Instagram Live is the world-leading social media platform's latest new addition to their app's functionality.
It means that users, including brands, can broadcast live video to their friends and followers.
And it's already getting incredibly popular with the platform's userbase.
You may already be experimenting with live social media video broadcasts.
Both Youtube and Facebook have already introduced this capability, and for marketers, it's brought some very promising results.
It's a great way to reach out and connect with your customers, in a way that has a kind of immediacy to it that you don't get with standard pre-recorded video content.
In a recent blog post from Wishpond, the author takes you through a sequence of five simple, but crucial, best practices you'll need to incorporate into your strategy.
Instagram Live Marketing Campaign Best Practices
Set a Goal
Though it’s not necessary, I recommend coming into your Live broadcast with a goal in mind.
Whether that’s to drive people to your e-commerce shop, or just to better engage your current fans, having a specific mindset for your Live video will help focus the things you say or show.
Instagram Live marketing campaigns aren't inherently the best way to drive sales – they're much stronger from the perspective of a social engagement or brand-building tool.
That being said, you can see positive results by sharing some sort of exclusive discount with your Live attendees.
This makes them feel like part of the “in crowd”, and combined with a timely ask at the end of your broadcast, can help net you a couple sales.
[image source: Wishpond]
Maximize Production Quality
Though Live video can be a little volatile in terms of ideal camera setups, it’s still a good idea to maximize your production quality wherever possible. Use a modern smartphone (time to say goodbye to that iPhone 4S) to keep video and audio quality high.
On top of that, try to be connected to a reliable Wi-Fi network. Besides your looming phone bill, you don’t want your connection dropping in the middle of a Live video.
People will definitely leave, and you’ll lose any “momentum” you’ve built up during your broadcast.
Have an Outline
There’s nothing worse than an Instagram Live marketing campaign that seems to go on and on – or worse, never gets off the ground.
Creating even a rough outline of the points you want to cover, the questions you want to answer or the products you want to show will make your broadcast feel more cohesive, and consequently way more engaging.
That being said, don’t be afraid to go “off-script”.
Your Live video is a real-time interaction with your fans, and that can be invaluable. If you think of something to add or discuss spontaneously, go for it!
Oftentimes, it’s these spontaneous moments that end up being the most memorable for your fans.
Host a Pre-Show
Depending on your plans for your video, it’s not a bad idea to host a pre-show of some sort. This might seem strange, but let me explain.
Basically, a pre-show allows you to let more viewers come in before you start diving into the “body” of your Live video content.
The reasoning behind this is simple: if people come into your Live video and feel like they’ve missed out on too much of the content to understand it, they’ll leave.
If, however, you’ve given enough time (5 minutes should be enough) for everyone to come in, you’re more likely to have people who have been watching from the beginning – and who are more likely to stay until the end.
Interact With Your Chat
One of the most important parts about broadcasting Live is that it allows you to connect and interact with your fans in real-time – it’s the primary function that sets it apart from any other video.
[image source: Wishpond]
Take the time to read and respond to your chat.
Whether it’s a simple “Hey [name]!” as they come into your broadcast or a response to a more elaborate question, interacting with your chat helps to greatly enhance the live experience and make your viewers feel like they’re more directly to connected to your brand.
Make the Sale
If you’re looking to reap some direct benefits from your Instagram Live marketing campaign efforts, put together a special offer landing page for attendees, and direct them to it during (and after) your video.
I’d recommend some sort of placard or signage with the URL on it, so you don’t need to constantly mention it to new viewers.
On this page, offer a discount or coupon code for your product that’s specifically for your Instagram Live attendees.
Pair this with a lead generation form to build your email list, and (hopefully) get a couple of sales too.
You can find more great advice about Instagram live marketing over at Wishpond.