Not too long ago, the story of a Chinese influencer earning $14 million per week through live streaming products went viral. The story just showcased the power of livestreaming in the virtual world.
Live streaming is not a new practice on social media; we all see our favourite influencers live streaming quite frequently. Is it only true for influencers? Can PR professionals leverage this tactic to build a robust brand reputation?
Well, not anymore. Public relations today is a whole different game. PR efforts not only build credibility among the ‘public’ of the organization but can also help in generating significant leads, and building reputation takes time and consistent effort. And going live can help you reach your wholesome goals of PR, marketing, and communications altogether.
How can it help?
Well, data suggests that 80 percent of brand audiences prefer watching live videos compared to reading blogs, and 82 percent prefer live videos to social media posts. Videos provide an immersive experience to the viewers, enforcing strong memory imprints. Remember the COVID-19 pandemic, when the world was close yet apart because people stayed connected and engaged online through Youtube, Zoom meetings, online webinars, and online learning.
From a PR perspective, it has become imperative for brands to not only stay connected to their audience but also keep them engaged to build visibility and reputation. Human attention span is on the decline, so not all members of your audience are interested in reading long blogs or swiping carousels. These methods might not be enough for expanding your audience or attracting new customers. But your audience will appreciate your efforts on keeping things transparent and real for them. People relate to a brand’s authenticity, and that’s where livestreaming can do wonders for any brand or organization. Livestreaming engages the audience and connects with them on a deeper level. When any brand answers or responds to the views of its public, it makes them feel heard and valued. Livestreaming also helps in eliminating the spatial boundaries and helps you connect beyond borders. It can also work as a wonderful strategy to display its values creatively while inviting feedback directly from the people they serve. Be it a webinar, a guest speaker session, an event covering, or just a Q&A session, livestreaming can help you scale your visibility if done right.
It is essential that you have a clear understanding of which platform to use that is most suitable for your audience. Use fine-quality equipment to deliver a better viewer experience. It is important to plan and curate your content in order to avoid any confusion or misrepresentation, ensuring that your audience gets what they came for. Try not to make your livestreaming a one-way conversation; engage with your audiences’ responses. It is important to clearly communicate the call to action (if any) to your audience. And lastly, analyze the results of your efforts and correct the course along the way.
Livestreaming can help you build strong and lasting relationships with your audience. In addition to helping with PR, it can also help you achieve your marketing goals.
