Social media livestreaming
SPRING 2020
VIRTUAL PROGRAMMING Contents
LIVE: WHY GOING LIVE IS IMPORTANT 3
TYPES OF CONTENT BEST FOR LIVE 4
PLATFORM COMPARISON 5
FACEBOOK LIVE | HOW-TO 6
INSTAGRAM LIVE | HOW-TO 7
BEST PRACTICES 9
IGTV 11
SOCIAL MEDIA LIVESTREAMING 2 LIVE: Why going live is important
PREPARING FOR OUR RETURN
CONSUMER BEHAVIOR HAS SHIFTED
Today, more than ever, we are poised to understand the true value of human connection. Smiles, simple greetings, and small gestures of thoughtfulness and gratitude can all be experienced at a safe distance and that is the reality to which we are excited to return. This also includes how people interact with brands, retailers and experience their favorite events. Some consumers will be excited to return to regular event programming & experiences while others will prefer to do so from the comfort of their home, which is why we must pivot and hosting our experiences physically & digitally.
ENGAGEMENT AND URGENCY
There’s a lot of evidence that people not only enjoy live content, they actually have trouble turning away. Because live content creates a sense of urgency.
This is, in part, because we experience live events collectively, which draws us into the action. Take a sports game, for example. Everyone–audience and team– is experiencing the same thing at the same time. No one knows what will happen next, which creates a sense of heightened curiosity, almost like suspense.
This can be a hugely beneficial tool for building a stronger connection between your brand and potential customers, allowing you to gain valuable feedback and insight — straight from the people that matter most!
SOCIAL MEDIA LIVESTREAMING 3 Types of content best for going live
VIRTUAL
• DIY
• Tutorials
• Classes/Workshops
• Fitness
• Shopping/styling new product
• Q&A, Webinar, TED Talk
• Celebrity Takeover
• Behind The Scenes: check with your tenant coordinator to make sure you can show a raw space and not violate OSHA requirements
SOCIAL MEDIA LIVESTREAMING 4 Platform comparison
Keep in mind that the platforms change regularly so especially with the onset of COVID, so be sure to check social media blogs like the below sources for any updates.
Facebook Live Instagram Live IGTV
Pricing free free free
Ticket Price soon t.b.d. N/A
Analytics
Cross Channel Integration/Simulcast
Co-Hosts (2)
Users 1 1 N/A
Mobile
Desktop
Length mobile: 4hr max 1hr max 1hr max** desktop: 8hr max
Lifespan 24hrs + forever 24hrs + add to IGTV after forever
** for IG Live—if you’re a verified account, you can post content that is up to an hour long. If your account is unverified, you can break your content up into “parts” or “episodes” of a longer series.
SOCIAL MEDIA LIVESTREAMING 5 HOW TO Facebook Live
HOW TO USE FACEBOOK LIVE ON A PHONE
Broadcast to your Page, group, profile, or event from anywhere in the world using the Facebook app.
1. Navigate to the Page, group or event you want to live stream from.
2. Tap the Live button at the bottom of the post composer.
3. Add a description to your video. You can also tag friends, check in to a location, and add a feeling or activity.
4. Tap Start Live Video.
5. Tap Finish when you want to end your broadcast.
Find more information on Live Streaming Events here.
HOW TO USE FACEBOOK LIVE ON A DESKTOP
1. Going live from a Facebook page on your desktop, you’ll see a box that says “Live Video” below the post box, like the one below.
2. Write a Click-Worthy Description
3. Get in Position & Hit “Go Live!”
4. Navigate to the Page, group or event you want to live stream from.
5. Tap the Live button at the bottom of the post composer.
6. Add a description to your video. You can also tag friends, check in to a location, and add a feeling or activity.
7. Tap Start Live Video.
8. Tap Finish when you want to end your broadcast.
Find more information on Live Streaming Events here.
Don’t worry! Facebook allows you to practice a live video with the “only me” setting.
SOCIAL MEDIA LIVESTREAMING 6 HOW TO Instagram Live
ADJUST YOUR INSTAGRAM LIVE SETTINGS
Before you jump into your Instagram Live, it’s a good idea to check your settings are exactly as you want them to be.
To access your Instagram Live settings, open the Instagram Stories camera and swipe across to the “Live” mode. Tap the wheel icon in the top left-hand corner to open your controls.
From here, you can select who you’d like to be able to view your stories (and Instagram Live), who can reply, where it automatically saves to, and also how it can be shared.
FILTER OUT OFFENSIVE COMMENTS
Open your Instagram settings, scroll down to “Privacy,” select “Comments,” and then toggle “Hide offensive comments” from “Off” to “On.”
To filter out comments that contain specific phrases, toggle “Manual filter” from “Off” to “On” and then type the words or phrases you wish to filter out separated by commas.
SOCIAL MEDIA LIVESTREAMING 7 HOW TO Instagram Live
HOW DO I USE INSTAGRAM LIVE?
Prepare to stream the video: Determine where and when you want to broadcast. Announce the start time of the live video broadcast ahead of time to increase the chance users will view your video. Set up the products, people or props you’ll stream.
Select the camera icon or swipe right while in your Instagram feed
1. Choose Live –––> Start Live Video (optional: Choose filters by tapping on the emoji icon or select the front facing camera icon)
2. Pin top comments or useful tips/tricks comments to the top of the stream.
Select Comment –––> Choose the comment to pin and hold it so it appears at the top.
3. To disable comments once the video is live, tap the settings wheel icon on iPhone or three dot icon on Android –––> Turn Off Commenting
4. Prevent comments you don’t want to see appear on your live video before the live
broadcast, go to your Profile –––> Select the settings wheel icon on iPhone or three dot icon –––> Comment Controls –––> Hide Offensive Comments. You can also filter out comments containing keywords, phrases or emojis that you do not want to show up.
5. Tap End to stop the stream
HOW DO I SAVE AND SHARE LIVE VIDEOS?
After the video ends, select Save at the top right or choose Share at the bottom of the screen.
FULL STEP-BY-STEP TUTORIAL:
PDF saved to the drive here:
G:\Lifestyle Center Management\Field Marketing\Round Tables\Live Social
Available online here: https://later.com/blog/instagram-live/
SOCIAL MEDIA LIVESTREAMING 8 FACEBOOK + INSTAGRAM LIVE Best practices
TIPS TO KEEP IN MIND BEFORE, DURING, AND AFTER YOU GO LIVE
Before you go live:
• Encourage people to tune in by notifying them in advance using posts or stories.
• Source questions from the audience in advance and prep your answers.
• If you’re streaming using a phone, turn on Do Not Disturb and make sure you have a strong Internet connection.
• Use a tripod or camera stabilizer for a steadier shot.
• Write a compelling description before going live.
During your live stream:
• Make sure you give your audience time to tune in. Try going live for 30-60 minutes.
• Respond to, or pin, fan comments.
• Say hello to your fans by name when responding to their comments, and prompt them. for questions on a certain topic to encourage engagement.
• The time limit for a live video session using the Facebook mobile app is 4 hours, and the time limit for a live video session using Live Producer is 8 hours. The time limit for IG Live is 1 hour.
Facebook only:
• Share the live stream in groups or on Pages and profiles you manage.
• Crosspost the live stream to multiple Pages simultaneously. Click here to learn more about live crossposting.
SOCIAL MEDIA LIVESTREAMING 9 FACEBOOK + INSTAGRAM LIVE Best practices
After your live stream:
• Save the Live to your Camera Roll and re-share as video-on-demand content in your Feed, Stories, IGTV, etc.
• See how your live video performed in the insights section of Creator Studio.
To nail this strategy, be consistent with the time and day of week you go live, feature hosts that aren’t afraid to show off their personalities, and ensure you have someone at the ready to monitor questions so you can answer them either in real-time in the comments or in the actual broadcast itself.
SOCIAL MEDIA LIVESTREAMING 10 NEED TOTO KNOWKNOW IGTV
WHAT ISIS IGTV?IGTV?
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IGTV should bebe thoughtthought ofof likelike YouTube,YouTube, notnot Netflix. Netflix. Don’t Don’t expect expect to to be be watching watching your your favorite TV showsshows onon itit anytimeanytime soon!soon! (that(that is is what what Facebook Facebook Watch Watch is is for) for) As As far far as as production quality goes, thinkthink ofof itit likelike aa step step up up from from your your Instagram Instagram Stories, Stories, but but it it doesn’t doesn’t have to be asas perfectperfect oror curatedcurated likelike an an Instagram Instagram post post or or video video would would be. be.
SOCIAL MEDIAMEDIA LIVESTREAMINGLIVESTREAMING 11 NEED TO KNOW IGTV
HOW TO UPLOAD VIDEOS TO IGTV
IGTV is not live and should be pre-recorded videos that you have made and upload, similar to how you upload a photo to the feed.
1. Click the IGTV avatar on your explore page > Click the + button in the right hand corner to add a new video
2. Select a video from your camera roll
3. Write your title and description. You can tag other accounts and use hashtags in the caption. You can also add in links! That’s right, people will actually be able to click on links in your description and be taken outside of the Instagram app.
4. Toggle the “post a preview” button on so that your video appears in your Instagram newsfeed to followers and in your page grid. This is important to gain more views, likes, and comments. It cannot be turned on after you upload so it is important to do it before hand. You can however, remove the preview from your feed after the fact. This will take the video out of the grid but keep it in your IGTV channel.
5. Add a cover photo, You can upload your own custom cover, or choose a thumbnail from your video.
6. Click post!
7. View Analytics
SOCIAL MEDIA LIVESTREAMING 12 NEED TO KNOW IGTV
NOTES
• IGTV can be either horizontal or vertical in format.
• IGTV has a minimum length of 1 minute and a maximum length of 1 hour.
• Can be shared to your story or in private DMs to friends
• You don’t have to create a super polished video in order to share it to IGTV, Content can be raw or produced, experiment and see what your followers like best.
• If you have video footage of events on property as a recap this is a great place to upload them to showcase moments that people can anticipate. Do not however save your instastory as a long format video and upload after an event.
• Viewers can like or comment on IGTV videos while they’re watching them.
• IGTV videos appear x4 larger than photos on the Explore Page.
• Full Guide: https://later.com/blog/igtv/
SOCIAL MEDIA LIVESTREAMING 13 Remember: make it fun!
SOCIAL MEDIA LIVESTREAMING