deeper in love with the earth after watching these pieces, and viewers certainly can see that the brand is about far more than just making outerwear and camping gear.

“Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet.”

Patagonia examples:

  • Wolfpack: This video follows the training efforts of a group of trail runners living in isolation. Drone shots and ultra-slow-motion close-ups abound, giving the pieces a cinematic quality that is certain to move viewers on an emotional level. The family’s extreme choice to live in the wild is likely outside the desires of most of Patagonia’s customers, but their way of life can inspire viewers to think about how to better connect with planet Earth.
  • Takayna: Takayana (Tarkine) is one of the last remaining old-growth rainforests in the world, yet it’s increasingly threatened by mining and other destructive activities. This video highlights the beauty and fragility of the landscape by intercutting meditative shots of flora and fauna with images of devastating excavation and logging. Patagonia is clearly living its mission here — seeking to save the planet by raising awareness about protecting one of our most precious earthly resources.

Patagonia’s mission is one of the most ambitious of any brand out there, and that’s what makes them so successful. By taking a stance on major issues and creating beautiful visual content, they’re proving to an audience why it’s cool to care about more than just clothes and gear. To change the world, Patagonia is leading by example.

Still from “Wolfpack” courtesy of Patagonia.

Many beauty brands rely on mere testimonials to push their products. But Glossier opts to show how their products weave neatly into the lives of their customers. They have a series called “Get Ready with Me” (based on the popular)YouTube trend that follows the morning routine of influencers and creatives. The hashtag for the campaign — #GRWM — encourages customers to create their own content and further engage with the brand.

The pieces also have a casual instructional approach, giving them an educational component that goes beyond a shorter “how-to” piece. They’re showing you how to create a look rather than telling you how to do it.

Glossier example:

  • Get Ready With Me: feat. Annahstasia + Glossier: Here, an influencer’s morning routine is shown in real time. In several meditative shots, the camera lingers over Annahstasia going about her morning. It’s easy to imagine someone watching this piece they start their own day to find inspiration and calm from the emotional music and beautiful cinematography.

Glossier, known for its colorful Instagram account and vibrant pop-up stores, creates a calm atmosphere throughout their videos. They create intimacy with the way their videos are shot, and that intimacy will contribute to a long-lasting and better customer relationship than a typical advertisement or commercial.

Over the years, Airbnb has evolved beyond being just a website for booking rooms and homes, becoming a platform for finding community through unique experiences. Recently, Airbnb launched an Adventure series featuring hosts and people from all over the world. By focusing on the curated experiences offered through Airbnb’s “Adventures” programs, the brand helps establish itself as far more than a travel app.

Airbnb example:

  • Six Strangers: In this 12-minute video, six strangers take an unexpected trip together. Like the other pieces in this series, the length of this video enables a more TV-like viewing experience that mirrors popular reality shows like Naked and Afraid and Survivor.

Through their long-form videos, Airbnb is expressing one of their most significant brand values: “Belong anywhere.” The Adventure series is all about breaking down barriers to find out what people have in common with each other. When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.

“When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.”

More and more brands are reaping the benefits of thinking (and acting!) like media companies. With the wealth of high-quality content vying for their attention, viewers are demanding highly engaging work from companies they encounter. Investing in rich long-form content enables brands to tap into the growing binge-watching habits of their followers while expressing the values that matter most to them and finding deeper ways to connect with customers.

Continue Reading

Video Marketing

Introducing “Brandwagon”—It’s like a Talk Show, but for Marketers



These days, it’s harder than ever to be successful with your marketing campaigns. From keeping up with ever-changing SEO tactics to shouldering the burden of growing advertising spend to shouting into the void that is social media, it can feel like even your most successful initiative is, well, kind of a flop.

That’s why I’m super excited to introduce you to Brandwagon, Wistia’s newest series from the team that brought you One, Ten, One Hundred. As the host of this talk show for marketers, I’m going to be chatting with business leaders who are doing things differently when it comes to marketing their businesses and building their brands. Find out how they’re seeing such success and learn what tactics they’re using to stand out in a sea of “meh” marketing.

Hop on the Brandwagon and come along for the ride each week as we uncover what’s working in the world of modern marketing. The first episode hits the road this summer, so be sure to enter your email below to stay in the loop and get notified when new episodes come out.

Continue Reading


Copyright © 2019 Plolu.