Social Media Live Streaming
Social media has long been an integral part of a successful marketing campaign. However, it’s not effective without engagement. Simply scheduling a few weekly static posts isn’t enough. Consumers want to engage with content, and social media live streaming delivers a smart, easy platform for meaningful interaction.To get more news about
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Midday host Melissa Moore and General Sales Manager Karen Miller of Bonneville’s KOSI in Denver discovered the value of live streams as they contemplated ways to connect with audiences during the pandemic. Without the ability to broadcast live remotes, they wanted a safe way to dialogue with their audience. What they came up with was a series of creative and effective live stream events.
One particularly successful campaign, “Coffee with Melissa,” involved social media live streams from Melissa’s kitchen, sponsored by a coffee company. It quickly evolved into more than they envisioned and became a huge growth opportunity for both the advertiser and the station. Here are a few things they learned throughout the process.
Tips for a Meaningful Social Media Live Stream
What’s the secret recipe for social media live streaming? Consider these tips:
Focus on relevance and engagement: The live stream must resonate with your audience. It is up to the on-air talent to know what content listeners would find interesting and to identify ways to make the video engaging. For example, “Coffee with Melissa” did not involve talking to the coffee company’s sales rep. The coffee company sponsored the series and included giveaways of their product, but coffee wasn’t always the topic of conversation.
Be authentic: The audience is perceptive and will recognize if the people involved truly believe in the products they’re promoting. For example, Melissa drank the sponsor’s coffee regularly and could confidently recommend it.
Take a 360 approach: Never offer a social media live stream as a standalone advertising opportunity. Instead, incorporate it into an integrated advertising proposal that includes an on-air campaign and a digital advertising
