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The Ins and Outs of Social Media Live Streaming

June 10, 2020 Julia Motis

social media live streamingThe newest social media trend, especially in times of the COVID quaratines, is creating at-home content via the live-streaming function on platforms like Facebook and Instagram. While the main users taking advantage of these tools are celebrities and public figures, who’s to say anyone couldn’t use it to share relevant, informative and entertaining content?


Uses for social media live streaming

For businesses, live streaming can actually be as useful a tool as celebrities make it out to be – for things like product launches, big announcements or promoting events. 

But they can also be THE event themselves, especially with the continued emphasis on social distancing. Translate your usual services into a virtual offering, such as a virtual conference or webinar. Or host a new event you’ve never done before, such as a Q&A with the CEO or a prominent industry expert. Either way, you’ll keep your audience engaged (and maybe provide a welcome distraction) from afar.


Why use social media live streaming?

Much of the goal of marketing is to creatively engage your audience in the products and services you have to offer and entice them to potentially make a purchase. Sounds like the perfect reason to go live on social media, doesn’t it?

Some more great reasons to live stream:

  1. You can offer original content in an inexpensive way.
  2. You can engage your audience in a more personal way.
  3. You can reach parts of your audience that typically don’t engage with your content.
  4. You can interact directly with users.
  5. It’s optimized for social performance – all followers receive a notification that you are live, and the platform’s algorithms tend to favor live content.
  6. You can incorporate user-generated content.
  7. You can leverage it for a complementary PR campaign.

And all this can help you:

  1. Grow your audience.
  2. Position the client as a thought leader.
  3. Showcase how the client performs on camera for future speaking engagements.
  4. Foster partnerships.
  5. Raise brand awareness.

Preparing for a live stream

Treat a live stream as if your client is going on an informal TV segment. You obviously don’t want to wing it, so make sure you prepare the:

Objective & strategy

What do you want to accomplish with the live stream and how are you going to do so?


What are you presenting? What’s the overall topic and message?


Where is the live stream being posted? Facebook and Instagram are the most popular platforms, but there’s also Youtube, LinkedIn and other options.

Technical setup

What equipment do you need? Who’s handling the tech while you’re streaming?

Script/run of show

How do you want to use the time that you have? I recommend keeping this more general to leave room for organic movement within the session, but some clients may want more specifics than others.


How are you going to promote the program before, during and after? How will you leverage it for a complementary PR campaign?


Check out Hootsuite’s “Ultimate Guide to Live Streaming” for more ideas, tips and how-to’s.

While all this information may have made social media live streaming seem like a lot of work, it can actually be a lot easier than trying to score that TV appearance. It gives your clients the opportunity to show who they are and what they are about, as well as effectively engage their audience, using the channels they already own and the resources they already have. Seems like a win-win to me!


Need help getting together an idea for a live stream? Let us help you!

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