Live Video Content: Should I Use It?

Live video content–whether on Snapchat, Facebook, or Instagram–can be a challenge for many businesses. While the format certainly has some key points that make it valuable for certain tasks, that doesn’t mean that everyone should be hopping on board the “live streaming” train.

Before you start that live stream, ask yourself these questions and see if your business really needs to be creating live videos, or if you’re just trying to seem trendy.

Is anyone going to watch this video?

Aside from sheer number of followers, it’s also important to look at how engaged your audience is. Are you getting a lot of comments, shares, and likes on your posts, or are your followers actually skimming right past your content?

Part of the value of live streaming is that it gives you a chance to interact with your audience. Make sure you have one, and that they’ll want to interact with you.

Do you have something worth sharing?

People watch live streams to get content that they can’t get anywhere else, whether it’s a behind-the-scenes tour or a Q&A session. Not only is the content unique, it’s also interesting.

If you’re going to use live streaming to show your followers a look at something really cool, like Dunkin’ Donuts and their test kitchen video featured in this Forbes article, then do it. But if you’re just going to stick someone in front of a camera and let them flounder for thirty minutes, you probably don’t need to be using live streaming.

Are your followers going to watch this video?

In the first question, I asked if “anyone” was going to watch your video. Now, I’m asking if your target market is going to watch it.

Let’s face it: for most of the content that you put out there, someone is going to view it. It’s just statistical odds. But if your target market isn’t watching it, then it doesn’t matter who is. At the end of the day, you’re relying on your target market to help you grow your business. If you’re not making content that is relevant to them, then you’re wasting your time and money.

In other words, don’t use something that teenagers love if you’re targeting their grandparents.

Using a new, trendy social media tool is always fun. But before you commit yourself to it, see if it can actually integrate into your current strategy. If it can, then great; go for it! If it can’t, though, save yourself some trouble and devote your resources to a platform where your business can succeed.


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