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Want to engage your audience beyond your written content? 80% of brand audiences prefer watching a live video to reading a blog post.

Reaching out through social media? Live videos get more than double (+135%) the organic reach of photo posts.To help you take advantage of live streaming, I’ll break down the benefits of doing it, the platforms and equipment you can use, and the types of streams you can host. If you want to know why, what, and how to live stream to give your marketing efforts a boost, keep reading.

Why bother live streaming?
Live streaming is still relatively new, with the last few years in particular seeing a surge in what the general public can do.

Today anyone with a mobile phone can set up and stream, or join one to watch and talk to the broadcaster – news stories are brought to life, showing different angles of an event, confusion and all.
Social media is, by design, filled with filter bubbles – echo chambers of news and content created by algorithms. Put simply, if you like and engage with a particular type of content or topic, you’ll see more of the same thing.

Knowing this, it’s hard to break into peoples’ bubbles and expose them to your carefully crafted content. This is where live streaming comes in, as it will increase your organic reach by 135% compared to a regular photo post.Depending on the type of stream you host, live videos can build also strong relationships with your viewers. They’re given the chance to see and talk to you live, humanizing both your content and your business.

This is especially true if you’re interacting with the comments or chat feed while you broadcast. By responding to viewers you’re demonstrating that you pay attention to your audience, who will, in turn, remember the experience and the points you made.

The best results when live streaming are seen by those who plan out a predictable schedule, with the occasional spur-of-the-moment stream. If your audience knows when you’ll be live they can make a note of it and/or free up time to watch you.

By disciplining yourself to stream at a set time, for a set length, X times per week, you can plan the rest of your tasks around that and more easily piece together your day. If nothing else, this is a great way to see where you’re wasting time and work out how you could be better spending it.

It’s important to have a consistent message behind your company – a rallying call to show exactly what you stand for. Unfortunately, if several people are outwardly representing you (eg, 5 different live stream hosts) this message can be diluted by different attitudes and approaches to your audience.

While that’s a negative, sooner or later you’re going to have to clearly stamp out your values, and there’s no better way to make them crystal clear than by live streaming.

Much like with time management, streaming regularly (and especially with multiple hosts) forces you to think about how you’re going to present your company, event, and team in general. In turn, your business as a whole will benefit from that clarity just by having something to center itself around.