Video is king of content and live streams are the most popular type of video content. People like to be able to engage with what happens on the screen, in front of their eyes. A live video has an exclusive feel – people are entertained now by someone taking their time to engage with them. While the rise of live videos started on Facebook, there is a new channel that takes the top place for live streaming: YouTube Live.
Why YouTube Live?
According to statistics, YouTube is the second most visited website in the world. Each month, 24.31 billion people spend time watching videos on YouTube. In fact, this is more than a social media channel – it became the go-to search engine for video content.
Also, the great thing about YouTube is that users do not need to log in to find and watch content. On Facebook or Instagram, for instant, a user needs to create and log into their account to see posts from friends or brands. As for YouTube, things are much simpler – consumers can use their Google account if they want to select content tailored to their preferences. And since Gmail is the most popular email client in the world, it is safe to say that the largest majority of YouTube users are logged onto the platform.
How Does YouTube Live Work?
Now that you understand the value of YouTube as marketing channel, let’s focus on the specifics of broadcasting on YouTube Live. There are several steps that you must go through before you can go live:
1. Create Your Channel
First of all, you must create a YouTube channel. This is as simple as creating a social media account for your personal profile or business. You need your Google account to sign in to YouTube and then click or tap on your profile icon. One of the options you see in the drop down menu is “Create New Channel”.
A YouTube channel needs a name, profile photo, cover photo and description. Make sure that the images are relevant to your brand image and that the name and content are keyword rich.
2. Verify Your Channel
The second step is to verify your YouTube channel. To do this, go to www.youtube.com/verify and add your phone number. You will receive a verification code which you have to type in.
Please note that it takes up to 24 hours to get your channel verified. Once this step is completed, you are ready to go live.
3. Going Live on YouTube
You can use either the desktop version or mobile app to go live. If you choose the mobile, you do not have to worry about adding a camera and a microphone. You can go live simply by tapping on the video camera icon on your screen.
For the desktop version, make sure that your webcam and microphone work properly. You can do this by recording a short video, testing various lighting sources and distance from the microphone. When everything is set, go to www.youtube.com/dashboard, click on Create and select Go Live.
What Should You Stream on YouTube Live to Engage Your Audience?
1. Be Authentic and Step Out of the Crowd
Everyone is broadcasting about how they care for their customers and employees and do everything to keep them safe. People have been hearing variations of this message for weeks now. Don’t be one of the crowd.
Instead, take the time to tell people specifically what your business does for their comfort and safety. If you moved your business online, tell them how they can shop safely. If you are implementing specific protection measures, show your audience by going over your headquarters and interviewing your employees.
2. Share Inspirational Tips to Stay Safe
Can you find a creative way in which your clients can use your products for their personal protection these days? For instance, some retail shops are advising their clients to use their bandanas as face masks if they cannot find surgical masks.
Other businesses started making personal protection equipment instead of the standard product lines. If you do this, it is a great idea to promote your new products in a broadcast on YouTube Live.
3. Don’t Be Afraid to Show Your Vulnerability
These days, people are scared and worried. And they are looking up to their favourite brands to sympathise with them. It does not mean sharing their fears. On the contrary, by acknowledging vulnerability, you show the human face of your brand.
No on expects businesses to be above and beyond the common human feeling of insecurity. They expect you to do your best to mitigate risks and make sure that your products are safe for them to buy and use.