A recent Wyzowl survey indicated that 93 percent of marketers who use video say that it’s an important part of their marketing strategy, up from only 78 percent in 2015. Video content is practically exploding in popularity, and livestreaming is truly so much more than just the next cool thing.

Gone are the days where only major television networks could afford to serve up real time content. Now, with social media, anyone can “go live” at practically any time—but as a business, it’s important to consider both when and why you might want to.

Why You Should Livestream

From creating a feeling of urgency amongst your customers to offering an exclusive behind-the-scenes look at your company, there are countless reasons why you could consider bringing some live content to your social media. Here are just a few we’ve seen in practice.

You create a sense of urgency

A live streaming experience is fleeting and in the moment, which by nature, creates a unique sense of urgency that entices your audience to watch. If viewers feel like they might miss out on something otherwise-whether that’s a cool experience or a special offer-they’ll tune in, and stay attentive. You might have heard the slang acronym FOMO, or “fear of missing out,” when it comes to wanting to stick around and see what happens—this is that concept in action!

You don’t have to overthink.

When it comes to creating a livestream, you truly don’t need to worry about putting together a glossy, highly-produced video. Viewers are much more forgiving with this type of content format because they understand that it’s all happening in real time, and that social media is, by nature, a more casual way of sharing information.

You build a deeper connection with an inside look.

In the same way that livestreams really, truly don’t warrant a meticulously-edited production, they offer an amazing benefit of making viewers feel like they are experiencing a deeper connection with your company because of the intimacy that an inside look can provide. A livestream allows you, or a team member of yours, to get right up in front of the camera and have a conversation with your viewers that almost feels as though it’s face-to-face.

You inspire viewer engagement.

Livestreams can get six times the interactions as pre-recorded videos , so if you’re looking to build engagement, this is a great opportunity. In addition to inspiring people to watch your video to learn more about your company and offerings, you can also use this format to have meaningful conversations and answer questions from your customers in real time. In addition, watching your livestream is something that customers can do from anywhere and with anyone, so you are really, truly working towards building a community with this type of content.

When To Livestream

Once you’ve decided livestreaming might make sense for your business, you’ll probably start wondering what your first piece of live content should be about! While this is a great opportunity for you to be informal with your audience, it’s still helpful to have at least a topic in mind for you to cover in the video.

Here’s a sample of the countless situations where livestreamed content could add value to your business.

Reason #1: When You Want to Tease a New Collection or Offering

If you’re in the apparel or tech industry, it’s not unusual for you to want to provide teaser content to get your customers excited about your new product. You can use a fleeting livestream to show just enough (without giving every detail away), and even share early access or exclusive discount codes with viewers that they wouldn’t find out about anywhere else.

Reason #2: When You’re Looking to Receive Feedback From Customers in Real Time

Surveys are wonderful ways to get a big picture understanding of how you’re doing, but while they allow customers to share feedback, they don’t give them the chance to know immediately that you’re listening to it! If you feel comfortable doing this, a livestream allows you to answer questions for your customers right in front of them.

Reason #3: When You Can’t Have Everyone (physically) in One Place at Once

Whether it’s due to capacity limits, exclusivity, or health restrictions, not every in-person event can hold all of the people you’d like to have participate. If you’re hosting a launch party, a store opening, or an intimate conversation with another leader in your field, consider making the event more accessible with a livestream that encourages audience participation.

How To Livestream

When it comes to livestreaming, most of today’s social media platforms make it quite easy to get started. All you need are a smartphone, a touch of natural light, and an account on social media. Three popular platforms to livestream from are Facebook, Instagram, and Twitter.

● Facebook: You can stream live on Facebook using the Facebook app or the Creator Studio app by clicking the LIVE button where you would go to create a post.

● Instagram: You can go live on Instagram much like you’d share a post to your Stories.

● Twitter: Twitter used to require a separate app to stream live, but now the process couldn’t be easier! Set up a tweet just as you would with text and video, but instead of selecting “CAPTURE,” switch to “LIVE” instead.

It’s always worth it to do a short practice session before your first experience going live. Is your face in the full frame? Is the lighting bright enough? Are you speaking clearly?

Get Streaming

Social media livestreaming offers an incredible way to make connections with your customers, without needing to invest in an expensive, complicated production. If you’re feeling nervous about going live on social media, or could use some help coming up with content ideas, the team at Doukas Media can help with anything from brainstorming content topics to implementing a social media program from start to finish.

Have you ever gone live on social media? How did it go? How could we help inspire some livestream ideas? Let us know in the comments!