Instagram is a happy hunting ground for marketers searching for platforms to increase their brand awareness and boost engagement. At a time when due to the raging coronavirus pandemic, more people are being forced to stay home for extended times, Instagram Live can help brands to connect better with their audiences and build enduring relationships.
Understanding Instagram Live
Instagram Live can be linked to an Instagram Story that is shot and streamed in real-time on the user’s account. Instagram Live videos appear on the feed of followers at the very start of the story circles, letting them know that the account they are following is live, and they can watch in real-time.
Instagram Live is an excellent attraction for businesses because of its high visibility appearing right at the number one position in Stories.
It also sends out push notifications to followers, automatically alerting them that they are now live. Due to the way Instagram’s algorithm functions, the live videos are more likely to appear in the platform’s discovery section for new users to find them. See next some useful tips on creating effective Instagram Live content.
Present Your Authentic Self
With constant exposure to polished advertisements and picture-perfect posts on Instagram, people have, to a great extent, become accustomed to the appeal of specific Instagram content pushed out by businesses.
Instagram Live is a beautiful opportunity for displaying an authentic and genuine aspect of the business that can connect better with the target audience, especially when they are under a lot of stress due to the effects on the health and livelihood of the pandemic.
Authenticity can be established in simple ways; by permitting the target audience to see how a business is vulnerable, just like them to the current situation, by displaying emotion and communicating more quickly and less formally as if communicating with a coworker, not a customer.
Plan Before You Go Live
While it can seem incredible to become inspired and start live streaming at the drop of a hat, it is not a good policy to go into the situation without any planning or preparation.
While the target audience likes to see streaming videos with a casual feel, they do not expect to see stuff that is not professionally produced. The informal, off-the-cuff feeling of the live streaming results from planning and getting everything ready, including a script beforehand.
It is worthwhile taking time out to assess the objective of live streaming before you do so because then it helps you to stay on track for success. Setting goals that are specific, measurable, attainable, relevant, and timely (SMART) is a good move.
You also need to decide the format and the content of the live stream so that the production does not seem arbitrary and directionless.
Maintain Consistency, Especially with a Streaming Series
Generally, people like things to be predictable and consistent, especially in an environment where the uncertainty is already taking a heavy toll on mental health. While you are at liberty to plan the frequency of your live streaming videos on Instagram Live, it is important to stick to a predetermined schedule that enables your audience to know for sure when the next edition is going to go live.
If you have great content that educates and entertains, your followers will wait keenly for the series episodes; the Instagram live video views will get a boost when the schedule of fixed and known to all beforehand.
Promote Your Instagram Live Sessions for Better Viewership
It would be courageous but foolhardy to expect your Instagram Live videos to get many views when your followers and other Instagram users have no clue that you will be streaming live.
As with any event, you will get more viewers if you publicize your Instagram Live event in advance. The publicity campaign should specifically inform users of the subject of the streaming video, when it will take place, and how people can see it, and, most importantly, how they would benefit by it.
Apart from using your Instagram account to publicize the event, you should also use other social media you are present on and email newsletters and your website to target the different visitors to these channels.
If your streaming event is of particular interest to one specific type of audience, you can devise a special email marketing campaign to inform the members.
The success of your Instagram Live events is measured by the impact they have on the target audiences. In addition to the various steps outlined, you can make these sessions lively and engaging by responding promptly to comments that the viewers are making while the live stream is in progress.
This is a great opportunity for connecting with your followers demonstrating your hold on the subject. If you find responding to comments difficult to manage in real-time, you can have a Q&A session at the end of the event.