We’ve earmarked some best practices that’ll get you shining in front of your audience in no time.
Some background
Simply put, livestreaming exists to help both brands and content creators maintain strong, authentic relationships with their desired audience. It can be a super helpful tool to conduct product demos, boost engagement and advertise a new product or service offering.
As one of the world’s fastest growing apps, TikTok has enthralled and entertained millions of users with the power of video. This is because video is far more engaging than, say, reading text. According to a 2022 HubSpot study, “59% of executives say they’d rather watch a video than read text.” This really shouldn’t come as a surprise. The advent of Netflix and the rise of Twitch can attest to this. Livestreaming takes this one step further by providing audiences with both video and authentic on-the-minute content which young audiences crave online. With over 57% of marketers livestreaming their content, it’s a no-brainer that brands should really consider this powerful medium in their marketing arsenal.
It may seem daunting to begin with, but we’ve got a handful of guidelines that’ll help set you at ease for your very first livestream.
Any other type of event would need excellent planning. A livestream should be no different. The only way to control your nerves is to make sure you’re well prepared.
Just like any event needs a venue, you’ll need to pick a location for your livestream that will ensure a positive viewing experience. Check that the space has good lighting and acoustics and that you won’t have any interruptions when livestreaming. A good, stable internet connection is paramount when livestreaming – people won’t hang around if your connection is spotty or faulty! Test your internet connection and upload speed before you advertise and promote your livestream to make sure you’ll be able to get the most out of the experience.
Over and above this, practice really does make perfect! If you have a rough idea of what you’d like to speak about, get it all down on paper. Learn your lines (even if they are just bulleted notes) similar to how an actor would, and begin playing around with different methods of delivery. Once you’ve got this down to a T, it’ll be easier for you to sound natural on your livestream without seeming like you’re reading from a teleprompter!
Top tip: Do a ‘dress rehearsal’. A run-through of your livestream ahead of the actual event could do wonders for highlighting any possible snags. There is nothing worse than having a technical mishap whilst livestreaming that could have been easily avoided. Likewise, being verbally unprepared and suffering from those long, awkward silences is simply no fun! Luckily, this can be circumvented with proper planning and practice. So go forth and prosper, but don’t forget to plan!
Whilst we are big champions of real and relatable content that shows off your human side, we also understand the importance of putting your best foot forward and presenting yourself in a professional way. There are a few simple things you can do to make sure your livestream is as slick as possible.
Background
Whether you’re a business or a personal brand, it’s crucial to keep your surroundings simple so that you and/or your product have the space to really shine. To do so, make sure your background is as mess-free and neutral as possible. Think about setting up an inexpensive backdrop with fabric, or download one to use during your livestream.
Lighting
Good lighting is vital when shooting any kind of video content, and livestreaming is no different. Your best friend is good old sunlight! It’s free (yay!) and can work wonders to illuminate your space for livestreaming. Just make sure you achieve the right balance when using sunlight – too much can blow out details and too little will cast unsightly shadows.
Another great way to ensure a polished, professional and much more stable lighting solution is to invest in a ring light that casts an even and diffused light onto the subject.
Top tip: When using natural sunlight as your livestream light source, always opt to position yourself facing the light source. For example, if your space has a window, face the window and position your camera between yourself and the light source/window. That way your face and/or products will be evenly illuminated.
Whilst planning and practice are two key parts to hosting a successful livestream event, simplicity always wins the day. Be sure not to overcomplicate things with fancy equipment or stiff scripts that make you seem uncomfortable or unnatural. In reality, you only need four key elements to produce an effective livestream: a camera, microphone, lighting (natural or otherwise), and a stable internet connection.
It's perfectly fine to use your phone as your livestream recording device – it has both a camera and a microphone after all! There is no need to invest in expensive tech equipment if you just want to use live-streaming as an authentic way in which to connect with your audience. It could be helpful though to look at getting a tripod to use in tandem with your phone. A tripod will give your livestream a professional look (plus it will keep your arm from potentially falling asleep after having to hold your phone up for an extended period of time!).
We suggest keeping your setup super simple, but making your content as engaging as possible. Doing so will allow you and your products the chance to really shine through.
Top Tip: Livestreaming and product demos are a great combo! Showing off your latest offering can add loads of value to your livestream and help to build intrigue. Conduct your livestream as a tutorial to show newcomers how your product works and its USPs (Unique Selling Points). It’s a good idea to share advice to people in the livestream chat, answer questions about the product, and show off some handy tips and tricks for it.
Now that you’re well on your way to hosting your first livestream, it’s important to let people know when and where this event will take place. After all your hard work prepping and planning it would be a great pity if no one showed up!
Create an eye-catching visual for social media that invites your audience to view your livestream at a specific time. Let them know what you’ll be talking about and invite them to come prepared with any questions they may have.
Top tip: Create a dedicated branded hashtag before the event and get your audience to use this for any questions they have during the livestream. Doing so will mean that you can easily see and then respond to those requests afterwards.
After your first livestream, you may be disappointed by your performance. Whether that be the way you handled yourself on-camera or the amount of viewers that tuned in, it’s important to remember that each time you conduct a livestream it will get better and better.
Perform a debrief after your livestream and pinpoint areas you feel need improvement. Perhaps your delivery could have been more organic, or your marketing strategy to inform your audience of your livestream wasn’t totally successful. Whatever it is, don’t be too hard on yourself. You did something that requires bravery and you should be proud of yourself!
Livestreaming exists because audiences want real and authentic connections online. It’s important to remember to have fun with it! It’s easy to get bogged down by technical details and countless insights, but the truth of the matter is that your audience will appreciate you showing up for them in an organic and natural way.
Although we suggest prepping and practising to ensure a smooth livestream experience, it’s imperative to show your audience who you are, and speak from the heart. As Alex Bybyk of Restream says, “Your viewers are more than just viewers — they’re a community. They commit part of their day to watching your stream, looking for entertainment as well as human interaction.” To this end, a smile goes a long way! Be sure to flash your pearly whites, be friendly and personable.
Livestreaming needn’t be difficult, nor completely nerve-racking. If you follow these top tips, we’re sure that you’ll be livestreaming like a pro in no time.
