24 Jun Live Video Strategy: How to Create a Show That Engages : Social Media Examiner
Interested in broadcasting dwell video?
Have you thought of beginning a dwell video present?
To discover how to create a profitable dwell video present, I interview Luria Petrucci.
More About This Show
The Social Media Marketing podcast is an on-demand discuss radio present from Social Media Examiner. It’s designed to assist busy entrepreneurs and enterprise homeowners uncover what works with social media advertising and marketing.
In this episode, I interview Luria Petrucci, a dwell video professional. She’s the host of Live Streaming Pros, a dwell present devoted to serving to companies produce skilled dwell streams. She’s helped huge manufacturers resembling AT&T and Panasonic, and influencers resembling Michael Hyatt, Amy Porterfield, and Pat Flynn.
Luria explores 4 ranges of broadcasting gear.
You’ll uncover how to create a fascinating circulate in your dwell present.
Share your suggestions, learn the present notes, and get the hyperlinks talked about on this episode beneath.
Here are a number of the belongings you’ll uncover on this present:
Live Video Strategy
Luria obtained began with video in 2005. She was one of many first video podcasters to create content material for the video iPod. (This was earlier than the iPhone and lengthy earlier than YouTube “became a thing.”) Shortly thereafter, Luria began doing dwell video, too. By 2007, she was live-streaming from a skilled studio and from cell units and started studying how dwell video creates a connection together with her viewers. Ever since, she’s been doing a weekly or each day present.
Before Periscope and Facebook Live, Luria’s live-streaming tech included a NewTek TriCaster and Ustream. She additionally did some YouTube. Justin.television (which is now Twitch) and Livestream have been the opposite early platforms, though they centered extra on enterprise. Although Ustream focuses extra on companies now, it concentrated on creators again then.
Luria enjoys seeing different individuals getting enthusiastic about going dwell, as a result of she’s believed in dwell video for therefore lengthy.
She says dwell video creates a robust relationship together with her viewers and is the explanation her viewers has caught together with her for 11 years by means of large enterprise modifications, partnership modifications, and the entire laborious stuff that goes on in enterprise. People inform her they’ve been watching her since day one. (Note: Back then, Luria was often known as Cali Lewis.)
Listen to the present to uncover what tech Luria used within the early days, in addition to what dwell video was like firstly.
Why Consider Live Video
Live video is one of the best advertising and marketing conversion software Luria has ever seen due to its affect. When individuals are watching you on dwell video, they know you’re not faking it. When you’re promoting one thing or attempting to lead individuals into a funnel, dwell video is straightforward due to what Luria calls the “conversational call to action.”
Like most individuals, Luria has a laborious time promoting. People don’t like to promote as a result of they don’t like to be offered to. The conversational name to motion is basically about serving to individuals. You’re letting them know you’re there for them and can handle them. When you supply one thing in a dwell video, it’s simpler to promote it since you’re probably not promoting. When any person asks a query, your reply proves the worth of your services or products.
Also, though the thrill for and accessibility of dwell video is new, its formulation and construction are confirmed.
Listen to the present to hear what I really like about dwell video.
The Four Levels of Live Video Gear
Luria explains what gear you want for dwell video in 4 ranges.
She calls stage 1 the “selfie stream.” You maintain your cell phone in your hand and the dwell video is uncooked, up-close, and private.
For stage 2, add some gear to your cell phone resembling a microphone, video stabilizer, and a mild. This gear provides a little polish to your video and removes the shakiness.
Level three goes dwell from a laptop with software program like Wirecast.
Finally, stage four is for TV-quality video. Your gear contains a devoted machine in a studio and a setup that produces a high-quality stream.
Listen to the present to hear Luria talk about the roots of dwell video.
Luria’s Live Video Strategy
Part 1 of Luria’s dwell video technique is consistency. You need to inform your viewers you’re there for them each single week. When you make that dedication to them, they’ll make that dedication to you. Plus, individuals have a lot to listen to, so if you happen to’re not of their face on a regular basis, they’ll overlook about you.
Luria recommends beginning with a weekly present. A month-to-month present is doable, however it’s probably not sufficient to be constant. You don’t need to go each day, until you’ve executed weekly for a whereas, as a result of each day is basically laborious to sustain. Do your weekly present on the identical day on the similar time.
The greatest time to go dwell is what works greatest for you and your schedule. Obviously, you’ll be able to’t pre-record a dwell present. If you commit to a time that’s not good for you since you suppose it’s one of the best time to go dwell, you’ll fail after which give up. Don’t decide a time that may go away you rushed to get into the studio or anxious about selecting up your youngsters. The time you select is a part of your long-term technique since you need to be constant long-term and give attention to delivering worth.
You can use stage three or four gear for this a part of the technique. You’ll be at a laptop, so you will have the power to pull in interviews and add decrease thirds (title graphics). You can do a lot to make it look good so it’s a nice present. You may go along with stage 2 for a common present by placing your smartphone on a tripod.
Part 2 of the technique is the life stream. The objective is to add a human aspect to your video content material by sharing your life along with your viewers. To create this video, use gear from stage 1 or 2 (your cell machine, perhaps with some gear). Sharing who you might be turns your viewers into a loyal viewer base. This loyalty is effective while you ask them to make a buy. You need them to stick round so that they don’t flip to your opponents.
I ask how somebody would possibly begin creating the sort of content material. Luria recommends starting with life streams as you get your weekly present up and operating. Bring your viewers into your journey. Luria says the expertise you create is comparable to inviting your greatest pal to expertise Disney World with you, as a substitute of telling her about it afterward.
Totally enjoying hooky….
Posted by Live Streaming Pros on Tuesday, May 23, 2017
Similarly, as you develop your weekly present, a buzz-building marketing campaign with life streams main up to the present’s launch may have extra affect than individuals merely discovering out about your present. For instance, you are able to do life streams speaking about what you’re going to identify the present and when will probably be on. Let individuals really feel like a part of that have. At the identical time, you’ll be able to showcase your new canine and wrap your corporation into your private life.
To assist individuals add the life stream element, Luria affords a downloadable content material calendar. Part 2 is troublesome to put into follow till you see it in motion. A life stream is meant to be random, however while you’re simply getting used to the method, scheduling life streams could be useful.
At first, do a life stream two occasions a week. If you already launched your weekly present, don’t do your life stream and your present on the identical day. Do a enjoyable cell stream the place you discuss one thing, both main up to your weekly present or providing a behind-the-scenes have a look at one thing. You may share behind-the-scenes content material each day and folks wouldn’t get bored with it. It’s unbelievable.
Part three is the after dwell. This is the afterlife of your dwell video, and it’s all about repurposing. One of the largest errors individuals make is pondering that their dwell video is all about their dwell video. It’s not. Get within the behavior of creating your dwell video the centerpiece of your whole content material creation. That makes every part actually strategic and helps you create dwell movies constantly.
To repurpose your dwell video, you’ll be able to edit and trim the video and launch it as a podcast, a YouTube video, or no matter matches into your total technique. Also, the dwell video may have many extra video views after the actual fact than it can dwell, so don’t get caught up with live-viewer numbers.
If you’re doing dwell video on Facebook, you’ll be able to enhance it to attain a larger viewers. You may share the video to your e mail record after the printed or ship a hyperlink to your record prior to a scheduled dwell video. People will nonetheless open the e-mail after your dwell video is over and watch the replay.
I be aware that in podcast episode 223, Chalene Johnson lays out how she makes use of her dwell video to do nearly all of her advertising and marketing.
The three-part dwell video technique is a long-term play, however with it in place, you’ll drive extra site visitors to your dwell views, in addition to to different elements of your corporation.
Listen to the present to hear about my expertise with life streams and Social Media Examiner’s weekly dwell present.
As quickly as you press the button to go dwell, your mind begins buzzing with all types of ideas in regards to the people who find themselves or aren’t there, what to do along with your fingers, and so forth. Luria says you’ll be able to tame that sensation however she’s discovered that it by no means utterly goes away. Live video comes with an additional adrenaline issue. To enable you handle this side of dwell video, Luria shares her system for the circulate of a dwell video present.
Start with a tease. Because you’ll repurpose your dwell movies, you’ll be able to’t look ahead to individuals to are available in. You want to go proper into the content material. Tell individuals what they’re going to study within the video, even for a enjoyable random video. “Hey, I’m going to show you my new puppy.”
Then you will have an intro. People who don’t know you’ll be a part of your dwell movies, so clarify who you might be and why you’re speaking about this subject. This intro is particularly necessary if you happen to’re doing a value-oriented weekly present.
Luria calls her individuals Streamers. So for instance, considered one of her movies might begin with, “Hey Streamers. I’m going to give you the formula for live videos so you don’t struggle with what to say. Hey, guys. I’m Luria Petrucci, and I’ve been doing live video for 11 years. I’ve really fine-tuned this formula, so I’m excited to share it with you today. First, before we get started, I really want to hear from you.”
Then she asks a query of the day resembling, “My question of the day to you is: Have you done a live video yet? Yes or no. Give me a big yes or no in the comments.” After asking the query, Luria engages.
The dwell viewers seemingly received’t see the start sequence of tease-intro-share, as a result of they haven’t joined the video but. The starting sequence is for the replay viewers, who will see the start of your video after they click on Play.
Luria encourages engagement for a couple of causes. First of all, with dwell video (particularly on Facebook), the algorithms are constructed so the extra engagement you get off the bat, the better your visibility. Get individuals to remark, share, and have interaction, so Facebook reveals your video to extra individuals. As you encourage individuals to work together, make the interplay value their whereas by responding to them.
Lots of people ask viewers for his or her metropolis and state. Although Luria does that generally, she extra usually asks a particular query of the day that’s associated to her subject. Viewer responses give her a little bit of suggestions on what she talks about through the present. Engage in the best way you are feeling most snug, whether or not it’s asking for a share, a coronary heart, a location, or a query of the day.
Next, Luria restates the subject overview, which is nice for the dwell viewers and doesn’t trouble the replay viewers. Then, she will get into the precious info. For occasion, if you happen to’re doing three steps to a specific factor, undergo your complete first step (or for a lengthy video, a portion of it), after which break for engagement. That’s while you take questions or feedback. So the sample is worth, then interact; worth, then interact; worth, then interact.
End the present with a name to motion, which Luria chooses based mostly on her enterprise targets on the time. So the decision to motion is perhaps about a product launch or audience-building.
For instance, Luria would possibly say, “Thank you guys so much for hanging out with me today. I’ve thoroughly enjoyed hearing all of your comments and questions. I’d love to hear from you, so keep it going and get into this community. I’m here every Tuesday and Thursday at 10 AM Pacific, so be sure to mark it in your calendars, set a timer on your alarm, whatever you gotta do to make sure you’re here.”
Listen to the present to hear Luria and I talk about how going dwell improves your communication expertise.
Listen to the present!
Key takeaways talked about on this episode:
What do you suppose? What are your ideas on dwell video technique? Please go away your feedback beneath.
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