Is Live Streaming Worth It for Marketing? (Archive, 2021)

Recorded in May 2021 during Simon's s.media agency era — a team compilation. Published as part of a dated historical record; figures are as they stood in 2021.

Why is live worth considering at all?

Video is more popular than it has ever been. Twenty years ago the consumer landscape was very different; as it stood in 2021, four out of five people were more likely to watch video content than read an ordinary blog. Blogs used to be great — they're a bit of a thing of the past. If that's where the audience is, live streaming is a really good opportunity: it's authentic, it's more engaging, people want to hear what you've got to say, and they can watch from their mobiles pretty much anywhere in the world. It's a great way of connecting, building trust, and building awareness of your knowledge base, products and services.

Why did it grow so fast?

Live streaming had been growing for years, but 2020 accelerated it: brands had to find more interactive ways to engage their audiences and reach new ones. Live streaming lets you garner a wider audience — people who haven't seen your name yet — and interact with them in a deeper way. And because it typically lives on social platforms, you reach people wherever they are: at home, commuting, at an appointment. You can still get their attention, present new opportunities, and build relationships that bring them back again and again.

What can a business actually live stream?

Announcements first: got big news? Rather than a press release or a social post, do a live stream — it gets far more traction, and you announce it there. Interviews and Q&As: interview a customer or someone in your industry; or flip it, and let viewers ask you questions which you answer in real time, about the business or the industry. Events: get someone on the team to film what's happening, there and then. Behind-the-scenes: film around the office, let people see who's behind the business — it's far more personable. And customer support: instead of endless tweets and buried email addresses, host a weekly session where people drop their questions into the stream and you help live.

How do you get started without it feeling forced?

Starting can be intimidating, so a few tips. Don't over-plan it. It shouldn't be rigid or heavily structured — free-flowing is the point, because it's as much about your experience with the audience as theirs with you. Your main channel content is where people look for structure; a live stream that's too on-rails feels weird and forced.

Take risks. Try different formats rather than sticking to your main content's shape — and watch what people respond to, because it can inform your main content strategy too. Understand your community: talk to them, work the comment section, take the "have you thought about this?" suggestions seriously, and show the value you bring. Give a call to action while people are engaged — a link, a next step. And have fun with it. There will be hiccups and bumps in the road; that's the beauty of finding out how to mix with your audience.